THE EFFECTIVENESS OF TRAINING ON CULTURAL PRESENTATION TECHNIQUES AND PERSONAL BRANDING ON MEMBERS OF THE BANDUNG HOTEL PRIVATE ASSOCIATION
Ani Yuningsih, Dadan Mulyana, Maman Chatamallah, Ashabul Yamin Asgha

Communication Science Faculty, Universitas Islam Bandung

Abstract

This research on the Effectiveness of Cultural Presentation Techniques and Personal Branding Training was conducted for the members of the Bandung Hospitality Public Relations Association, namely the Bandung Hotel Public Relations Association (H3B). H3B is an association consisting of public relations practitioners from hotels in the city of Bandung. This association aims to scent and build the image of the city of Bandung, so that domestic and foreign tourists from various countries are interested in traveling or doing business trips to Bandung. Sundanese culture with its various unique values, arts and artifacts, is one of the important content that must be presented to potential tourists by hospitality public relations officers. Public relations officers, also need to build and strengthen personal branding as cultural ambassadors as well as hotel ambassadors they represent.
The research was conducted through a descriptive study using pre-test and post-test instruments, to measure the effectiveness of the training, to increasing participants^ knowledge about cultural presentation techniques and personal branding. In addition, the researchers also conducted observations and interviews some of participants, before and during the training, to determine the improvement of participants^ skills.
The number of respondents, namely the training participants, is as many as 30 people who come from hotels in Bandung. The results showed that the training was effective in improving the participants^ knowledge and skills about cultural presentation techniques and personal branding. Participants also stated that the training was very useful, because there was an interactive discussion about cultural diplomacy and personal branding which was needed to improve the performance of hospitality public relations professionals, and to assist local governments in strengthening city branding in the city of Bandung.

Keywords: cultural presentation techniques, personal branding, cultural diplomacy

Topic: Media, Journalism, and Information