CHSE Branding Analysis on Hotel Cordela Bandung

Abstract

COVID-19 pandemic that has hit the world, especially Indonesia, has cause impact negative on various sectors such as the tourism sector, that reduces interest visitors for stay at the hotels. For resolve thing during this period, the Ministry of Tourism and Creative Economy (Kemenparekraf) formed and developed the CHSE (Cleanliness, Health, Safety and Environment Sustainability) program which is included in the part of new normal. Tourist attractions that take part in this program, later will get a CHSE certification that can be useful for ensuring cleanliness, safety, and sustainability environment that meets established health protocols determined. One of the tourist attractions that have received CHSE certification is the Cordela Bandung hotel. This program has just been formed, then Cordela Bandung hotel must carry out CHSE branding so that the CHSE program can perceived with good and can understood by society.

The purpose of this study was to determine the CHSE branding carried out by Cordela Bandung hotel with a new positioning that is add CHSE value. Research method this use method qualitative with interview expert and study library, where researcher gather related materials with research originating from journals and literature scientific with method parse data through the opinions of several experts. The researcher concludes that the CHSE analysis used by Cordela Bandung hotel has been succeed in shaping perceptions to the society.