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Muhammad Muttaqien
Communication Department, Universitas Muhammadiyah Yogyakarta, 55183, Indonesia.
Social Sciences

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Marketing Communication Strategy Via Airbnb Platform in Increasing Guest Visits Rates at Sunrai Villas Ubud in 2025 Winda Dewi Sahagita; Muhammad Muttaqien
Jogjakarta Communication Conference (JCC) Vol. 4 No. 1 (2026): The 7th Jogjakarta Communication Conference (JCC)
Publisher : Jogjakarta Communication Conference (JCC)

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Abstract

This research is fundamentally motivated by the rapid digital transformation within the tourism industry in Ubud, Bali, which has engendered an intensely competitive landscape among independent accommodation providers. Sunrai Villas faces the strategic challenge of distinguishing itself amidst a saturated market of thousands of property listings. Consequently, there is an imperative need to leverage the Airbnb platform not merely as a transactional distribution channel, but as a sophisticated medium for strategic marketing communication. The primary objective of this scholarly inquiry is to analyze and describe the multifaceted marketing communication strategies executed by Sunrai Villas through Airbnb to catalyze guest occupancy rates throughout the 2025 period. Employing a qualitative methodology with a descriptive case study design, data was meticulously gathered through in-depth semi-structured interviews with management and frontline staff, systematic digital observation of Airbnb profile features, and an exhaustive analysis of internal occupancy documentation. The findings reveal that Sunrai Villas implements a synergistic communication framework anchored by three fundamental pillars: the construction of high-fidelity visual narratives, the dynamics of personalized interaction facilitated through cross-functional coordination, and proactive reputation management rooted in public review ecosystems. The seamless integration between digital messaging and tangible service quality on-site is empirically proven to significantly influence prospective guests' decision-making processes, ultimately driving sustained growth in occupancy and visitor loyalty at Sunrai Villas Ubud.
Co-Authors Winda Dewi Sahagita