Strategi Public Relations dalam Meningkatkan Daya Saing Bisnis Perhotelan

This study aims to analyze the Public Relations (PR) strategies implemented by Sahid Raya Hotel & Convention Yogyakarta to enhance the competitiveness of the hospitality business. PR strategies play a crucial role in building a positive image, attracting new customers, and retaining customer loyalty. The method used is descriptive qualitative with a case study approach. Data were collected through interviews, observations, and document analysis. The results show that PR strategies involving social media, promotional events, and media relations have improved the hotel's visibility and image. Supporting factors include managerial support, strategic partnerships, and technological innovation. However, challenges such as budget constraints and digital literacy remain. This study provides recommendations to strengthen PR strategies, including the development of customer loyalty programs and regular evaluations.