Strategi Integrated Marketing Communication di Pariwisata Pulau Morotai sebagai Wisata Bali Baru
Abstract
Although Morotai island was included in the top 10 tourist attractions or as a new Bali tourist object by the central government in 2016, it did not undergo a significant development. Moreover, the regional revenue of the Department of Tourism Morotai Regency is the lowest compared to other departments. The Department of Tourism stated that they did not reach the revenue target. In terms of their promotion strategy, it is still far from their expectation. However, in 2020, the Department of Tourism made a move to their promotion strategy by implementing the Integrated Marketing Communication Strategy began to empower local communities to become tourism-aware people in order to develop Morotai tourism. This research is descriptive qualitative research using Case Study method. The data were collected from related documents and by conducting participant interview. In this study, researchers want to find out how the government's strategy is to empower the community to become a tourism-aware community to build island tourism. The result of this study showed that the Department of Tourism Morotai regency began to implement the concept of Integrated Marketing Communication Strategy in 2020. The Department applied promotional advertising, personal selling, interactive marketing, as well as maximizing the community relationship to achieve an effective marketing communication. Furthermore, the Department of Tourism has received supports from the central government and regional government; thus, it led to a more effective implementation of their promotional strategy. The Morotai Tourism Office is also taking advantage of the current pandemic situation by conducting trainings for business people and the community as a whole to satisfy tourists who will later visit Morotai.
Full Text:
PDFReferences
Arikunto, S. (2013). Prosedur Penelitian: Suatu Pendekatan Praktik. Jakarta: Rineka Cipta
As' ad, S. (2020). Sharia Bank Marketing Communication Strategies in Increasing Brand Awareness (Study on Islamic Bank in Yogyakarta City). Afkaruna: Indonesian Interdisciplinary Journal of Islamic Studies, 16(2), 228-248.
Bungin, B. (2015). Metodologi Penelitian Kualitatif. Jakarta: Rajawali Pers.
Feick, R. D., & Hall, G. B. (1999). Consensus-building in a multi-participant spatial decision support system. URISA journal, 11(2), 17-23.
Kennedy, John. E; R Dermawan Soemanagara. (2006). Marketing Communication – Taktik dan Strategi. Jakarta. PT Buana Ilmu Populer (kelompok Gramedia)
Maryani, P. D., & Zaenuri, M. (2021). Dampak Pengembangan Desa Wisata Wukirsari Terhadap Peningkatan Ekonomi Masyarakat Lokal Tahun 2017-2018. Jurnal Pariwisata Terapan,5(2), 115-127.
Muljadi, A.J. (2012). Kepariwisataan dan Perjalanan. Jakarta: Raja Grafindo Persada.
Noermawati, J., Pratiwi, A., Rozikan, R., & Zakiy, M. (2019). Pemberdayaan kelompok hadroh dalam peningkatan status sosial dan ekonomi masyarakat di indonesia. In Seminar Nasional Hasil Penelitian & Pengabdian Kepada Masyarakat (SNP2M) (pp. 399-404).
Pitana, I., & Diarta, I. (2009). Pengantar ilmu pariwisata. Yogyakarta: Penerbit Andi.
Praswati, A.N., (2017). Perkembangan Model Helix Dalam Peningkatan Inovasi. Prosiding Seminar Nasional Riset Manajemen dan Bisnis, hal.690-705
Situmorang, S. H. (2008). Analisis Data Penelitian. Cetakan Kedua. Medan: USU Press
Spillane, J. J. (1987). Ekonomi Pariwisata, Sejarah dan Prospeknya. Kanisius
Suryanto. (2015). Pengantar Ilmu Komunikasi. Bandung: CV. Pustaka Setia
Suyanto, M. (2007). Marketing Strategy Top Brand Indonesia. Yogyakarta: Andi Offse
Uyung, S. (2003). Integrated Marketing Communications. (Yogyakarta; Pustaka Pelajar).
Yoeti, O. A. (1985). Pengantar Ilmu Pariwisata. Bandung. Angkasa
Zakiy, M. (2021). Inisiasi Pembentukan Usaha Baru Melalui Pemberdayaan untuk Mewujudkan Kemandirian Ekonomi Warga. JPPM (Jurnal Pengabdian dan Pemberdayaan Masyarakat), 5(1), 1-6.
Zakiy, M., & Rozikan. (2020). Establishment of KUB as Alternative to Economic Independence of Pedak Society, Srandakan, Bantul. Jurnal Pemberdayaan Masyarakat Madani (JPMM), 4(2), 187-201.
Zakiy, M., Wardana, L. K., & Vebrynda, R. (2020). Pendirian Koperasi Kelompok Usaha Bersama (Snack) Dusun Kasihan RT 6 Tamantirto Kabupaten Bantul DI Yogyakarta. ETHOS: Jurnal Penelitian dan Pengabdian kepada Masyarakat, 8(2), 145-153.
Zukhrufani, A., & Zakiy, M. (2019). The Effect Of Beauty Influencer, Lifestyle, Brand Image And Halal Labelization Towards Halal Cosmetical Purchasing Decisions. JEBIS (Jurnal Ekonomi dan Bisnis Islam)| Journal of Islamic Economics and Business, 5(2), 168-180.
https://gamalamanews.com/2019/11/12/setiap-tahun-capaian-pad-pulau-morotai-meningkat/
Refbacks
- There are currently no refbacks.
Copyright (c) 2022 JIKA (Jurnal Ilmu Komunikasi Andalan)
Â
Penerbit :
Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Majalengka.
Alamat :
Gedung FISIP Universitas Majalengka, Jalan K.H. Abdul Halim No. 103, Majalengka, Jawa Barat, Indonesia.
email : jurnalilkomandalan@gmail.com | https://jurnal.unma.ac.id/index.php/jika/index
Â