BAURAN PROMOSI DINAS PARIWISATA KABUPATEN WONOSOBO DI MASA PANDEMI COVID-19 DALAM MENINGKATKAN JUMLAH KUNJUNGAN WISATAWAN

Achmad Alfain A, NIM.: 18107030111 (2022) BAURAN PROMOSI DINAS PARIWISATA KABUPATEN WONOSOBO DI MASA PANDEMI COVID-19 DALAM MENINGKATKAN JUMLAH KUNJUNGAN WISATAWAN. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Since the outbreak of the COVID-19 virus in Indonesia, it has had a major impact on all areas of life, one of which is related to tourism. the spread of the covid-19 virus has reduced the number of tourists visiting Indonesia, especially in the Wonosobo district. This study aims to determine the marketing communication strategy of the Wonosobo Regency Tourism Office in increasing the number of tourist visits in the midst of the covid-19 pandemic. The theory used in this research is the Promotion mix Marketing Communication Theory, and also the Theory of Social media used. The research method used is descriptive qualitative research method. The method of collecting data in this research is in-depth interviews with parties, as well as conducting observations and documentation. The results showed that the Wonosobo Regency Tourism Office carried out a strategy in attracting the number of tourist visits, namely by determining the audience, determining communication objectives, designing messages, choosing communication channels, and making decisions on the promotion mix. The communication media used are advertising, sales promotion, personal selling, public relations and direct marketing, and word of mouth marketing. In addition, the Department of Tourism considers marketing communication media through social media as the most effective marketing communication media and has a great influence in promoting the marketing of a tourist spot, especially for tourist attractions in Wonosobo Regency.

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