STRATEGI BAURAN PEMASARAN OBJEK WISATA BARU (STUDI DESKRIPTIF KUALITATIF PADA TAMAN PELANGI YOGYAKARTA)

SAIDA SANIATI , NIM. 09730093 (2013) STRATEGI BAURAN PEMASARAN OBJEK WISATA BARU (STUDI DESKRIPTIF KUALITATIF PADA TAMAN PELANGI YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA.

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Abstract

This research has title “The promotion mix strategy on the new tourist attraction” refers to the promotional activities done by Taman Pelangi in promoting this tourist spot. Promotional activity is an activity that is absolutely to be carried out by a company. As a new tourist attraction, of course, a lot of the efforts made by the Manager of the Taman Pelangi to promote these sights so it is able to introduce a name and an overview about the Taman Pelangi to the public. The purpose of this research is to know the promotion strategies and promotion mix elements used by the Taman Pelangi. The method was used on this research is qualitative descriptive. Data collecting technique was used is interview with Taman Pelangi’s staff and also the visitors. Besides interview and documentations, data also collected by literature study. The result of research shows promotion strategy carried out using the promotion mix of advertising, public relations, sales promotion, direct marketing, and personal selling. Advertising media used are newspaper, magazine, the internet, and outdoor media. Public relations is an applied from CSR activities and offer coopertaion. Activites in the form of sales promotion offers free tickets and multi-product and merchandise spending. Direct marketing using the internet marketing is through direct mail. Personal selling is done by involving the marketing team of Laskar Garuda Taman Pelangi. Promotion mix has been used by Taman Pelangi in promoting it self as a new tourist attraction in Yogyakarta. Promotion mix by Taman Pelangi incorporated in some form in the promotional activites. KEYWORD: Promotion Mix Strategy, New Tourist Attraction, Taman Pelangi Yogyakarta

Item Type: Thesis (Skripsi)
Subjects: Ilmu Komunikasi
Divisions: Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1)
Depositing User / Editor: Miftahul Ulum, S.Kom ------- youtube : ulum virgo -------- Facebook : digilibuin
Date Deposited: 25 Apr 2013 15:49
Last Modified: 06 Jan 2016 08:36
URI: http://digilib.uin-suka.ac.id/id/eprint/7420

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