Triatmanto, Boge, Harianto, Respati and Wahyuni, Nanik (2021) Towards an understanding of corporate image in the hospitality industry East Java, Indonesia. Heliyon, 7 (3). pp. 1-7. ISSN 2405 8440

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Abstract

The purpose of this study is to determine how the perceptions and understandings of hotel managers in East Java
to improve the corporate image as a hotel marketing strategy. Research respondents are managers who work in
the hospitality industry. A total of ninety-six stars hotel in East Java were assessed. Each star hotel has nine
managers so that the study population is 621 managers. The research sample of 232 managers. The sampling
technique is simple random sampling. Statistical techniques used Confirmatory Factor Analysis (CFA) and
descriptive analysis of mean and mode. This research is related to the success of the hospitality marketing
strategy; therefore, it is urgent to conduct an in-depth investigation of the corporate image of the hotel. The
results showed that managers who work in the hotel industry better understand the corporate image of the hotel
at an psychological level to maintain trust in customers. Trust becomes part of the psychological managers in
implementing corporate image practices in the hospitality industry

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