The Promotion, Product and the People of Luxurious Hotel: A Case Study @hrhbali 2018

Abstract

The previous research findings @hrhbali in the period of January to December 2017 show the attributes of the Hard Rock Hotel Bali are the combination of party, music, and fun. The current research objective is to further explore the @hrhbali attributes from @hrhbali dataset within a different period of observation. Within the period of January to June 2018 there are 681 tweets extracted, further Exploratory Factor Analysis conducted with Provalis Research Software to explore the @hrhbali attributes. The result of the exploratory research @hrhbali attributes shows that reviews from a consumer are frequently delivered @hrhbali. @hrhbali emphasis on customer reviews to provide proof that they do have a good quality of service and give a good impression to the consumers. These reviews can be used as a Promotion element by @hrhbali to attract more consumer because the review given by visitors who've come can be used as a tool of reasoning by visitors who consider staying at the hotel. Furthermore, @hrhbali also displays photographs of the facilities that are interesting and beautiful that can be used as the medium of communication services to potential customers. There are also posting about the employee in Hard Rock Hotel Bali that represent the element of People. They also concerned with the quality of the workers they have. Workers who are professional, friendly to guests who can satisfy visitors. Consistent with the previous findings, @hrhbali promotes the music, fun, and party, followed with other findings from the period January-June 2018 that focus on the element of Promotion, Products, and People of the marketing mix. 76 that informs the "BOOM BOX". Boom box is one of the karaoke for visitors who want to sing and also like to record the sound because of the boom box is also a recording studio that has sophisticated technology. 4 from 16 themes of the exploratory factor analysis consist of spa and massage, therefore within the observation period, the good quality of massage services recommended. Nevertheless, music is also the dominant attribute delivered @hrhbali within the period of observation. This is relevant to the previous research that stated that @hrhbali positioning is music, fun, and party. Nevertheless, the themes from the exploratory factor analysis are insufficient to expose the 7 elements of the marketing mix, therefore further longer period of data shall be analyzed to reach better insight related to @hrhbali attributes. Figure 2. Dendogram @hrhbali

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