Efektivitas Komunikasi Pemasaran Kampung Budaya Sindangbarang Di Desa Pasir Eurih Kecamatan Tamansari Kabupaten Bogor
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Abstract
Tourism is one of the strategic sectors of the country foreign exchange contribution. Indonesia is a rich country which has a tourism potential, cultural tourism is one of them. The growth of the tourism sector must be balanced with a good marketing communications. Marketing communication is an attempt to convey and distribute the information to the public about the existence of a product, in this case is tourist attraction. The purpose of this study is to analyze the characteristics of the visitor, forms of marketing communication used by the tourist, the impact between visitor characteristics and the effectiveness of marketing communications. This study measures about the effectiveness of marketing communications based from each three promotion tools; leaflet, hybrid media, and Words of Mouth then divided into three aspects, namely cognitive, affective, and conative.. The result of this research showed that only affective aspect is impacted in marketing communication effectivity.
Keywords: leaflet, hybrid media, Words of Mouth
ABSTRAK
Pariwisata adalah salah satu sektor strategis sumbangan devisa negara. Indonesia adalah negara yang kaya yang memiliki potensi wisata, wisata budaya adalah salah satunya. Pertumbuhan sektor pariwisata harus seimbang dengan komunikasi pemasaran yang baik. Pemasaran komunikasi adalah upaya untuk menyampaikan dan menyebarkan informasi kepada publik tentang keberadaan suatu produk, dalam hal ini adalah objek wisata. Tujuan dari penelitian ini adalah untuk menganalisis karakteristik pengunjung, bentuk komunikasi pemasaran yang digunakan oleh turis, dampak antara karakteristik pengunjung dan efektivitas komunikasi pemasaran. Studi ini mengukur tentang efektivitas komunikasi pemasaran berdasarkan dari setiap tiga alat promosi; leaflet, media hibrida, dan kata-kata dari mulut kemudian dibagi menjadi tiga aspek, yaitu kognitif, afektif, dan konatif. Hasil penelitian ini menunjukkan bahwa hanya aspek afektif yang dipengaruhi efektifitas komunikasi pemasaran.
Kata kunci: leaflet, media hibrida, kata-kata dari mulutDownloads
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