The tourism industry is a growing industry where hospitality is an essential business that provides accommodation for tourists. However, in early 2020 there was a COVID-19 pandemic that affected the crisis in the tourism industry. The decline in the number of tourists and the limited tourism activities lead to a decrease in consumer buying interest and here also the role of the marketing communication department as a department that promotes and is a liaison between hotels and consumers. The role of marketing communication in increasing the buying interest of prospective consumers is one of the factors that has an impact because of the activities of the department that exchange information with potential customers. This study aims to determine the promotion and adaptation activities carried out by the marketing communication of the Sheraton Surabaya Hotel & Towers in facing a crisis due to the COVID-19 pandemic. In this study, researchers used qualitative methods where the data were analyzed first then arranged and explained with certain statements in the form of written or oral words from an informant and observing the place under study. The results of the study show that marketing communication department of the Sheraton Surabaya Hotel & Towers is adapting to crisis management and using soft selling while planning steps to be taken after the crisis has passed. Marketing communication activities also help to maintain the buying interest of potential customers. The results also show that the use of promotion through social media is more flexible in various conditions.
Background of Study: The increasingly rapid and massive spread of the COVID-19 virus to various countries, has made the Indonesian Government implement a Large-Scale Social Restriction (PSBB) policy in order to stop the spread of the virus. This policy makes various activities, such as services in libraries, must be closed. This of course makes library users, such as students switch to using electronic information sources. Furthermore, the Government decided to start a new era habit or called the "New Normal" by living adapting to the spread of the virus. Purpose: This research was conducted in order to review the preferences of information sources used by students after the PSBB policy. Method. The research method used is a quantitative approach, with a descriptive type. The target population of this research are students from Surabaya. Data collection was carried out by means of a survey using a questionnaire. Then processed using the SPSS 18.0 application Analysis. The analysis uses theory in the literature. Results: The results showed that most of the students chose electronic information sources as their main preference. This is indicated by the results of research showing that information retrieval machines have become a popular choice both in the pre and post PSBB periods. However, comparative figures show that there are differences in several sources of information in the two periods. Conclusion: Since the PSBB, most students have experienced changes in their preferences for information sources.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.