IMPLEMENTASI PROGRAM PUBLIC RELATIONS DALAM MENINGKATKAN CITRA LUXURY MOUNTAIN BOUTIQUE RESORT (Studi Deskriptif Pada Amaryllis Boutique Resort)

Abstract

Nowadays the hotel business sector is experiencing rapid development. The increasingly fierce competition in the hotel business requires every business player to make various efforts in order to build a strong image to create interest in potential customers.

A public relations program is needed to improve the image and increase the attractiveness of customers who stay overnight. This research seeks to find out the implementation of the Amaryllis Boutique Resort Public Relations Program in improving the image of the Luxury Mountain Boutique Resort.

The research paradigm used in this research is constructivist with a qualitative descriptive approach. The research subjects were conducted with 2 key informants consisting of PR & Marcomm Manager and Front Office Manager of Amaryllis Boutique Resort as well as 4 informants consisting of receptionists and repeater guests of Amaryllis Boutique Resort by conducting interviews and document studies. 

The results of this research indicate that Amaryllis Boutique Resort implements a communication program referring to the PENCILS Public Relations theory (Publications, Events, News, Community Involvement, Inform of Image, Lobbying and negotiation, Social Investment). Amaryllis Boutique Resort makes more use of digital media as a means of publication. Apart from that, holding regular events, establishing good relations with stakeholders, conducting negotiations and also carrying out social responsibility to the surrounding community. The communication program carried out by Amaryllis Boutique Resort is quite good, but Amaryllis Boutique Resort's community involvement activities are still less consistent. Apart from that, to increase the number of guests staying, it is possible to be more flexible in terms of the prices offered because when compared to competitors, the selling price of Amaryllis Boutique Resort rooms is still much more expensive. This influences customer decision making in choosing a hotel, which of course will have an impact on room occupancy rates.