Strategy of Hotel Marketing Management in Traditional Cultural Events in Solo

This study aims to reveal the form of business of hotel marketing management in increasing the occupancy rate of the room through synergy with inter-related institutions with traditional cultural events held in Solo. Solo city is one of the tourist destination in Central Java slogan of Surakarta as “Spirit of Java” which make city with its soul of Java island. The research method used explorative qualitative research with cultural-ethnographic-based study approach. The location of his research in Surakarta City by taking research data through in-depth interviews with key informants with the parties involved in tourism and hotels. Secondary data research is needed through observation of researchers, documents, and policies on hotel marketing management strategies in Surakarta relating to traditional cultural events. To test the validity of the data the researcher did triangulation for each finding. The result of this research has been much effort done from hotel marketing management in increasing the occupancy rate of room in Solo City which at this time. Collaboration between the hospitality, tourism office and travel agency in the future still need to be improved for the image of Solo which is tourist friendly.