ZULHAKIM, ZULHAKIM (2015) STRATEGI KOMUNIKASI PEMASARAN BADAN PROMOSI PARIWISATA DAERAH (BPPD) NUSA TENGGARA BARAT (NTB). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
One of the key issues in the development of tourism in Indonesia is the marketing promotions of tourism in every region are not integrated. Therefore Law of Republic Indonesia No. 10/2009 on Tourism, allow the regional government to establish Regional Tourism Promotion Board (BPPD) as a specialized institution that handles tourism promotion. NTB Province established a tourism board in 2009. According to the data of tourist arrivals in NTB during 2009-2014 are increased significantly. But in fact the marketing communications of tourism among the tourism stakeholders in NTB still not integrated well. The questions are what the obstacles that make BPPD not successfully integrated marketing communications in NTB? What strategies are applied and How the stages of Planning, Implementation and Evaluation of the strategy? This study refers to various theories of communication and tourism marketing. Communication strategy model used is the Integrated Marketing Communications (IMC) and the STP (Segmenting, Targeting and Positioning) in the planning stages. The research method using case studies with a qualitative approach. Data collecting techniques are in-depth interview, literature study and observation. The results are BPPD determine geographic segmentation with the domestic tourists and international tourists as a main target. In the positioning BPPD want NTB became the first place for tourists if they want to vacation. In the implementation of the strategy, BPPD tend to use Push Strategy. They reach out to tourists by maximizing stakeholders as a communications intermediary. This can be seen from the choice of the promotional mix used as Personal Selling, Advertising, Public Relations, Joint Promotion and Sponsorship. The obstacles in the implementation of the strategy are: (1) BPPD credibility as a source of the message is still in doubt (2) Poor quality of the message (3) Conflicts of interests among stakeholders (4) Difficulty of coordination (5) The messages are less attractive for communicant. Salah satu persoalan utama pariwisata Indonesia adalah tidak padunya pemasaran pariwisata di setiap daerah. Untuk mengatasinya Undang-undang (UU) Nomor 10 Tahun 2009 tentang Kepariwisataan mengizinkan Pemda membentuk Badan Promosi Pariwisata Daerah (BPPD) untuk menangani promosi pariwisata. Provinsi NTB kemudian membentuk BPPD tahun 2009. Melihat tren peningkatan kunjungan wisatawan ke NTB sepanjang 2009-2014, kehadiran BPPD sepertinya berdampak positif terhadap jumlah kunjungan. Namun kenyatannya para stakeholder pariwisata (pemerintah maupun swasta) masih terlihat berjalan sendiri-sendiri. Dari kondisi tersebut muncul pertanyaan hambatan-hambatan apa yang membuat BPPD sulit mensinergikan promosi pemasaran pariwisata di NTB. Strategi apa yang digunakan, dan bagaimana tahapan perencanaan, pelaksanaan dan evaluasi strategi tersebut. Penelitian ini mengacu pada berbagai teori komunikasi dan pemasaran khusunya terkait pariwisata. Model strategi komunikasi yang digunakan adalah konsep Integrated Marketing Communications (IMC). Dalam tahapan perencanaan mengadopsi pola STP (Segmenting, Targeting dan Positioning). Metode penelitian menggunakan studi kasus dengan pendekatan kualitatif. Teknik pengumpulan data melalui wawancara mendalam, studi kepustakaan dan observasi. Hasilnya BPPD melakukan segmentasi geografis dengan target wisatawan nusantara kemudian wisatawan mancanegara. Dari positioning, BPPD ingin NTB menjadi daerah pertama bagi wisatawan jika ingin berlibur. Dalam pelaksanaan strategi, BPPD cenderung menggunakan Push Strategy. Mereka menjangkau wisatawan dengan memaksimalkan peran stakeholders sebagai perantara komunikasi. Ini terlihat dari pilihan bauran promosi yang digunakan seperti Personal Selling, Advertising, Public Relation, Joint Promotion dan Sponsorship. Adapun hambatan pelaksanaan strategi tersebut antara lain. (1) Kredibilitas BPPD sebagai sumber pesan yang masih diragukan, (2) Kualitas pesan yang diampaikan belum bisa menjangkau sasaran, (3) Konflik kepentingan antar stakeholders (4) Sulitnya koordinasi, (5) Konflik antar pelaku pariwisata (6) Pesan yang kurang menarik bagi komunikan.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-552-15-037 |
| Call Number: | TK/52/15/100 |
| NIM/NIDN Creators: | 55210110007 |
| Uncontrolled Keywords: | Staregi Komunikasi Pemasaran, CORCOM, korporate komunikasi dan komunikasi pemasaran |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Pascasarjana > Magister Ilmu Komunikasi |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 25 Sep 2015 11:52 |
| Last Modified: | 23 Jun 2022 06:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/7253 |
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