STUDI KOMPARATIF CITRA DAN BRANDING HOTEL KONVENSIONAL DAN SYARIAH DI KOTA YOGYAKARTA

Noni Anggraini, NIM.: 17202010012 (2021) STUDI KOMPARATIF CITRA DAN BRANDING HOTEL KONVENSIONAL DAN SYARIAH DI KOTA YOGYAKARTA. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The growth of the Tourism Sector in Yogyakarta shows a positive trend that has attracted investors to establish the Hospitality Industry in this city, there are 1799 hotels in Yogyakarta (based on BPS) data competing for branding in order to win the hearts of consumers both through the provision of facilities, services, prices, to using sharia labels on its products. This study aims to explore how the social construction of the hotel image is formed from the branding process carried out by both sharia hotels and conventional hotels. The research method used in this thesis is coparative study, with data collection through participatory observation , open standard interviews and documentation. The results indicate that the social image consisting of cleanliness and comfort, location, facilities, services, prices, are formed from visitor opinions, and the branding process shows that the 'claim sharia' hotel shows a more positive image when compared to conventional hotels. While the sharia branding used in the hotel business does not reflect a uniform service, even in the application of service standards, the provision of facilities and infrastructure and there are differences in the rules applied by sharia and conventional hotels in terms of providing worship facilities and stay rules for guests.

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