EVENT TOURISM SEBAGAI MARKETING PUBLIC RELATIONS DINAS PARIWISATA KABUPATEN WAKATOBI DALAM PEMBENTUKAN CITRA DESTINASI WISATA (Studi Kasus Event Tahunan Wakatobi Wave 2022)

HASIATI, SINTA (2024) EVENT TOURISM SEBAGAI MARKETING PUBLIC RELATIONS DINAS PARIWISATA KABUPATEN WAKATOBI DALAM PEMBENTUKAN CITRA DESTINASI WISATA (Studi Kasus Event Tahunan Wakatobi Wave 2022). S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Penyelenggaraan event tahunan Wakatobi Wave (Wonderful Festival dan Expo) 2020 dibatalkan karena menurunnya minat wisatawan akibat bencana pandemi global (Covid19). Tahun 2021 Wakatobi Wave (Wonderful Festival dan Expo) kembali diadakan namun 100% wisatawan yang datang hanya sebatas wisatawan dalam negeri. Wakatobi Wave (Wonderful Festival dan Expo) yang dilaksanakan pada bulan November 2022 sebagai event tahunan merupakan salah satu strategi humas pemasaran Dinas Pariwisata Kabupaten Wakatobi untuk membangun wish image Wakatobi sebagai destinasi bahari yang mengusung misi peningkatan domestik dan kunjungan wisatawan mancanegara. Frank Jefkins menyatakan bahwa kesan, gambaran, atau kesan yang tepat (sesuai dengan kenyataan) atau gambaran adanya berbagai kebijakan atau layanan kepegawaian suatu organisasi atau perusahaan. Pembentukan citra destinasi dianalisis untuk melihat gambaran representasi destinasi Wakatobi di benak khalayak dan perannya dalam menentukan minat berkunjung. Metode yang digunakan dalam penelitian ini adalah Studi Kasus. Event Wakatobi Wave 2022 Harmony in Diversity sebagai event pariwisata berhasil membangun image Wakatobi saat ini sesuai dengan gambaran keinginan dimana dengan event Wakatobi Wave 2022 masyarakat melihat Wakatobi sebagai destinasi utama pilihan wisata bahari yang lahir dari sebuah strategi branding dan strategi konten menggunakan pendekatan BAS (branding, advertising, sales), DOT (Destination-Original-Time) dan POS-e (Paid Media, Owned Media, Social Media dan Endorser). The implementation of the 2020 Wakatobi Wave (Wonderful Festival and Expo) annual event was canceled due to declining tourist interest due to the global pandemic disaster (Covid19). In 2021 Wakatobi Wave (Wonderful Festival and Expo) was held again but 100% of the tourists who came were limited to domestic tourists. Wakatobi Wave (Wonderful Festival and Expo) which will be held in November 2022 as an annual event is one of the marketing public relations strategies of the Wakatobi Regency Tourism Office to build Wakatobi's wish image as a marine destination that carries the mission of increasing domestic and foreign tourist visits. Frank Jefkins states that the right impression, picture, or impression (in accordance with reality) or figure of the existence of various personnel policies or services of an organization or company. The formation of destination image is analyzed to see the representative image of Wakatobi destination in the minds of the audience and its role in determining visitation interest. The method used in this research is Case Study. The Wakatobi Wave 2022 Harmony in Diversity event as a tourism event succeeded in building the current image of Wakatobi in accordance with the wish image where with the Wakatobi Wave 2022 event the public saw Wakatobi as the main destination option for marine tourism which was born from a branding strategy and content strategy using the BAS (branding, advertising, selling) approach, DOT (Destination-Original-Time) and POS-e (Paid Media, Owned Media, Social Media and Endorser).

Item Type: Thesis (S2)
NIM/NIDN Creators: 55220120054
Uncontrolled Keywords: Event Tourism, Branding, Pembentukan Citra, Marketing Public Relations, Strategi Komunikasi. Event Tourism, Branding, Image Formation, Marketing Public Relations, communication strategy.
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: SUTRA DEWANGGA
Date Deposited: 24 Jan 2025 04:06
Last Modified: 24 Jan 2025 04:06
URI: http://repository.mercubuana.ac.id/id/eprint/93728

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