Pengelolaan Reputasi Online Hotel melalui Platform Digital dalam Meningkatkan Brand Image: Best Practice Alila Villas Uluwatu Bali

Authors

  • Ni Made Gandhi Sanjiwani Universitas Bali Dwipa
  • Delfiana Da Costa Universitas Bali Dwipa

DOI:

https://doi.org/10.56910/nawasena.v3i2.1689

Keywords:

Online Reputation, Brand Image, Hotel, Bali

Abstract

In 2024, the hotel room occupancy rate in Bali reached only 58.97%. This indicates that hotels must work diligently to manage their online reputation amid fierce competition. One of the best practices among hotels in Bali with a competitive online reputation and brand image is Alila Villas Uluwatu. This study aims to analyze how online reputation management through digital platforms can strengthen the brand image of Alila Villas Uluwatu. The study will explore the strategies and practices implemented by Alila Villas Uluwatu in building and maintaining their online reputation. Designed with a qualitative approach using in-depth interviews, social media analytics, observation, and document analysis, the findings of this research indicate that meticulous planning, structured organization, effective execution, and systematic control have a significant impact on enhancing the brand image of Alila Villas Uluwatu. The improvement in visibility and brand image is reflected in high engagement levels, reach, and impressions on social media, as well as positive ratings on review platforms. These results confirm that the POAC (Planning, Organizing, Actuating, and Controlling) strategy combined with content themed around Balinese culture and luxury successfully attracts audience attention and strengthens the brand image of Alila Villas Uluwatu. This research provides valuable insights for other hotels on how to manage online reputation to enhance brand image.

 

References

Anderson, C. (2012). The impact of social media on lodging performance. Cornell Hospitality Report, 12(15), 6-11.

Badan Pusat Statistik Provinsi Bali. (2024). Room occupancy rates of classified hotels in Bali (Percent), 2024. Retrieved from https://bali.beta.bps.go.id/en/statistics-table/2/MjMwIzI%3D/room-occupancy-rates-of-classified-hotels-in-bali.html on May 5, 2024.

Danish, R. Q., Hafeez, S., Ali, H. F., Shahid, R., & Nadeem, K. (2019). Impact of online consumer reviews on hotel booking intentions: The case of Pakistan. European Scientific Journal, 15(7), 144-162. http://dx.doi.org/10.19044/esj.2019.v15n7p144

Effendy, O. U. (2003). Ilmu, teori dan filsafat komunikasi. Bandung: Citra Aditya Bakti.

Haryoko, S., Bahartiar, & Arwadi, F. (2020). Analisis penelitian data kualitatif (konsep, teknik, dan prosedur analisis). Makassar: Badan Penerbit Universitas Negeri Makassar.

Holsapple, C., Pakath, R., & Hsiao, S. (2014). Business social media analytics: Definition, benefits, and challenges. Twentieth Americas Conference on Information Systems, Savannah, 2010, 1-12.

Kemenparekraf/Baparekraf RI. (2021). Strategi digital tourism dalam menggaet wisatawan. Kementerian Pariwisata dan Ekonomi Kreatif/Badan Pariwisata dan Ekonomi Kreatif Republik Indonesia. Retrieved from https://kemenparekraf.go.id/ragam-pariwisata/Strategi-Digital-Tourism-dalam-Menggaet-Wisatawan

Mayzlin, D., Dover, Y., & Chevalier, J. (2014). Promotional reviews: An empirical investigation of online review manipulation. American Economic Review, 104(8), 2421-2455. http://dx.doi.org/10.1257/aer.104.8.242

Miguéns, J., Baggio, R., & Costa, C. (2008). Social media and tourism destinations: TripAdvisor case study. Advances in Tourism Research, 26(28), 1-6. http://dx.doi.org/10.1016/j.tourman.2009.02.008

Pentury, L. V., Sugianto, M., & Remiasa, M. (2019). Pengaruh e-WOM terhadap brand image dan purchase intention pada hotel bintang tiga di Bali. Jurnal Manajemen Perhotelan, 5(1), 26-35. https://doi.org/10.9744/jmp.5.1.26-35

Stenger, T. (2014). Social media and online reputation management as practice: First steps towards social CRM? International Journal of Technology and Human Interaction, 10(4), 49-64. https://doi.org/10.4018/ijthi.2014100104

Sugiono, S. (2019). Konseptualisasi reputasi online: Sebuah tinjauan literatur. Asosiasi Pengguna Jasa Internet Indonesia (APJII). Retrieved from https://www.researchgate.net/publication/344359191_KONSEPTUALISASI_REPUTASI_ONLINE_SEBUAH_TINJAUAN_LITERATUR

Tafesse, Y. Z. (2012). The role of online reputation management in strategic business decisions in Ericsson. June, 92.

Tantri, I. G. A. D., Ernawati, N. M., & Astuti, N. N. S. (2020). Public relations strategy in strengthening brand image at Alila Villas Uluwatu Bali. Journal of Applied Sciences in Travel and Hospitality, 3(2), 97-106.

Triwijanarko, R. (2018). Empat dampak negatif dari melejitnya pariwisata di Pulau Bali. Retrieved from https://www.marketeers.com/empat-dampak-negatif-dari-melejitnya-pariwisata-di-pulau-bali/ on May 5, 2024.

Wamba, S. F., Akter, S., & Bhattacharya, M. (2016). The primer of social media analytics. Journal of Organizational and End User Computing, 28(2), 1-18. https://doi.org/10.4018/JOEUC.2016040101

Published

2024-06-30

How to Cite

Ni Made Gandhi Sanjiwani, & Delfiana Da Costa. (2024). Pengelolaan Reputasi Online Hotel melalui Platform Digital dalam Meningkatkan Brand Image: Best Practice Alila Villas Uluwatu Bali. Nawasena: Jurnal Ilmiah Pariwisata, 3(2), 150–160. https://doi.org/10.56910/nawasena.v3i2.1689

Similar Articles

<< < 1 2 3 > >> 

You may also start an advanced similarity search for this article.