REBRANDING HOTEL DI MASA PEMULIHAN PANDEMI COVID-19: Analisis Konten Visual pada Media Sosial Hotel di Kota Bandung

Nur Fadilah, - and Vidi Sukmayadi, - and Shandra Rama Panji Wulung, - (2024) REBRANDING HOTEL DI MASA PEMULIHAN PANDEMI COVID-19: Analisis Konten Visual pada Media Sosial Hotel di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Pandemi global telah mengubah lanskap industri perhotelan, mendorong sektor ini untuk beradaptasi dan melakukan inovasi agar tetap relevan. Penelitian ini mendalami upaya hotel dalam menghadapi tantangan pandemi dengan melakukan rebranding sebagai strategi adaptasi di masa pasca pandemi Covid-19. Fokus utama penelitian adalah unsur visual dalam konten Instagram hotel setelah rebranding di masa pasca pandemi. Metode analisis visual digunakan untuk mengeksplorasi dan menganalisis unsur denotatif dan konotatif yang terkandung dalam konten Instagram tersebut. Penelitian ini mencakup identifikasi pola dan karakteristik khusus yang muncul dalam konten visual, termasuk perubahan dalam tata letak dan tema visual. Hasil penelitian menggambarkan bagaimana rebranding hotel di masa pasca pandemi tercermin dalam konten Instagram, dengan mengungkapkan pergeseran visual yang signifikan. Temuan ini diharapkan dapat memberikan wawasan tentang cara hotel berusaha membangun kembali citra dan menarik perhatian audiens di era pasca pandemi. Implikasi dari penelitian ini juga dapat memberikan panduan bagi industri perhotelan dalam mengelola konten media sosial setelah melakukan rebranding untuk memenuhi tuntutan konsumen yang terus berubah. The global pandemic has changed the landscape of the hospitality industry, pushing the sector to adapt and innovate to stay relevant. This research explores the hotel's efforts in facing the challenges of the pandemic by rebranding as an adaptation strategy in the post-Covid-19 pandemic period. The focus of the research is the visual elements in the hotel's Instagram content after rebranding in the post-pandemic period. The visual analysis method is used to explore and analyse the denotative and connotative elements contained in the Instagram content. The research involved identifying specific patterns and characteristics that appear in the visual content, including changes in visual layout and themes. The results illustrate how hotel rebranding in the post-pandemic period is reflected in Instagram content, revealing significant visual shifts. The findings are expected to provide insights into the way hotels are attempting to rebuild their image and attract audience attention in the post-pandemic era. The implications of this study can also provide guidance for the hospitality industry in managing social media content after rebranding to meet the changing demands of consumers.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&authuser=3&user=u3xuv8MAAAAJ ID Sinta Dosen Pembimbing : Vidi Sukmayadi : 5975463 Shandra Rama Panji Wulung : 6680229
Uncontrolled Keywords:	Pasca Pandemi Covid-19, Rebranding, Analisis Visual, Denotatif dan Konotatif, Konten Instagram, Industri Perhotelan Post Covid-19 Pandemic, Rebranding, Visual Analysis, Denotative and Connotative, Instagram Content, Hospitality Industry
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata
Depositing User:	Nur Fadilah
Date Deposited:	19 Aug 2025 03:53
Last Modified:	19 Aug 2025 03:53
URI:	http://repository.upi.edu/id/eprint/135522

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