Citra Hotel Tugu Malang Di Mata Netizen (Resepsi Terhadap Vlog “Experience Menginap Di Hotel Ter-antik Di Malang”)

Abstract

The image of a hotel in the eye of the society can sometimes not be in line with the identity concept that is trying to be communicated by the company. Hotel Tugu Malang is one of the hotel in Indonesia which has a strong heritage concept, but the image that is developing in the society has much distorted into an ancient and spooky direction. This study on the vlog entitled “Experience Menginap di Hotel Ter-antik di Malang” by YouTuber Anak Kuliner is aiming to become a form of evaluation to the public relation strategy by analysing the audience reception to the message in the vlog. The research was conducted with a qualitative-descriptive method by using the theory of reception. The results show that despite the informative, cheerful, bright, positive, friendly, and enthusiastic contents nuance, the audience receptions still largely stand in the opposition position, with some started to move to the negotiation position and dominant hegemonic position. Therefore, it is suggested that the management continues to do positive publicity efforts which are integrating different media types and maximizing the use of storytelling. Keywords: Image, Heritage, Tugu Malang Hotel, Netizen