Role and Strategy of Hotel Public Relations in Returning Guests After Selat Sunda Tsunami

Abstrak

The purpose of this research is to figure out the role of public relations, as well
as the strategy of public relations in the effort to improve the hotel occupancy
rate in Anyer, Serang, Banten after the Selat Sunda tsunami. The methodology
used in this study is a qualitative descriptive approach, with in-depth
interviews to collect data. This method of data collection is commenced by
interviews with hotel managers in Anyer. The samples of this research are five
hotels in Anyer Serang, Banten, to represent their respective classes: five-star
hotels, four-stars, three-star, and budget hotels. The results of this study show
that the PR of the hotels in Anyer have done their role well, but they have not
been able to increase the maximum number of room occupancy of the hotels
in Anyer, Serang, Banten.