Green Hotel Resilience Due to Covid-19 Pandemic: Case Study at Greenhost Boutique Hotel Yogyakarta

DOI

10.2991/assehr.k.211227.035How to use a DOI?

Keywords

Crisis Communication; Hospitality; Covid-19 Pandemic; Eco-Conscious

Abstract

It is a big hit for the world since Covid-19 pandemic appears. The pandemic presents a crisis for many sectors, and one of which is the hospitality tourism. The Special Region of Yogyakarta, which relies its economic wheels on this sector, is one of the destinations of the tourism city in Indonesia which is, no exception, affected by the outbreak. Thousands of hotels in Yogyakarta have experienced temporary closures but resumed their business. The crisis has forced the hotel industry to implement crisis communication to survive due to the Covid-19 pandemic not to be missed the strong brand in eco-friendly hotel. The objective of this study is to investigate how the crisis communication process in Covid-19 Pandemic is carried out by Greenhost Boutique Hotel with Environmental Marketing Communication that has been implemented. This research used a qualitative descriptive research with case study method. Its data were collected through in-depth interview, observation, and supporting documents. The results of this study indicate that the Covid-19 has caused the crisis that Greenhost Boutique Hotel is a victim of the crisis and has difficulty in determining a definite strategy to deal with the crisis due to the confusion of information about the pandemic. The role of the government, especially the Ministry of Tourism and Creative Economy, in responding to the Covid-19 crisis, is very crucial in overcoming the crisis. One of the strategies done by Greenhost Boutique Hotel is the #newgreen and #newnormal campaign in response to the crisis with a strong brand identity of Eco-Conscious hotels so that hotels can survive during the crisis.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Aisha Wai Yasmina
AU  - Andre Noevi Rahmanto
AU  - Albert Muhammad Isrun Naini
PY  - 2021
DA  - 2021/12/29
TI  - Green Hotel Resilience Due to Covid-19 Pandemic: Case Study at Greenhost Boutique Hotel Yogyakarta
BT  - Proceedings of the International Conference on Sustainable Innovation Track Humanities Education and Social Sciences (ICSIHESS 2021)
PB  - Atlantis Press
SP  - 218
EP  - 223
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211227.035
DO  - 10.2991/assehr.k.211227.035
ID  - Yasmina2021
ER  -