STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM MEMPROMOSIKAN KEMBALI PARIWISATA PASCA ERUPSI GUNUNG MERAPI NOVEMBER 2010 (STUDI KASUS KUALITATIF DI DINAS PARIWISATA DAERAH ISTIMEWA YOGYAKARTA)

Gilang Septiana, NIM.: 07730057 (2011) STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM MEMPROMOSIKAN KEMBALI PARIWISATA PASCA ERUPSI GUNUNG MERAPI NOVEMBER 2010 (STUDI KASUS KUALITATIF DI DINAS PARIWISATA DAERAH ISTIMEWA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

DIY is a province rich with tourism, the province of DIY has 5 districts, Bantul Yogyakarta, Sleman, Kulon Progo, and Gunung Kidul. Researchers used the research in the Special Region of Yogyakarta because in November 2010 DIY experience a natural disaster and it caused deaths and damage by the erupting of the volcano. In this studied researchers explain about integrated marketing communications how the Office of DIY Department of Tourism do to restore the tourists as they are, because after the eruption of Merapi in November 2010 it declined tourists drastically. Researchers also use the theory of integrated marketing communications (IMC), which explain about three things, first about the planning process, second about implementation and the third about evaluation. The planning process of integrated marketing communications Yogyakarta Provincial Tourism Office, using several methods, using SWOT analysis, identifying target audiences, objectivity about IMC, budgets and, development. Secondly, the implementation of IMC is about the DIY Department of Tourism, such as promotional mix like advertising, online marketing, personal selling, publicity public relations, sales promotion, direct marketing. And then for the third evaluate the work of the DIY Department of Tourism. From the results from the researchers during data collection from DIY Department of Tourism using purposive sampling techniques, the primary data with interviews, and secondary data with the study of literature etc. After the researchers took the data in the DIY Department of Tourism by using purposive sampling, the researchers got a satisfactory result. That integrated marketing communications applied by the Provincial Tourism Office in their promoting and increase the tourists of DIY stated successful. The results, success in promoting DIY by Department of Tourism after eruption of Merapi November 2010 is satisfactory, since 2011 exactly for four months after the eruption the tourists increased rapidly.

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