STRATEGI KOMUNIKASI PEMASARAN POTENSI WISATA DIENG KABUPATEN WONOSOBO

NURHAYATI, SITI (2021) STRATEGI KOMUNIKASI PEMASARAN POTENSI WISATA DIENG KABUPATEN WONOSOBO. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Dieng as one of the tourist destinations that is unique, beautiful and in terms of nature, culinary, culture, because it has been communicated well by the Tourism and Culture Office of Wonosobo district. Marketing communication activities aim to create interaction between business partners, tourists and are efforts to communicate tourist attractions, the theory used is a strategic communication process, Marketing Communication Strategy SOSTAC model. The constructivist paradigm used in this study uses qualitative methods with case studies, this research is a combination of primary data and secondary data. Data collection techniques, namely through interviews and documentation. Data analysis, namely data reduction, data presentation, and drawing conclusions. To fulfill the validity of this research data used triangulation with sources. Researchers tried to find empirical evidence from the object of research how to reveal communication strategies in communicating the potential of Dieng tourism. The results of the study show the congruence between the predicted concept patterns based on the theories related to the empiric case study findings pattern. Based on the analysis that resulted in the conclusion, namely the Marketing Communication Strategy of the Tourism and Culture Office of Wonosobo Regency using a promotional mix of advertising, promotion, personal selling, direct selling, public relations. Marketing communication activities are mostly assisted by tour and travel agent business partners as well as tourists through social media. Keywords: strategy, marketing communication, SOSTAC method, tourism Dieng sebagai salah satu destinasi wisata yang memiliki keunikan, keindahan dan dari segi alamnya,kulinernya,budayanya, Karena telah dikomunkasikan dengan baik oleh pihak Dinas Pariwisata dan kebudayaan kabupaten Wonosobo.. Kegiatan komunikasi pemasaraan bertujuan untuk menciptakan interaksi antara mitrausaha, wisatawan dan merupakan upaya untuk mengkomunikasikan tempat wisata, teori yang digunakan adalah proses komunikasi startegi, Strategi Komunikasi Pemasaran model SOSTAC. Paradigma konstruktivis digunakan pada penelitian ini meggunakan metode kualitatif dengan studi kasus,penelitian sini adalahperpaduan antnara data primer dan data sekunder. Teknik pengumpulan data yaitu melalui wawancara dan dokumentasi. Analisis data, yaitu reduksi data, penyajian data, dan penarikan kesimpulan. Untuk memenuhi keabsahan data penelitian ini digunakan triangulasi dengan sumber .Peneliti berusaha mencari bukti empiric dari objek penelitian bagaimana mengungkap startegi komunikasi dalam kegiatan mengkomunikasikan potensi wisata Dieng. Hasil penelitian menunjukkan kesesuaian antara pola konsep yang diprediksi berdasarkan dengan teori-teori yang berhubungan dengan pola temuan empiric studi kasus. Berdasarkan analisis yang menghasilkan kesimpulan yaitu Strategi Komunikasi Pemasaran Dinas Pariwisata dan Kebudayaan kabupaten Wonosobo menggunakan bauran promosi Advertising, promotion, personal selling, direct selling, public relation. Aktifitas komunikasi pemasaran banyak dibantu oleh mitra usaha agen tour and travel juga wisatawan melalui medsos. Kata kunci: strategi, komunikasi pemasaran, Metode SOSTAC, pariwisata

Item Type: Thesis (S2)
NIM/NIDN Creators: 55218110052
Uncontrolled Keywords: strategi, komunikasi pemasaran, Metode SOSTAC, pariwisata
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.61 Interfacing and Communications for Specific Types of Electronic Computers/Antarmuka dan Komunikasi untuk Jenis Komputer Elektronik Tertentu
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.62 Interfacing and Communications Protocols (Standards)/Tampilan Antarmuka dan Protokol Komunikasi (Standar)
700 Arts/Seni, Seni Rupa, Kesenian > 790 Recreational and Performing Arts/Olah Raga dan Seni Pertunjukan > 794 Indoor Games of Skill/Permainan Ketangkasan dalam Ruangan > 794.1 Chess/Catur > 794.12 Strategy and Tactics/Strategi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 20 Oct 2023 03:54
Last Modified: 20 Oct 2023 03:54
URI: http://repository.mercubuana.ac.id/id/eprint/82922

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