STRATEGI KOMUNIKASI “CHANGE MANAGEMENT” (Studi Kasus : Perubahan Konsep Bisnis dari Hotel Konvensional ke Hotel Syariah)
Abstract: Reposition the
business would prosper when its performance is difficult to understand by many
parties. Moreover, the changes that occur not only on the building aspect of it
but it drastically changes were made, starting from the target market to market
segmentation of hotel business have changed. If the original use-conventional
business way, now is using the principles of sharia. Simple understanding,
hotels no longer provides food that is not too kosher liquor and nightclubs, to
selectively receive guests. Guests who are not husband and wife will not be
accepted if the stay of the room. Interesting to study the above phenomena in
presfektif communication. What is the concept of communication and development
strategies adopted by the Hotel Sofyan Tbk. This study uses a case study with
the type of qualitative research. The nature of the study is a holistic single
case design. The research unit is an individual with observation techniques,
in-depth interviews and documentation. Research subject is the President
Commissioner (who is the originator of the beginning), employees who had been
working before changing the concept of business, guests as well as national
Islamic council (DSN - MUI).The results showed that there is some supporting /
contributing factor in the development of communication concepts and strategies
applied by Hotel Sofyan,Tbk. (1) Make the values and concept of religion as a
guide to govern all activities of Hotels (2) use of interpersonal communication
and group communication as a communication strategy to change the concept of
the hotel.
Keywords: Strategy, communication strategy, change
management, Sharia Hotel
Penulis: Syailendra Reza
Irwansyah Rezeki
Kode Jurnal: jpkomunikasidd110045
