Upaya mempertahankan nilai sejarah melalui pendekatan experiental marketing di hotel Savoy Homann Bidakara

Abstract

The purpose of this study is to obtain an overview of experiential marketing to maintain historical value in one of the historic hotels in Bandung, Savoy Homann Bidakara. Strategic handling to see the advantages of the hotel’s history and the obstacles faced. Data processing was done by distributing questionnaires and observing them at the hotel. The research was conducted for six months in a hotel that has historical value in the city of Bandung. The results of the study show that the historical value which is implemented through experiential marketing gets a high value with sub variable relate getting the highest value with a percentage of 20.3% indicating that guests feel happy and their prestige increases while staying because it is a historical hotel called a place to stay for kings and people. important. Maintaining historical value is the hotel’s advantage in marketing hotel products. Future research is expected to examine the historical value of hotels from different perspectives, such as brands, human resources, government, and experts. This research contributes to determining the marketing strategy for other historic hotels and the historical value that must be maintained in the use of cultural heritage buildings.