STRATEGI SOCIAL WORD OF MOUTH (SWOM) COMMUNICATION DALAM PENGEMBANGAN PARIWISATA

R. Dimas Rachman Aditya, NIM : 15730053 (2021) STRATEGI SOCIAL WORD OF MOUTH (SWOM) COMMUNICATION DALAM PENGEMBANGAN PARIWISATA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Taman Puspa Gading was one of new tourist destination in Bantul Region. By using its potencial, in a short time Taman Puspa Gading was able to became one of the favorite tourist destination in Bantul. This Phenomenon cannot be separated from the role of the IT and social media division in managing social media account. This research essentially discusses the s-WOM (Social Word of Mouth) Communication Strategy used by Taman Puspa Gading to run their tourism promotion throught sosial media, including s-WOM Consumers; s-WOM Company and s-WOM Collaborative. The question of this research is about how Taman Puspa Gading uses s-WOM Communication method to be able to develop 4 (four) main components in tourism development, i.e. marketing; accesibility; destination; human resource and tourism institutional. The research was using qualitative description with deep interview, observation and documentation to get the data. The result indicates that Taman Puspa Gading has used the s-WOM Communication method as the main strategy in tourism promotion.

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