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"Welcoming 'Visit Indonesia Year 2008' will be a great experience for Cemara Hotel. Tourism business is one of the biggest revenue for Indonesia. Indonesia consists of many cultures that attract many travelers from around the world. Bali has been the main destination; however, Jakarta as the capital city is the main stoiiover as well. Accommodation or Hotel industry is part of tourism business in Indonesia, and hotel is the major point, which needed to make the tourism business succeed. The level of accommodation or room occupancy rate in Hotels can be the concentration level. The higher the occupancy rate can be determined as higher number of visitors. Cemara Hotel is a three stars hotel, located in Central Jakarta. The hotel has 102 rooms and various facilities. The hotel is an independent hotel, which is managed independently. Cemara Hotel combines classic modern architecture design with rich, warm furnishings, and soft neutral tones. The hotel design evokes a feeling of refreshing and comforting. The notion of home is built upon comfort and tranquility. The hotel offers an ideal location, reasonable rate, and truly genuine hospitality from the staffs. The hotel targets corporate guests and travelers. Corporate guests are guests whose accommodation has been arranged and paid by the company. Travelers consist of leisure guest, business guests, and transit guests. Leisure guests are guests who stay in the hotel for leisure purpose. Business guests are guests who stay in the hotel for business purpose. Transit guests are guests who stay in the hotel only for short time because they will continue their journey directly. Travelers pay the hotel with personal account. Travelers are also included foreign guests who come from outside of Indonesia. The objective of this thesis is to determine the accurate integrated marketing communications (IMC) for each target market. To determine it, the writer ought to ensure that management and employee has the same perspective. Based on the reason that employee is the main actor who transfers the brand to the customer. In writing this thesis, the writer conducted library research, field research (interview, survey, and observation), and analysis study. Some data were obtained from the Hotel and other sources related to the topic. Interviews are generated to local guest and foreign guests. Since the Hotel started its operation in 1993, the hotel is never performing intense marketing communications, such as advertising. Cemara Hotel performs passive marketing communications by performing personal selling to companies. The hotel rarely performs marketing communications to travelers. Most of the time, the travelers knew the hotel directly. The hotel only accomplishes promotion, and it is not frequent. Therefore, the hotel has massive word of mouth since many guests knew Cemara Hotel from their family or friends. Integrated Marketing Communications consists of advertising, direct marketing, personal selling, sales promotion, public relation, and internet marketing. Each tool has benefit and detriment. An independent hotel has limited budget for marketing because they are not able to combine the communication with other hotels. Independent hotel is also less well-known compare to the chain hotel. Therefore, the hotel needs to evaluate the accurate marketing communication for the target markets to be able to compete with other hotels, especially chain hotel. Corporate guests are unique target market since the company accomplishes most of the accommodation arrangement. Personal selling is the most accurate target market since it performs direct response and personal sales. By performing personal selling, the hotel can directly generate the direct response from the company. The hotel is also able to evaluate future sales from the company. The hotel is usually communicating through the contact person. The contact person is responsible arranging the company's employee and guests'accommodation. He or she ensures that the hotel is able to accommodate the guests according to the company budget and requirements. By performing personal selling, the contact person is able to directly questioning, and the hotel is able to directly response to the question. Therefore, the hotel is able to perform based on the company requirement. If the trust is already built, the sales will be continuously. Direct marketers use a database for improving selections of market segments, stimulating repeat purchase, cross-selling and building customer relationship management. Direct marketing that is useful for Cemara Hotel is Telemarketing. Telephone makes the interaction flexible and permits immediate feedback because it allows interaction between participants within the same communication event when both of sender and receiver might be geographically distant. Telemarketing helps the sales personnel to follow up the company after they perform personal selling. The other direct marketing tools are door-to-door and direct mail. Both of the tools are useful for promotion needs. Sales promotion is important to the hotel in order to boost the sales. As a hotel, Cemara Hotel needs to perform sales promotion. Hotel' sales promotion aims to value added and value increasing. Cemara Hotel's value added is hospitality, cleanness, and convenience. The value increasing can be discount pricing and payment term. Discount pricing is needed when the company has limited budget. The company also needs payment term because it is not easy to generate cash outflow from the company, especially if the amount is immense. Travelers are unique target market because they are very varying. Sales promotion is the accurate marketing communications for travelers. Promotion is one of the ways that make decision-making easier for consumer. Sales promotion is the way to boost the sales. As a hotel, Cemara Hotel needs to generate immediate sales because the product is limited. Guests like sales promotion because they feel the value of product or service is increase. Sales promotion makes the hotel livelier, for example: by obtaining food and beverage promotion, and many more. The absolute cost of sales promotions low, and allows for a high degree of control. The management will be able to decide the occurrence of sales promotion. It is suitable for hotel that the level of demand sometimes unpredictable. The hotel needs to perform direct marketing tools using mail, internet, door-to-door and others. The direct marketing needs to be combine for sales promotion for sales intention. Direct marketing is able to generate the feedback directly. The hotel usually has theirs database that will be useful if the hotel is able to do direct marketing effectively. Therefore, the hotel needs to be carefully choosing the Medias when performing the direct marketing. Internet marketing is the accurate tool for foreign guests since the hotel has limited marketing budget and foreign guests come from various countries. The most accommodating internet marketing for the hotel is website and email. Through website, Cemara hotel can provide useful and needed information, and foreign guests can easily gathering the hotel information through the hotel website. The website can also be the advertising media, direct mail media, sales promotion media, and many more. Email helps the hotel communicate with foreign guest. Through email, the hotel is also able to perform personal selling, sales promotion, and others. Internet marketing is the ideal tool to communicate with foreign guests. Public relations must be performed to all target market. Public relations is the credibility builder. Hotel is a service industry. Therefore, grand hospitality and guests' satisfaction are very important. Good image helps the hotel in promoting the hotel and building positive image. Customer is the main target of public relation. Customer satisfaction needs to be developed to create retention and loyalty. In addition, the hotel ought to interact with public, private, commercial, non-profit organization, and communities in a regular basis. Good relationship creates public confession and networking.Cemara Hotel as an independent hotel has limited resource for marketing communications. Independent hotel has less databases, networking, and budget. In conclusion, effective integrated marketing communications is very important. The marketing communication tools cannot be set independently. It needs to be connected one to another in order to be successful. In performing the personal selling, the sales personnel combine it with advertising, sales promotion in order to be successful. Internet marketing is also a medium to advertise, sales promotion, and personal selling. To successfully communicating with all target market, marketing communications needs to be integrated."

"ABSTRAKTesis ini mendeskripsikan Program Promosi “Enjoy Jakarta” yang dilakukanoleh Dinas Pariwisata dan Kebudayaan Provinsi DKI Jakarta dalam upayanyamempromosikan pariwisata di DKI Jakarta. Penelitian ini mendeskripsikanstrategi komunikasi yang digunakan yaitu Integrated Marketing Communication(IMC) pada bauran New Media (Internet) dan Sponsorship. Penelitian ini adalahpenelitian kualitatif dengan desain deskriptif. 2 jenis metode pengumpulan datayaitu data primer dan data sekunder digunakan dalam pengumpulan datapenelitian ini dan metode analisis data dilakukan dengan cara mengolah datayang didapat dari wawancara, data lapangan dan studi pustaka sehingga dapatmemberikan gambaran yang lengkap. Berdasarkan hasil penelitian, penelitimenemukan bahwa Program Promosi “Enjoy Jakarta” di Dinas Pariwisata danKebudayaan Provinsi DKI Jakarta dijalankan di bagian promosi dan tidak adanyabagian humas di struktur organisasi namun ada di kegiatan operasional.Hambatan-hambatan yang dihadapi dalam melaksanakan Program Promosi“Enjoy Jakarta” di Dinas Pariwisata dan Kebudayaan Provinsi DKI Jakartadiantaranya keterbatasan dana dan sumber daya manusia yang kompeten untukmenjalankan program tersebut.

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ABSTRAKThis thesis discuss the Enjoy Jakarta Promotional Program in Jakarta Tourism andCulture Office, in order to promote tourism in DKI Jakarta. This thesis describethe strategy used which is Integrated Marketing Communication, specifically ontwo aspects, New Media (Internet) and Sponsorship. This research was conductedwith descriptive design and was a qualitative design. This research used Twotypes of data collection methods, they are primary data and secondary data andmethods of analysis of data was done by processing data obtained frominterviews, literature studies and field data so as to provide a complete picture.Based on the results of the study, researchers found that Enjoy JakartaPromotional Program was conducted by Promotional Office in Jakarta Tourismand Culture Office and was absence of Public Relations Office in theorganizational structure but exist in operational activities. Constraints faced inexercising the Enjoy Jakarta Promotional Program were budget constraints andcompetent human resources to run the program."

"Sektor pariwisata memiliki peranan penting terhadap perekonomian, dimana pariwisata telah tumbuh menjadi sektor andalan yang dapat menggerakkan ekonomi baik secara domestik maupun internasional. Penelitian ini bertujuan menguji beberapa variabel secara empirik tentang bagaimana turbulensi lingkungan, modal sosial, kapabilitas dinamis dan ketahanan organisasi berpengaruh pada kinerja UKM di pariwisata pada UKM industri pariwisata di Indonesia. Hasil penelitian empirik ini menyampaikan bahwa turbulensi lingkungan, modal sosial, kapabilitas dinamis, dan ketahanan organisasi, berpengaruh positif terhadap kinerja UKM di pariwisata. Hal tersebut mendukung penelitian-penelitan terdahulu. Dari hasil penelitian ini, penulis dapat memberikan masukan manajerial kepada pemilik dan pimpinan UKM dari Ketahanan organisasi untuk dapat meningkatkan kemampuannya dalam beradaptasi yaitu dengan meningkatkan kemampuan kepemimpinan, menggunakan sumber yang dimiliki, serta membuat pilihan di situasi yang sulit agar dapat bertahan dari situasi pandemi COVID-19. Selain itu, peningkatan kapabilitas baru yang dimiliki UKM, dimulai dari bagaimana mengintegrasikan sumber daya yang dimiliki, mengkoordinasikan, mempelajari situasi dan teknologi terbaru sehingga bagaimana mengerti situasi yang ada di sekitar UKM sendiri, dengan tujuan untuk meningkatkan ketahanan agar dapat melalui situasi pandemic COVID-19 saat ini. Kemudian memanfaatkan hubungan dengan pemasok kunci yang ada pada lingkungan UKM.

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The tourism sector has an important role in the economy, where tourism has grown to become a mainstay sector that can drive the economy both domestically and internationally. This study aims to empirically examine several variables on how environmental turbulence, social capital, dynamic capabilities and organizational resilience affect the performance of SMEs in the tourism industry in Indonesia. The results of this empirical research show that environmental turbulence, social capital, dynamic capabilities, and organizational resilience have a positive effect on the performance of SMEs in the tourism industry. This supports previous studies. From the results of this study, the authors can provide managerial input to owners and leaders of SMEs from organizational resilience to be able to improve their ability to adapt, namely by increasing leadership abilities, using available resources, and making choices in difficult situations in order to survive the COVID-19 pandemic situation. In addition, improving the new capabilities of SMEs, starting from how to integrate their resources, coordinate, learn about the latest situations and technologies, to how to understand the situation around SMEs themselves, with the aim of increasing resilience in order to get through the COVID-19 pandemic situation. at the moment. Then take advantage of relationships with key suppliers in the SME environment."

"ABSTRACTGodong Ijo is a visitors attraction offering educational tourism programs with quite strong interaction with nature. The program are designed as a means of learning, hence they are often participated by students. The purpose of this study is to describe the application of experiential marketing in Godong Ijo's program from visitors perspective and to develop development strategy for Godong Ijo based on experiential marketing. The method used is qualitative research method using survey, interview, and observation as the data collection techniques. Further, data collected were analyzed using swot analysis. The result of the research reveals that Godong Ijo has tourism potential in terms of attraction, accessibility, amenity, and ancillary. In terms of experiential marketing, most respondents agree that all experiential marketing have been delivered to the visitors. Recommendations for development strategy include more extensive promotion, service improvement, product innovation and more product development."