CD Skripsi

strategi komunikasi pemasaran dinaskepemudaan olahraga dan pariwisata (disporapar) dalam mempromosikan wisata budaya festival perang air di kabupaten kepulauan meranti pasca covid 19

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The Chinese New Year celebration in Selatpanjang has its own differences from other
areas, during the Covid-19 period since 2021 this annual festival has been stopped and
canceled. Indirectly making the habit of the excitement of this tradition cannot be felt during
the pandemic. The purpose of the study was to explain how the Marketing Communication
strategy of the Youth, Sports and Tourism Service (DISPORAPAR) promoted the Water War
Festival Cultural Tourism in the Meranti Islands Regency Post Covid 19.
The research method used is a qualitative descriptive approach with data collection
techniques through interviews, observations, and documentation. Informants were selected by
a purposive sampling involving managers, participants, and visitors to the festival using 5
informants.
The results of the study showed that the marketing communication strategy of
DISPORAPAR Meranti Regency uses the promotional mix concept within the Integrated
Marketing Communication (IMC) framework. Although not all IMC elements are applied, the
strategy used is first, advertising media in the form of print media advertisements, electronic
media, social media, internet media and outdoor media. Second, DISPORAPAR Meranti does
not have specific Public Relations, but has a Creative Team that acts as Public Relations which
has steps, namely cooperation with Stakeholders, Utilization of social media, Creativity in
Promotion, Reporting and Evaluation. Third, Event marketing was chosen as one of the
promotional strategies for the Water War Festival Cultural Tourism to attract tourist visits.
DISPORAPAR Meranti in collaboration with the Riau Provincial Tourism Office created an
Event calendar and various events in the event so that visitors can be interested and attend this
Water War Festival. The main challenges faced are limited budget and infrastructure. This
study recommends improving infrastructure and optimizing digital marketing strategies to
introduce the festival to a wider audience.
Key Words: Strategy, Marketing communication, Water War Festival

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2110246892

Penerbit

Pekanbaru : Universitas Riau – PASCA – Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2110246892

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

Rahmat

Versi lain/terkait

Lampiran Berkas

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