Painting Exhibition as a Tourist Attraction in the Hotel Industry in Yogyakarta: Case Study at Gramm and Kimaya Hotel

Abstract

Th Painting exhibitions are one of the innovative strategies in the hotel industry tocreate unique experiences and increase tourist attraction. This research aims toanalyze the role of painting exhibitions in increasing the attractiveness and addedvalue of two hotels in Yogyakarta, namely Gramm and Kimaya Hotel. These twohotels were chosen because of their consistency in holding painting exhibitionsinvolving local and national artists. This research uses a qualitative approach with acase study method to provide an in-depth understanding of the strategy and impactof painting exhibitions on hotel guests. The data in this research was collectedthrough in-depth interviews with hotel management, artists participating in theexhibition, as well as hotel guests who visited the exhibition, documentation andobservation. The analysis technique uses the Milles and Hubberman approach (1994)which consists of data reduction, data presentation and drawing conclusions.Interview results revealed that hotel guests felt their stay was more memorablebecause of the painting exhibition, especially for those who have an interest in artand culture. Guests feel that the hotel functions not only as a place to stay, but alsoas a cultural space that facilitates interaction with local art. This exhibition alsoprovides emotional value for guests, who claim to be more inspired and have apositive impression of the hotel. From the perspective of hotel managers, paintingexhibitions contribute to improving the hotel's image as a destination that supportsthe preservation and promotion of local culture, while strengthening differentiationfrom competitors in the hotel industry.