Efektivitas Komunikasi Pemasaran Kampung Budaya Sindangbarang Di Desa Pasir Eurih Kecamatan Tamansari Kabupaten Bogor
Abstract views: 1736
,
PDF downloads: 1433
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
Articles published in Jurnal Sains Komunikasi dan Pengembangan Masyarakat are licensed under a Creative Commons Attribution-ShareAlike 4.0 International license. You are free to copy, transform, or redistribute articles for any lawful purpose in any medium, provided you give appropriate credit to the original author(s) and the title of the work, journal citation, link to the DOI, indicate if changes were made, and redistribute any derivative work under the same license.
Copyright on articles is retained by the respective author(s), without restrictions. A non-exclusive license is granted to Jurnal Sains Komunikasi dan Pengembangan Masyarakat to publish the article and identify itself as its original publisher, along with the commercial right to include the article in a hardcopy issue for sale to libraries and individuals.
By publishing in Jurnal Sains Komunikasi dan Pengembangan Masyarakat, authors grant any third party the right to use their article to the extent provided by the Creative Commons Attribution-ShareAlike 4.0 International license.
