Astri Wulandari


Yogyakarta is a tourist destination for both local and foreign tourists. Business competition in Yogyakarta is getting tighter as investors and stakeholders increasingly glance at this Student City as a place to invest and gain profit from the existing market segmentation. The increasingly brisk, crowded and tight business in Yogyakarta is Hospitality business. Currently, consumers have a large selection of hotels in Yogyakarta ranging from Star Hotel to Budget Hotel. The increasingly intense of business competition makes Star Hotels vying to improve facilities, services and more effective promotional strategy. E-commerce is an option to improve promotional strategies to reach a wider market. Not only does it focus on massive consumers, establish and maintain good relationships with Stakeholders and investors, keep and maintain stakeholder expectations, but also it gives Star Hotels achievement for the sustainability of their business. Therefore Star Hotels must have a stakeholder communication strategy model for managing stakeholder relationships and stakeholder expectation.


Stakeholders Communication Strategy; Managing Stakeholder Relationships; Stakeholder Expectations.

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