Media Richness Theory and Hard Rock Hotel Bali: The Limitation of Interaction Becomes the Survival Weapon from The Covid Pandemic
Dina Sekar Vusparatih, S.IP., M.I.Kom, Handy Martinus, ST., MM., Dr. Eshaby Mustafa

Bina Nusantara Universiti, Indonesia

Universiti Utara Malaysia, Malaysia

Abstract

Bali as one of the famous tourism destinations in the world, has had a big impact of the Covid-19 pandemic. The purpose of this research is to find the efforts of Hard Rock Hotel Bali to survive from the government^s limitation policy due the pandemic by exploring the technology media richness. Using the qualitative approach and case study method, this research is aiming to gain a deep and contextual information. Interviews and observations are done to collect data. As the result, Hard Rock Hotel Bali has been trying to have and implement a digitalization operational to all sectors including services aspect to minimize physical interaction and avoid the contagious of the virus. In parallel, the hotel has tried to re-operate with more guests and with a good standard of health protocols by optimizing the technology. With these strategies, the hotel can keep a safe and healthy environment, also build trust to its customers.

Keywords: Technology, Media Richness Theory, Digitalization, Pandemic

Topic: Economic, Business and Technology