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ANALISIS KOMUNIKASI PEMASARAN TERPADU DALAM MEMASARKAN PARIWISATA BERKELANJUTAN (STUDI DESKRIPTIF KUALITATIF PADA DESA WISATA PENTINGSARI YOGYAKARTA)
The success of DIY as a tourism destination has brought the impact of increasingly fierce competition among various destinations, especially tourist villages. Along with this, sustainable tourism is one of the concepts that aims to develop the tourism industry. This study has analyzed the integrated marketing communication strategy implemented by Pentingsari Tourism Village to promote sustainable tourism. The study has explored a variety of marketing tools, including advertising, personal selling, public relations, direct marketing, sales promotion, internet marketing, word of mouth, & events and experiences in attracting tourists. The research method that was used is a qualitative descriptive study. The study results show that Pentingsari Tourism Village has succeeded in increasing tourist interest through social media, word of mouth, and advertising networks with partners. The marketing strategies that have been carried out have also succeeded in creating a positive image and expanding the village promotion network. However, the study also found that several areas need to be further developed, such as initiatives in organizing special events that can attract visitors in person and the use of more innovative digital technology. The recommendation of this study is to utilize paid advertising on various social media to increase information about the village and hold an annual event with the theme of the village concept.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 20107030013 Siti Shofia Latifah Azzahra
ANALISIS KOMUNIKASI PEMASARAN TERPADU DALAM MEMASARKAN PARIWISATA BERKELANJUTAN (STUDI DESKRIPTIF KUALITATIF PADA DESA WISATA PENTINGSARI YOGYAKARTA) (Text)
ANALISIS KOMUNIKASI PEMASARAN TERPADU DALAM MEMASARKAN PARIWISATA BERKELANJUTAN (STUDI DESKRIPTIF KUALITATIF PADA DESA WISATA PENTINGSARI YOGYAKARTA) (Other)
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