CD Skripsi

Komunikasi Pemasaran Komunitas Phw ( Pekanbaru Heritage Walk) Dalam Mempromosikan Pariwisata Heritage Di Kota Pekanbaru

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Pekanbaru city has great tourism potential, one of which is heritage
tourism. The number of visits to the city of Pekanbaru heritage tourism is the
lowest compared to artificial and religious tourism. The Pekanbaru Heritage
Walk (PHW) community is an association of young people who feel called to care
about heritage tourism in Pekanbaru City, they promote this heritage tourism
independently in order to introduce and remind the old historic area in
Pekanbaru City to the wider community. This study aims to explain the marketing
communication activities carried out by the PHW (Pekanbaru Heritage Walk)
community in promoting heritage tourism in Pekanbaru City.
This research uses qualitative method with descriptive research type. The
research subjects were 11 people, using purposive techniques from the Pekanbaru
Heritage Walk Community which amounted to 5 people, the Pekanbaru City
Culture and Tourism Office amounted to 2 people, and using accidental
techniques from foreign tourists amounted to 1 person and local tourists
amounted to 3 people. Data collection techniques consisted of in-depth interviews,
observation, and documentation. The data analysis technique is by reducing the
data, presenting the data, drawing conclusions and evaluating using the technique
of checking the validity of the data, namely triangulation.
The results of this study indicate that the PHW (Pekanbaru Heritage
Walk) Community carries out marketing communication activities by
implementing a marketing communication mix. There are five marketing
communication mixes that are implemented as follows: (1) Advertising uses print
media, electronic media and online media, (2) Sales Promotion is carried out by
creating exhibitions or events and making free walking tours trials, (3) Public
Relations establish relationships either with the press, the Pekanbaru City Culture
and Tourism Office, Hotels, Communities, and the surrounding community, (4)
Personal Selling by means of face-to-face sales, introducing heritage tourism
areas and selling tourism packages and also serving the needs of tourists, (5)
Direct Marketing by way of face-to-face sales introduce heritage tourism areas
and sell tour packages and also online sales using social media Instagram.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 06.121 (0090)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Komunikasi., 2021

Deskripsi Fisik

xi, 115 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 06.121 (0090)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

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