CD Skripsi

Komunikasi Pemasaran Dinas Pariwisata Kota Bukittinggi Dalammembentuk Destination Branding Wisata Halal

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Currently, halal tourism is experiencing significant global growth. According to the Global Muslim Travel Index (GMTI) 2023, Indonesia ranks first as the world's top halal tourism destination. As a prominent destination, Bukittinggi City has great potential for halal tourism development, supported by its natural attractions, Minangkabau culture, and strong Islamic values. However, the destination branding for halal tourism in Bukittinggi has not been fully established, thereby requiring effective marketing communication strategies to enhance the recognition of Bukittinggi as a halal tourism destination.
This study aims to explore the marketing communication strategies implemented by the Tourism Office of Bukittinggi City in building halal tourism destination branding, focusing on the five elements of marketing communication: advertising, sales promotion, public relations, personal selling, and direct marketing. This research adopts a qualitative method with a descriptive approach. Data were collected through observation, in-depth interviews, and documentation. The study involved seven informants, including the Head of the Tourism and Creative Economy Division, the Head of the Destination and Tourist Attractions Division, tourism business actors in Bukittinggi, and visiting tourists, selected through purposive sampling.
The findings indicate that the Tourism Office of Bukittinggi applies the five elements of marketing communication in building halal tourism destination branding, namely: (1) Advertising, which utilizes print and electronic media, although it does not specifically emphasize the halal identity; (2) Sales promotion, such as providing free tickets during HJK events, which has been effective in attracting tourists while introducing cultural and religious values; (3) Public relations, through events and training, which help strengthen the image of halal tourism in line with local culture; (4) Personal selling, through sales missions in the form of table-top events, which strengthens networks with tourism industry stakeholders and reinforces halal branding; and (5) Direct marketing, through social media and the creative team Dapur Media, which effectively builds engagement with tourists and highlights Bukittinggi's identity as a halal tourism destination based on Minangkabau culture.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2001114475

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2001114475

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

Mutia

Versi lain/terkait

Lampiran Berkas

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