The Role of Public Relations in Maintaining Existence Through Stakeholder Management: A Qualitative Descriptive Study at Hotel Vue Palace Bandung, West Java

This study explores the role of Public Relations (PR) and stakeholder management in maintaining the corporate existence of Hotel Vue Palace Bandung, a four-star hotel operating in a highly competitive hospitality industry. Using a qualitative descriptive method, data were collected through in-depth interviews, observations, and documentation with three key informants: the Managing Director, General Manager, and Public Relations Officer. The findings reveal that PR plays a pivotal role in sustaining the hotel's existence by managing internal and external communications, addressing issues that may affect reputation, and ensuring service quality. Stakeholder collaboration—particularly between management, employees, and external partners—supports operational efficiency and strengthens public trust. The study identifies several strategies used by PR and stakeholders, including personalized communication with guests, social media engagement, innovation in marketing activities, and consistent service improvement. In addition, online promotional activities such as webinars enhance public engagement and visibility. The research concludes that effective public relations practices combined with strong stakeholder relationships are critical for sustaining the existence of Hotel Vue Palace in the long term. Challenges such as facility delays can hinder operations, underscoring the importance of proactive coordination and continuous innovation to ensure stability and growth in the hospitality sector.