PENGEMBANGAN MODEL LOYALTY PROGRAM UNTUK HOTEL DI KOTA BANDUNG

Michelle, Michelle (2021) PENGEMBANGAN MODEL LOYALTY PROGRAM UNTUK HOTEL DI KOTA BANDUNG. D4 thesis, Poltekpar NHI Bandung.

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Abstract

The pandemic has caused a decrease in income for the hotel industry and has affected the highest regional income from hotel industry taxes, especially in Bandung. Based on the law to improve the tourism condition, marketing activities using modern technology is needed. This research is an improvement plan for modern marketing techniques using loyalty programs for the hotel in Bandung with qualitative descriptive as the research method. This method is using to find the differences between some hotel loyalty programs by interview and literature study based on analyzing the loyalty program model, consumer loyalty, and marketing strategy to get an ideal hotel loyalty program model in Bandung. Keywords: Loyalty Program, Consumer Loyalty, Marketing Strategy.

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