Role of Hotel Public Relations Practitioners in Communicating Yogyakarta as the Tourist Destination

Santoso, Nobertus Ribut and Negoro, Sherly Hindra (2017) Role of Hotel Public Relations Practitioners in Communicating Yogyakarta as the Tourist Destination. In: Trust and Dialogue: the Integrated Communication in the Era of Mobile Technologies and Creativity, 27-29 Oktober 2017, Wuhan, China.

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Abstract

This research alms to investigate the role of hotel public relations practicioners in communicating Yogyakarta as the tourist destination. A tourism industryis essential to boost the economic growth. The number of local and foreign tourist arrivals in Yogyakarta increase. Yogyakarta then become the second most populartourist destination in Indonesia. It cannot be separated from the role of hotel publicrelations practicioners in communicating Yogyakarta as the great place to visit where it is one of the foremost cultural centers of Java. Therefore, cultures are functioned as symbols of the society of Yogyakarta. Hotel public relations practicioners surely plays important roles in the creation of favorable image of Yogyakartaas the tourist destination in order to increase bookings. Tourists often lookrecognizable destinations that eager them to travel to. Regarding this, it is very importantto hotel public relations practicioners to have strategies and tactics in order to highpointunique and beautiful cultures and places in Yogyakarta comparing other areasto attract hotel guests. This research employed descriptive qualitative approach in order to determine, describe, or identify various aspects of the phenomenon completelyand comprehensively. The data was gathered by conducting interviews withthree hotel public relations practitioners in Yogyakarta who have experienced in thisfieldat least one year. The result shows that in communicating tourist destinations in Yogyakarta, hotel public relations practicioners use unique and beautiful cultures andplaces in Yogyakarta as backgrounds to communicate their hotels to tourists. The message that they disseminate to the tourists is about seeing the seeing beautiful and unique cultures and landmarks while staying at hotels that have provided great and comfortable facilities. In communicating this, they use either conventional or new media to strengthen the image of Y ogyakarta in order to attract the tourists. Moreover, they also conduct some events to promote Y ogyakarta as the best destination to visit. Based on activities they did, it can be categorized that hotel public relations practitioners in Yogyakarta play communication technician role

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