Strategi Mice Dalam Meningkatkan Citra Hotel Bumi Wiyata Depok

The MICE Strategy in Enhancing the Image of Hotel Bumi Wiyata Depok

Abstract

Introduction: In the globalization era, Indonesia has competed in the free market by reforming policies that were considered outdated and restrictive. The tourism industry is no exception. To meet consumer needs, hotels often conduct business activities such as meetings, incentives, conventions, and exhibitions (MICE). These activities aim to improve the hotel's positive image in the public eye. Based on this, the researcher examined the implementation of the MICE strategy as an effort to enhance the corporate image of Hotel Bumi Wiyata Depok during the period of 2011-2013.

Methods: This study used a qualitative descriptive approach, producing descriptive data in the form of spoken or written words and observable behaviors. Data were collected through in-depth interviews with six informants and supported by relevant literature.

Results: The findings show that the implementation of MICE activities can enhance the positive image of Hotel Bumi Wiyata Depok, particularly through media gatherings.

Discussion: The application of MICE activities is essential for positioning Hotel Bumi Wiyata Depok not only as a place that provides accommodation but also as a venue offering business services and entertainment.