AULIA, UKKE INGGRYD (2023) STRATEGI PROMOSI WISATA BUDAYA BADUY SAAT PANDEMI COVID-19 (Studi Kasus Pada Dinas Kebudayaan dan Pariwisata Kabupaten Lebak). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The presence of Covid-19 has had an impact on various sectors, one of which is the tourism sector. Tourism is an important sector because tourism is one sector that the government can rely on to earn foreign exchange. the role of tourism in national development, apart from being a source of foreign exchange earnings, also contributes a lot to other fields. Among them are creating and expanding business fields, increasing the income of the community and government, encouraging the preservation of the environment and national culture. The theory used in this study is the CMC (Computer Mediated Communication) Theory by John December and the concept in this study is the marketing communications mix. The purpose of this study was to find out how the strategy promotion was carried out by the Culture and Tourism Office of Lebak Regency in promoting tourist destinations and creative economic results during the Covid-19 pandemic in 2020 – 2022. This research method is qualitative research. The data in this study were obtained by interviewing informants. The results of this study indicate that first, the promotional strategy for Baduy cultural tourism destinations carried out by the Culture and Tourism Office of Lebak Regency, namely advertising, publicity, public relations, social media marketing, mobile marketing, sponsorship marketing, personal selling, event marketing. sales promotion (sales promotion), interactive marketing. Meanwhile, the promotion strategy for the creative economic results of Baduy cultural tourism carried out by the Culture and Tourism Office of Lebak Regency during the 2020-2022 co-19 pandemic, namely publication (publicity), public relations (public relations), social media marketing, mobile marketing, sponsorship marketing, personal selling, event marketing, interactive marketing. Keywords: Strategy, promotion, marketing communication mix Kehadiran covid-19 memberikan dampak terhadap berbagai sektor salah satunya adalah sektor pariwisata. Pariwisata nerupakan salah satu sektor yang penting karena pariwisata merupakan salah satu sektor yang diandalkan pemerintah untuk memperoleh devisa. Peranan pariwisata dalam pembangunan nasional, di samping sebagai sumber perolehan devisa juga banyak memberikan sumbangan terhadap bidang-bidang lainnya. Diantaranya menciptakan dan memperluas lapangan usaha, meningkatkan pendapatan masyarakat dan pemerintah, mendorong pelestarian lingkungan hidup dan budaya bangsa. Teori yang digunakan dalam penelitian ini adalah Teori CMC (Computer Mediated Communication) oleh John December dan konsep pada penelitian ini adalah bauran komunikasi pemasaran. Tujuan penelitian ini adalah untuk mengetahui bagaimana strategi promosi yang dilkakukan oleh Dinas Kebudayaan dan Pariwisata Kabupaten Lebak dalam memrpomosikan destinasi wisata dan hasil ekonomi kreatif saat pandemi covid-19 tahun 2020 – 2022. Metode penelitian ini adalah penelitian kualitatif. Data dalam penelitian ini diperoleh dengan wawancara para informan. Hasil penelitian ini menunjukan bahwa pertama, strategi promosi destinasi wisata budaya Baduy yang dilakukan oleh Dinas Kebudayaan dan Pariwisata Kabupaten Lebak yaitu periklanan (advertising), publikasi (publicity), Hubungan Masyarakat (public relations), social media marketing, mobile marketing, sponsorship marketing, penjualan personal (personal selling), event marketing. promosi penjualan (sales promotion), interactive marketing. SeSedangkan strategi promosi hasil ekonomi kreatif wisata budaya Baduy yang dilakukan oleh Dinas Kebudayaan dan Pariwisata Kabupaten Lebak saat pandemi covid-19 tahun 2020 – 2022 yaitu publikasi (publicity), Hubungan Masyarakat (public relations), social media marketing, mobile marketing, sponsorship marketing, penjualan personal (personal selling), event marketing, interactive marketing. Kata Kuunci: Strategi, promosi, bauran komunikasi pemasaran
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