Getting Shariah Brandmark: Strategy And Management Promotion of Cordova Hotel in Accelerating the Image as a Shariah Hotel
DOI:
https://doi.org/10.29240/alfalah.v4i2.1060Keywords:
Strategy Promotion, Management, Brandmark, Image, Sharia ImageAbstract
Design/Methodology/Approach: The research method used in this study is to use analysis with an inductive approach, processes and meanings from a subject perspective that are more highlighted or can be referred to as descriptive qualitative research. The technique of collecting data uses observation, documentation, and interviews. The data is validated using the triangulation method. Data analysis techniques using data reduction, data presentation, and research / verification conclusions.
Findings: The results of this study in the governance of the Cirebon Cordova Hotel use the Sharia concept, which is realized to provide the best comfort, security and service. The promotion strategy of the Cordova Cirebon hotel uses social media and print media and collaborates with travel services. The governance carried out by the Cirebon Cordova hotel already uses sharia principles, as evidenced by applying sharia concepts such as the rules applied in guest services that violate the opposite sex who are not muhrim, violations do not carry items that are prohibited according to Islamic and state religious rules. The Cirebon cordova hotel promotion strategy is carried out to do ethics & honesty in communicating product offerings to hotel visitors. To improve the image of Sharia Hotel, Cordova Hotels always recite the verses of the Holy Qur'an, prayer and do not provide entertainment facilities that cause disobedience such as discotheques, clubs, bars and gambling.
Originality/Value: The article offers a new evidence of how a hotel endeavors in getting shariah image. Appealingly, the study can deeply describe the strategy and management promotion in reaching that reputation.Downloads
Downloads
Additional Files
Published
How to Cite
Issue
Section
Citation Check
License
Authors who publish with Al-FALAH : Journal of Islamic Economics agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a CC BY-SA 4.0 Deed | Attribution-ShareAlike 4.0 International | Creative Commons (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).