Engaging Brand Image and Brand Loyalty for Domestic Market at The Apurva Kempinski Bali

Budiasa, I Kadek and Murni, Ni Gst Nym Suci and Mudana, I Gede (2023) Engaging Brand Image and Brand Loyalty for Domestic Market at The Apurva Kempinski Bali. Masters thesis, Politeknik Negeri Bali.

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Abstract

Bali's tourism industry is already well-known both in Indonesia and overseas, to the point where practically all Balinese people rely on it for their living. However, as the Covid-19 epidemic imposed travel restrictions between countries which forced to develop new strategies to react to changing market conditions. Domestic tourists are currently the only chance for the Balinese people and tourism industry players in Bali to keep the wheels of their economy turning. The Apurva Kempinski Bali features five-star accommodations which represent Indonesia's richness and diversity. The Apurva Kempinski Bali has become one of the most popular hotels among domestic tourists in Bali, domestic guests are less devoted to the hotel. The Apurva Kempinski Bali received a total of 7,582 reviews on Google Review, with a score of 4.8/5, placing it in the excellent category and to build customer engagement is by replying to all reviews by the General Manager and from the Marketing Team. In addition, The Apurva Kempinski Bali is also active on social media and is ready to answer all audience questions via direct messages. It is so interesting that domestic market is contributing significant business for the hotel during the pandemic, despite their travelling is always affected by the government policy. For The Apurva Kempinski Bali, it is so important to do this research on how is the brand of Kempinski impacted the customer loyalty and to understand that Brand engagement mediate the brand image to create customer loyalty. Keyword: Brand Image, Brand Engagement, Brand Loyalty, Domestic Market

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