PERENCANAAN PROGRAM KOMUNIKASI PEMASARAN PARIWISATA DI KABUPATEN BANYUMAS

Syukron, Habib (2020) PERENCANAAN PROGRAM KOMUNIKASI PEMASARAN PARIWISATA DI KABUPATEN BANYUMAS. D4 thesis, Poltekpar NHI Bandung.

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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.

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