MARKETING COMMUNICATION STRATEGY IN THE TOURISM INDUSTRY AMIDST COVID-19 PANDEMIC

Marketing Communication

As a result of the Covid-19 pandemic, numerous businesses worldwide have been forced to suspend their operations. This is also the case in the tourism industry in Indonesia, where businesses are also suffering as a result of the economic downturn. One of the tourism establishments affected by the Covid-19 pandemic is the Grand Cempaka Resort Megamendung in Bogor, West Java, Indonesia, which saw a reduction in room rental turnover of almost 70% during the Covid-19 pandemic in the country. Based on this occurrence, a marketing communication strategy is required in order to make decisions on how to survive and compete in the face of a pandemic. Thus this study aims to analyze and describe the marketing communication strategy of Grand Cempaka Resort Megamendung in improving service in the midst of Covid-19 pandemic based on Integrated Marketing Communication theory. To fulfill the research aim, this study employs qualitative methodology using observations and interviews as the data collection techniques. Based on the findings from observations and discussions with informants regarding marketing strategy of the resort, it is found that that this procedure is a process requiring multiple stages, which is in line with the Integrated Marketing Communication theory. By shifting the marketing focus from traditional concept to digital concept and improving the digital marketing process itself, Grand Cempaka Resort Megamendung is able to survive and compete in the tourism industry. The success of the marketing communication strategy used by Grand Cempaka Resort Megamendung was attributed to its focus on gaining consumer trust.

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