Track: Knowledge Management

Abstract

Indonesia's ranking travel and tourism competitiveness report shows improvement, but level tourism competitive was lower in the world. Indonesia has weaknesses in terms of infrastructure and the supporting environment in market tourism. Hotel occurs to brand and price when consumer choice it. Option global brand includes in competitiveness market hotel business. Several local hotels had already changed the rebrand to a worldwide brand, but the occupation room decreased. This paper wanted to observe that international brand hotels can influence brand awareness through intent and purchase on service and product MICE hotel. Smart PLS version 3.0 as a running data tool used as a partial least square model. Range three months, we got 2300 customers of this hotel and using Slovin formula with a margin error of 10 % and the survey spread by questionnaire. The research has proven top of global brand significant influence on brand awareness through intent and purchase. Even though hotel rebranding with a worldwide brand is not influenced well by plan and buy, brand awareness could familiarize consumers with this hotel brand. Our suggestion strategy using the global brand is not enough to grab consumers. Excellent service and promotion hotels must capture by brand awareness of the consumer minds.