ANALISIS CRISIS RESPONSES STRATEGIES HOTEL DI KOTA BANDUNG PADA MASA PANDEMI AWAL COVID-19 (STUDI KASUS: INSTAGRAM HOTEL BINTANG 5 DI KOTA BANDUNG) - Yoga Pratama, - (2022)
Dalam konteks covid-19, industri perhotelan harus mengembangkan kerangka kerja untuk memahami dan menerapkan strategi manajemen komunikasi krisis. Dan hingga saat ini, penggunaan media sosial instagram telah membantu menjembatani kesenjangan komunikasi antara pelanggan dan pemasok produk dalam keadaan krisis. Penelitian ini bertujuan untuk menganalisis strategi respon krisis yang dilakukan oleh Hotel Bintang 5 di Kota Bandung melalui media sosial instagram di masa awal pandemi covid-19 dan mengindetifikasi jenis konten serta tema pesan respon krisis. Metode analisis yang digunakan dalam penelitian ini adalah metode analisis isi konten dengan pendekatan kualitatif deskriptif melalui proses coding. Data penelitian diperoleh dari hasil pengumpulan data postingan instagram menggunakan teknik dokumentasi berupa foto atau video, caption, hashtag, jumlah like, jumlah comment, jumlah view dan tanggal unggahan yang dikumpulkan terhitung sejak 02 Maret 2020 hingga 31 Juli 2020. Teori Crisis Responses Strategies digunakan sebagai alat koding untuk melakukan analisis isi terhadap postingan instagram hotel bintang 5 di Kota Bandung. Hasil penelitian menunjukkan bahwa terdapat 2 strategi utama respon krisis yaitu strategi deny (simple denial) dan strategi accepting yang terdiri dari marketing, routine communication, framing the crisis, accommodative, collaboration dan other sebagai bentuk tanggung jawab, rasa peduli dan upaya dalam menanggulangi krisis melalui instagram guna untuk menjaga hubungan dengan para stakeholder sekaligus melindungi reputasi dan citra hotel serta untuk menumbuhkan rasa kepercayaan calon tamu untuk menginap kembali di hotel. Peneliti juga memperoleh 7 jenis konten, 8 tema pesan dan 41 sub tema pesan respon krisis dari postingan instagram Hotel Bintang 5 di Kota Bandung saat masa awal pandemi covid-19. In the context of covid-19, the hospitality industry must develop a framework for understanding and implementing crisis communication management strategies. And nowadays, the use of social media has helped to improve the communication gap between customers and product suppliers including in crisis. This study is aimed at analyzing the crisis response strategy carried out by Hotel's 5 Star in Bandung City through social instagram media at the early stages of the covid-19 pandemi and identify the types of content and the themes of crisis response messages. The analytical method used in this study is the content analysis method with a descriptive qualitative approach through the coding process. The research data was obtained from the results of collecting instagram post data using documentation techniques in the form of photos or videos, captions, hashtags, number of likes, number of comments, number of views and upload dates that were collected from 02 March 2020 to 31 July 2020. Theory Crisis Responses Strategies is used as a coding tool to conduct a full analysis of the hotel's 5 star instagram post in Bandung City. The results showed that there were 2 main crisis response strategies, namely the deny (simple denial) strategy and the accepting strategy which consisted of marketing, routine communication, framing the crisis, accommodative, collaboration and other as a form of responsibility, caring and efforts in overcoming the crisis through Instagram in order to maintain relationships with stakeholders while protecting the reputation and image of the hotel and to foster a sense of trust for potential guests to stay again at the hotel. Researchers also obtained 7 types of content, 8 message themes and 41 sub-themes of crisis response messages from Instagram posts of 5 Star Hotels in Bandung City at the early stages of the covid-19 pandemi.