Institusion
Politeknik Pariwisata NHI Bandung
Author
Syukron, Habib
Subject
HF5410-5417.5 Marketing, Distribution of Product
Datestamp
2022-12-01 01:37:20
Abstract :
This study aims to produce a tourism marketing communication
program for Banyumas Regency. The research method used is descriptive method
with a qualitative approach. There are 5 communication focuses consisting of
target market and positioning, communication objectives, communication
elements, budget and strategy components. The data process is carried out through
an interview process with the tourism office, direct observation, literacy studies
and focus group discussions between the tourism office, Bappeda. The findings
data were validated using triangulation techniques and analyzed according to the
stages of the marketing communication plan. This research produces a marketing
communication program with a duration of one year containing the target market
for domestic tourists from Central Java, Jakarta and foreign tourists from
Singapore, Malaysia, Australia and Thailand with a positioning namely
"Banyumas Nostalgia, Makes you feel at home" . The purpose of marketing
communication is to provide Banyumas Regency destinations to the target market.
The communication elements chosen are advertising, digital marketing, sales
promotion, public relations and events. The budget method is a task and a goal.
This research will produce a plan that contains programs such as advertising in the
city center and YouTube, advertising billboards, use of websites, social media and
advertising on Indonesian railways, public relations in the form of influencers and
tourism ambassadors, Banyumas heritage events.
Keywords:
Tourism Destination Marketing, Tourism Marketing Communication, Tourism
Marketing Program.