PERENCANAAN KOMUNIKASI PEMASARAN TERPADU PARIWISATA DAERAH (STUDI DESKRIPTIF PADA DINAS PARIWISATA, KEBUDAYAAN, PEMUDA, DAN OLAHRAGA KABUPATEN SRAGEN)

SYAIFUL ARDIANSYAH , NIM. 09730008 (2013) PERENCANAAN KOMUNIKASI PEMASARAN TERPADU PARIWISATA DAERAH (STUDI DESKRIPTIF PADA DINAS PARIWISATA, KEBUDAYAAN, PEMUDA, DAN OLAHRAGA KABUPATEN SRAGEN). Skripsi thesis, UIN SUNAN KALIJAGA.

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Abstract

Sragen which known as Bumi Sukowati, is one of regencies in Central Java that was chosen as the main destinations in Visit Jateng 2013 campaign. This suggests that Sragen has an attractive tourism potential. In order to promote its tourism potential, the Local Government of Sragen has made various activities of integrated marketing communications. However, it seems it is not quite successful due to inequality and decline of tourist arrivals in some tourist attraction for years. These inequality and declines will not occur if the integrated marketing communications planning done properly based on previous evaluation. This research aims to describe and evaluate integrated marketing communications planning process done by the Tourism, Cultural, Youth and Sports Department to promote Sragen tourism. The method used in this research is descriptive method with qualitative approach. Data was collected by the process of interviewing, observation, and documentation. The data validation was tested through Data triangulation method. The results shown that generally, the Tourism Department has been through six stages in the integrated marketing communications planning process model by George E. Belch & Michael A. Belch. Yet there are some decisions that is not right in that plan, which creates inequality between these objects. Tourism Department's decision determining the position of each object based on its function and none of Sragen tourism positioning as a big umbrella of these objects makes it ambiguous in the consumer's mind. Moreover, selecting Sangiran as the main promotional message is also a less precise decision. Both things are even drown another objects more than Sangiran.

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