%A NIM. 11730021 SAROH GANIK HARYATI
%O Fajar Iqbal, M.Si.
%T STRATEGI BAURAN KOMUNIKASI PEMASARAN PEMERINTAH DESA DALAM MENARIK WISATAWAN (Studi Kualitatif di Obyek Wisata Umbul Ponggok, Klaten, Jawa Tengah)
%X This research to describe determine the marketing communication mix strategy
which is conducted by Village Government in attracting tourists in Umbul Ponggok
tourism site. The first theory that researchers use is strategic planning that is the
analysis of the situation (SWOT), the second theory is marketing communication
strategy through the marketing mix , and the third theory is tourist attraction. The
district of Klaten has some tourism sites has not been made as tourist destination area,
as well as Solo and Yogyakarta. One of tourism site that potentially to develope is
Umbul Ponggok, because of that the Village Government need to pay attention to do
the marketing communication strategy to attract the tourists. In the year of 2014 the
Village Government started to do a communication strategy by introducing a
snorkeling and diving programme in Umbul Ponggok tourism site. The result of these
programs can raise the visitors on a drastic scale than before that are between 2013-
2014.
This is a qualitative study with descriptive. The subject of this study is Village
Government and BUMDes Tirta Mandiri manager as key informan. While the object
of the study is marketing communication mix strategy of Village Government in
attracting tourist in Umbul Ponggok tourism site. The data collection methods used in
this study was in deep interview, observation, documentation, and online data search.
Data analysis techniques used in this study were the model of Miles and Humbermen.
Technical validity of the data used in this study was triangulation.
The result of this study was marketing communication mix strategy conducted
by the Village Government in attracting tourists is an increase in tourists that visiting
tourism site Umbul Ponggok, in 2015 traveler reach 100-500 on a normal day and on
holiday reach 1500-3000 visitors. Besides, this research also produce findings that to
attract tourist need a support from local communities. It is intended to Village
Government in conducting marketing communication strategy can be spread all over
with the parties involve.
Keyword: Marketing Communication Mix Strategy, Village Government, Tourist
%K Marketing Communication Mix Strategy, Village Government, Tourist
%D 2015
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib19613