Implementasi Integrated Marketing Communcation dalam Meningkatkan Jumlah Penginap di Grand Wahid Hotel Salatiga

Abstract

Salatiga is a city in Central Java that tourists often visit. It is located between Mount
Merbabu and Mount Telomoyo, Salatiga, and has a cool climate suitable for tourism.
The number of hotels is increasing yearly, and competition in the hotel industry is getting
tighter. Integrated Marketing Communication is the key to increasing the number of hotel
stays. This study aimed to evaluate the implementation of IMC at Grand Wahid Hotel
Salatiga and its impact on the number of stays. This research method uses a qualitative
method with a descriptive approach. Data collection uses interviews, observations, and
techniques. The study results indicate that advertising and direct marketing components
help increase the number of stays and the existence of Grand Wahid Hotel Salatiga.