MARKETING PUBLIC RELATIONS PADA EVENT FESTIVAL KAMPUNG WISATA DALAM MENINGKATKAN DAYA TARIK PENGUNJUNG (STUDI DESKRIPTIF KUALITATIF PADA DINAS PARIWISATA KOTA YOGYAKARTA)

Muhammad Fajar Adi Wibowo, NIM.: 20107030032 (2024) MARKETING PUBLIC RELATIONS PADA EVENT FESTIVAL KAMPUNG WISATA DALAM MENINGKATKAN DAYA TARIK PENGUNJUNG (STUDI DESKRIPTIF KUALITATIF PADA DINAS PARIWISATA KOTA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study examines the role of Marketing Public Relations in enhancing visitor attraction to the Festival Kampung Wisata event, with the Yogyakarta City Tourism Office as the main focus of the research. The aim of this study is to analyze the Marketing Public Relations strategies implemented during the festival, using theories from Thomas L. Harris, Stephen F. Witt, and Luiz Moutinho. The method used is descriptive qualitative, through in-depth interviews with four people from the Tourism Office, including two professionals in the field of Event Organizing. The data collected is presented in narrative form with analysis stages including reduction, presentation, and conclusion drawing. The results of the study show that the Marketing Public Relations strategies in the Festival Kampung Wisata include Push Strategy, Pull Strategy, and Pass Strategy. The Push Strategy utilizes social media up to 80% to disseminate information, while the Pull Strategy focuses on cooperation with 25 Kampung Wisata and print media, and the Pass Strategy emphasizes collaboration with local communities and influencers. Furthermore, the festival focuses on the Building Attraction concept through infrastructure development and the promotion of local culture, as well as Cultural Attraction by highlighting traditional arts and the distinctive cuisine of Yogyakarta. Additionally, the Managed Visitor Attraction concept is applied through structured event management, including clear information and strategic location management, to ensure optimal event execution.

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