Hotel Public Relations Communication Strategies in Managing the Crisis of Declining Government MICE Activities Due to Budget Efficiency Policies at Solo Paragon Hotel

Tri Ulan Romantias; Fikriana Mahar Rizqi

doi:10.55927/fjmr.v5i3.31

Authors

Tri Ulan Romantias Slamet Riyadi University
Fikriana Mahar Rizqi Slamet Riyadi University

DOI:

https://doi.org/10.55927/fjmr.v5i3.31

Keywords:

Crisis Communication, Hotel Industry, Public Relations Strategy

Abstract

The decline in Meetings, Incentives, Conferences, and Exhibitions (MICE) activities due to the government’s budget efficiency policy through Presidential Instruction Number 01 of 2025 has significantly impacted hotel occupancy rates in Surakarta. This study aims to analyze the Public Relations (PR) communication strategy implemented by Hotel Solo Paragon in responding to this crisis situation by applying the Situational Crisis Communication Theory (SCCT) proposed by W. Timothy Coombs (2019), as well as the Public Relations concept by Kriyantono (2017). This research employs a descriptive qualitative approach through in-depth interviews and documentation studies. The findings indicate that Hotel Solo Paragon focused its strategy on the private corporate segment and social events by strengthening media relations and external stakeholder engagement. The study concludes that an adaptive PR communication strategy is effective in maintaining the hotel’s reputation and sustainability during the crisis period, which, according to SCCT, is categorized as a victim cluster crisis.

References

Abdussamad, Z. (2021). Metode Penelitian Kualitatif. CV. Syakir Media Press.

Afifuddin, & Saebani, B. A. (2012). Metodologi Penelitian Kualitatif. Cv. Pustaka Setia.

Ananda Pratama, I., & Susanto, E. E. (2024). Strategi Pengembangan Pariwisata Mice Di Indonesia: Potensi, Tantangan, Dan Peluang. Juremi: Jurnal Riset Ekonomi, 4(3), 681–692. https://bajangjournal.com/index.php/Juremi/article/view/8834

Coombs, W. T. (2019). Ongoing Crisis Communication: Planning, Managing, and Responding (5th Edition). (W. T. Coombs (ed.); Fifth). SAGE Publications.

Hartono, H. (2025). Urgensi Instruksi Presiden Nomor 01 Tahun 2025 terhadap pelaksanaan APBN di Kementerian/Lembaga Tahun 2025. Indonesian Research Journal on Education, 5(1), 2666–2672. https://irje.org/index.php/irje%0Ae-ISSN

Kriyantono, R. (2017). Teori-Teori Public Relations: Perspektif Barat & Lokal. Kencana.

Kriyantono, R. (2022). Teknik Praktis Riset Komunikasi Kuantitatif dan Kualitatif (R. Kriyantono (ed.); Kedua). Prenada media.

Masrukhan, M., & Roker, W. (2025). Strategi Public Relations dalam Meningkatkan Daya Saing Bisnis Perhotelan (Studi Kasus pada Sahid Raya Hotel & Convention Yogyakarta). Jurnal Manajemen Pariwisata Dan Perhotelan, 2025(2021), 91–108. https://doi.org/10.59581/jmpp-widyakarya.v3i1.4714

Nasution, A. F. (2023). Metode Penelitian Kualitatif. CV. Harfa Creative.

Pandansari, D. A., Purnomo, E. P., & Kasiwi, A. N. (2020). Dinamika City Branding Kota Surakarta Dalam Menarik Minat Berkunjung Wisatawan. Jurnal Ilmu Pemerintahan Widya Praja, 46(1), 242–254. https://doi.org/10.33701/jipwp.v46i1.1036

Prajayanti, D. U., & Suharnomo. (2018). Kepemimpinan Tepa Selira: Sebuah Konstruksi Sosial Kepemimpinan Jawa Joko Widodo. Forum Manajemen Indonesia.

Prismarini, R., & Kristina, N. (2023). Strategi Manajemen Krisis Hotel di Yogyakarta Selama Pandemi Covid-19 Melalui Instagram. Jurnal Komunikasi Nusantara, 5, 303–317.

Ramadhani, B. (2025). Strategi Respons Krisis pada Akun Tiktok @ hulmofficial Berdasarkan SCCT dalam Kasus Black Campaign oleh Kompetitor. 1(6), 4150–4163.

Shilfani, Judianto, L., & Sepriano. (2025). Public Relations: Membangun Citra Positif dan Meningkatkan Kepercayaan Publik. PT. Green Pustaka Indonesia.

Tiofani, K., & Sukmana, Y. (2025). Realita Pekerja Hotel di Solo: Dulu Melayani Orang Liburan, Kini Diliburkan. Kompas.Com. https://travel.kompas.com/read/2025/05/15/095807427/realita-pekerja-hotel-di-solo-dulu-melayani-orang-liburan-kini-diliburkan

Trisnayanti, N. D., Moeldjadi, E., & Mulya, U. T. (2023). Strategi Digital Marketing Dalam Meningkatkan Hunian Kamar Pada Hotel Daun Bali Seminyak Pasca Pandemi Covid-19. Journal Research of Management (JARMA, 4(2), 169–178.

Widiyanto, H., & Supriyanto, A. E. (2023). Strategi Pengembangan Pariwisata Berkelanjutan Berbasis Warisan Budaya di Kota Surakarta. Jurnal Bengawan Solo, 2(2), 130–144.