Towards an understanding of corporate image in the hospitality industry East Java, Indonesia

Abstract

The purpose of this study is to determine how the perceptions and understandings of hotel managers in East Java to improve the corporate image as a hotel marketing strategy. Research respondents are managers who work in the hospitality industry. A total of ninety-six stars hotel in East Java were assessed. Each star hotel has nine managers so that the study population is 621 managers. The research sample of 232 managers. The sampling technique is simple random sampling. Statistical techniques used Confirmatory Factor Analysis (CFA) and descriptive analysis of mean and mode. This research is related to the success of the hospitality marketing strategy; therefore, it is urgent to conduct an in-depth investigation of the corporate image of the hotel. The results showed that managers who work in the hotel industry better understand the corporate image of the hotel at an psychological level to maintain trust in customers. Trust becomes part of the psychological managers in implementing corporate image practices in the hospitality industry.

The Role of Corporate Social Responsibility and Corporate Image in Times of Crisis: The Mediating Role of Customer Trust

“…Furthermore, the results of this study showed a positive and significant relationship between corporate image and customer trust. A study by Triatmanto et al [60] revealed how the experiences and beliefs of hotel management in East Java enhance the corporate image as a marketing strategy of a hotel. Managers of the hospitality industry were selected as research respondents for this study.…”

“…The hotel industry's psychological image can be described by several methods, comprising trust, favorability, status, and recognition. Corresponding to the opinion of the hotel managers the corporate image is exhibited by the customers' trust in the hotel [60]. It is also found that the hotel management finds trust to be a major factor for attracting visitors to the hotel.…”

“…According to the results of the study by Triatmanto et al [60] respondents approved that the psychological insight of the corporate image was certainly perceived as trust, awareness reputation, and favorability. Trust was found to be the most vital indicator from the four mentioned indicators, which was viewed optimistically by the respondents, indicating that in the hotel business, customers are more involved with hotels that are perceived to be trustworthy.…”

“…Consequently, the values of a company are characterized by brands. Corporate image is an element of the argument regarding brands [60]. Based on this argument it can be underlined that whenever an employee presents a brand via collaborative initiatives with customers, the view regarding the company's image can be influenced.…”

“…Privacy and safety are found to be vital factors in determining trust in a hotel. Hence, managers at a hotel are found to be paying close attention to ensuring the privacy and security of customers [60].…”