CD Tesis

Komunikasi Pemasaran Dinas Pariwisata Dan Kebudayaan Dalam Pengembangan Wisata Arung Jeram Sungai Kopu Kabupaten Kampar

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Kampar is one of the regencies that have great tourism potential in
Riau. Consisting of a variety of stunning land and water tourism, it is a matter of
pride for the people of Kampar. In 2021 the Kopu Kampar River was chosen as
the best water tourism event at the Indonesian Enchantment Award. One of them
is water tourism which still maintains its naturalness and also has the potential
for tourism development, namely Rafting tourism. Seeing the government's efforts
to promote Sungai Kopu tourism to the national level, researchers are interested
in studying marketing communications carried out by the Kampar Regency
Government. The government started promotional activities with community
leaders, Tourism Awareness Groups, Stakeholders using various promotional
media to increase tourist visits in order to accelerate tourism development.
During the promotional period, the Kampar Regency Tourism Office was able to
increase visitor traffic with marketing communications. Therefore the purpose of
this study was conducted to determine the marketing communications of the
Department of Tourism in the Development of Rafting Tourism in the Kopu
Kampar River.
This research uses descriptive qualitative method. The research object is
tourism marketing communications from the Kampar Regency Government,
where the research location was carried out on the Kopu River and the Kampar
Regency Government Offices, especially the Kampar Regency Tourism Office.
The data collection technique for this research used purposive sampling with 9
informants. Data collection was also carried out through documentation and
literature studies, as well as observation. Data analysis techniques were carried
out through Miles & Huberman's interactive model which contains data
reduction, data presentation, and drawing conclusions. The validity of the data
can be obtained through source triangulation.
The results showed that tourism marketing communications in Kampar
Regency implemented the application of promotional mix marketing
communications such as through advertising, sales promotion, public relations
and publicity, personal selling, direct selling, and exhibitions. With the supporting
and inhibiting factors seen through the AIDAA model, namely the Kopu Kampar
River is an outstanding Tourism at the National Service level and has a Strategic
Plan Map and the inhibiting factors for its development are that the Kopu River
tourism does not yet belong to the government, the village community is less
concerned and marketing communications are not yet optimal.
Keywords: Marketing Communication, Marketing Mix, Tourism

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1910247084

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Ilmu Komunikasi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1910247084

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

FATAH

Versi lain/terkait

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