Strategi Manajemen Krisis Hotel di Yogyakarta Selama Pandemi Covid-19 Melalui Instagram
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Abstract
The Covid-19 pandemic caused many hotels to close and accept guests. This led to a crisis of aspects of human resources, the rate of occupation, and the decrease in turnover. It is therefore important to explain how five-star hotels were able to recover from the crisis. The aim of the study was to outline the management crisis strategy carried out by Phoenix Hotels and Grand Mercure through Instagram. Various policies amid the pandemic made five-star hotels Phoenix, and Grand Mercure uses Instagram as social media that can reach consumers for promotional strategies and recover the crisis. The method used in this study uses a qualitative content analysis approach, which includes content and context. The conclusion of this study is that crisis management strategy is carried out with a situational approach to crisis communication theory with a primary crisis response strategy in the form of compensation and justification. Secondly, with additional crisis response strategies in the form of victimage and reminder. Promotional strategies through Instagram by looking at message strategies consisting of content and context.
Abstrak
Pandemi Covid-19 menyebabkan banyak hotel tutup dan menerima tamu. Hal ini menyebabkan krisis aspek sumber daya manusia, tingkat pekerjaan, dan penurunan omset. Oleh karena itu, penting untuk menjelaskan bagaimana hotel bintang lima dapat pulih dari krisis. Tujuan dari penelitian ini adalah untuk menguraikan strategi manajemen krisis yang dilakukan oleh Phoenix Hotels dan Grand Mercure melalui Instagram. Berbagai kebijakan di tengah pandemi dilakukan hotel bintang lima Phoenix, dan Grand Mercure menggunakan Instagram sebagai media sosial yang dapat menjangkau konsumen untuk strategi promosi dan memulihkan krisis. Metode yang digunakan dalam penelitian ini menggunakan pendekatan analisis isi kualitatif, yang meliputi isi dan konteks. Kesimpulan dari penelitian ini adalah strategi manajemen krisis dilakukan dengan pendekatan melalui instagram dengan menekankan pada konten promosi dan kampanye sosial yang berkaitan dengan budaya lokal. Strategi yang lain adalah memberikan efek simpatik pada konsumen dengan memperhatikan sterelisasi ruangan dan protokol kesehatan.
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