PROPOSED STRATEGY TO IMPROVE BRAND AWARENESS OF HOTEL DE PAVILJOEN BANDUNG SIDIQ YOGHA NARIZA

• Main Author: Yogha Nariza, Sidiq
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/33196
• Institution: Institut Teknologi Bandung

Tourism industry is a fundamental industry for some cities in Indonesia, especially Bandung. Bandung has a lot of tourist attractions for tourists. This makes Bandung is very crowded, especially at the weekend and in the long holiday. Tourism industry has a tight connection with hotel industry because when tourists are going for a holiday in a long time, they need a place to stay. Recent years, hotel industry in Bandung are declining. It is shown by the occupancy rate that do not achieve the target. One of reasons are there are less people who stay at hotels in Bandung compare to at the weekend. Another reason is there are already too many hotels in Bandung and there are still a lot of hotels that are under construction. This thing makes a lot of old players in hotel industry “drowned” among the new hotels that already have some branches in Indonesia and have famous names. One of them are De Paviljoen. De Paviljoen has brand awareness issue that a lor of people, especially non-Bandung citizen, do not know this hotel. Therefore, the purpose of this research is to improve the brand awareness of De Paviljoen. This research conducts external and internal analysis to know the condition of hotel industry and De Paviljoen. Then, to analyze the brand awareness issue, this research uses Aaker’s (1991) model by using methodes, quantitative and qualitative. There are nine variabels of the model, but this research only uses seven variables. The last two variables focus on customers whereas this research focus on producers. There are five competitors of De Paviljoen as comparisons. After the author interviews the all hotels, it turns out that De Paviljoen only uses five variables while its competitors, minimum, uses six variables. Therefore, this research suggests that De Paviljoen maximized its promotion and products. In promotion, this research suggests that De Paviljoen makes a slogan and uses a brand ambassador to improve the brand awareness. In product, this researcg suggests that De Paviljoen cooperate with tour and travel agent as a brand extension with the same purpose, to improve the brand awareness.