UPAYA PENGEMBANGAN KONSEP MEMAYU HAYUNINGBAWANA PADA DAYA TARIK DAN PELAYANAN UNTUK MENINGKATKAN HUNIAN DI LOMAN PARK HOTEL YOGYAKARTA

Ardani, Cantika (2025) UPAYA PENGEMBANGAN KONSEP MEMAYU HAYUNINGBAWANA PADA DAYA TARIK DAN PELAYANAN UNTUK MENINGKATKAN HUNIAN DI LOMAN PARK HOTEL YOGYAKARTA. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

This study aims to analyze the application of the Memayu Hayuning Bawana concept in the development of attraction and service quality at Loman Park Hotel Yogyakarta to increase tourist visits. The concept is implemented through the integration of Javanese cultural values in architectural design, the use of traditional Javanese greetings by hotel staff, and the execution of environmentally friendly programs within the hotel environment. This research employed a descriptive qualitative approach with data collected through observations, indepth interviews with hotel management, staff, and guests, as well as documentation analysis. The interview results indicate that guests highly appreciate the staff’s hospitality and the strong local cultural atmosphere, although some expressed concerns regarding the staff’s limited foreign language proficiency. SWOT analysis revealed that the hotel’s strengths lie in its incorporation of local cultural elements and adequate facilities, while its weaknesses include the need for room modernization and improvement in staff’s international communication skills. The study concludes that implementing the Memayu Hayuning Bawana concept can enhance the hotel’s attractiveness and service quality while strengthening its image as a culturally-based accommodation. Further development is needed in staff capacity building, the creation of cultural tourism packages, and the optimization of digital marketing strategies to reach global markets.

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