TY  - THES
ID  - digilib7420
UR  - https://digilib.uin-suka.ac.id/id/eprint/7420/
A1  - SAIDA SANIATI , NIM. 09730093
Y1  - 2013/02/11/
N2  - 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


PB  - UIN SUNAN KALIJAGA
M1  - skripsi
TI  - STRATEGI BAURAN PEMASARAN OBJEK WISATA BARU
(STUDI DESKRIPTIF KUALITATIF PADA TAMAN PELANGI YOGYAKARTA)

AV  - restricted
ER  -