Open AccessFacebook Digital Marketing: A Thematic Analysis of the Practice of Public Relations Models of Star-Rated Hotels in Bandung
Author(s) -
S.Ip. Sanjaya
Publication year - 2021
Publication title -
jurnal riset bisnis dan investasi/jurnal riset bisnis dan investasi
Language(s) - English
Resource type - Journals
eISSN - 2684-706X
pISSN - 2460-8211
DOI - 10.35313/jrbi.v6i2.1932
Subject(s) - publicity , thematic analysis , sample (material) , promotion (chess) , star (game theory) , sociology , business , marketing , advertising , public relations , psychology , qualitative research , mathematics , political science , social science , chromatography , politics , law , mathematical analysis , chemistry
The purpose of this study is to uncover the Grunig’s Public Relations models applied by star-hotels in Bandung through their promotion on Facebook. The thematic analysis was used in this study. The sample included 50 star-hotels in Bandung. All reviews from hotel occupants were checked and coded according to the concerns referred to hotel occupants. All hotels surveyed showed one-way and two-way communication models. For the one-way communication model, some hotels applied press agent/publicity. However, all hotels showed an effort towards the public information model as they disseminated complete information. For the two-way communication model, some hotels applied the two-way asymmetrical model. They responded to criticism from hotel residents but did not reply directly to the problems. Finally, some hotels applied the two-way symmetrical model because they responded directly to complaints against hotel occupants.
Keywords – Facebook digital marketing, 5 Star-hotels, one-way communication model, Two-way communication model