Integrated Marketing Communication (IMC) Marketing Communication Strategy Pose In Hotel In Increasing The Number Of Visitors

Abstract

This study aims to study the integrated marketing communication strategy carried out by Pose
In Hotel to increase the number of visitors. Marketing communication is an important factor in
the tight competition in the hotel industry. Implementation of an effective communication
strategy can increase the competitiveness of hotels in the midst of increasingly competitive
business competition due to globalization. This study uses a descriptive type of research with a
qualitative approach, namely by describing how the integrated marketing communication
strategy or IMC carried out by Pose In Hotel in increasing visitors. The researcher obtained data

from interviews, observations and documentation. The results of the study showed that Pose In
Hotel had taken marketing steps in accordance with the integrated marketing communication
strategy or IMC explained by the researcher, namely: (1) Pose In Hotel carried out promotions
using IMC marketing communication elements. Planning was also carried out carefully in order
to carry out balanced promotions to the target audience (2) implementing 8 IMC elements,
namely advertising, direct marketing, sales promotion, personal selling, word of mouth
marketing, interactive marketing, public relations. The IMC strategy has been proven to be able
to increase visitors to come to stay at Pose In Hotel. Meanwhile, after planning and
implementation, evaluation is also considered an important benchmark to determine the extent to
which the promotion is carried out to increase the number of visitors.
Keywords: Pose In Hotel, Integrated Marketing Communication.