CD Tesis

Strategi Komunikasi Pemasaran Dinas Kebudayaan Dan Pariwisata Kabupaten Kuantan Singingi Dalam Meningkatkan Kunjungan Wisata Budaya Event Pacu Jalur Pasca Covid-19

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NOVIA AULINA, NIM. 2010242068. Marketing Communication Strategy of the Culture and Tourism Office of Kuantan Singingi Regency in Increasing Post-Covid-19 Post-Covid-19 Cultural Tourism Visits, supervised by Rumyeni and Ringgo Eldapi Yozani.
This research is motivated by track racing, not just a sporting event that attracts public interest. This track racing event is held every year, but was canceled for two years due to the spread of Covid-19. The trail racing event itself is managed by the Department of Culture and Tourism, of course not forgetting the strategy for marketing communications for the event that will be implemented. There are several types of marketing communications that can be carried out by the Culture and Tourism Department in promoting the event.
The aim of this research is to analyze the marketing communication strategies used by the Culture and Tourism office in increasing the number of visitors to post-Covid-19 cultural tourism. This research was conducted at the Culture and Tourism Office of Kuantan Singingi Regency. The informants in this research are people involved in marketing track racing events, using a descriptive qualitative approach method, with a data collection process through observation, interviews and documentation. This research uses data triangulation with 3 key informants from the culture and tourism service and 2 visitors.
Based on research results, in increasing the number of visitors to cultural tourism, the cultural and tourism services used several strategies. From the results of the strategies used (1) Advertising where the marketing team utilized electronic media and print media and was able to increase the number of visitors. (2) internet marketing, where in carrying out this strategy the department uses social media, namely Instagram and Tik Tok. By using this strategy the number of visitors increases to reach 90% (3) public relations, where the department improves infrastructure related to the local community and also visitors such as roads and areas on the runway (4) event marketing, where the department tends to have more participating in events held by other parties rather than organizing events and (5) Word of Mounth, where the department uses this strategy because it does not cost money and the advantage is that this strategy can be easily spread so it can create interest among visitors and can increase the number of visitors..


Key Words: Marketing Communication Strategy, Department of Culture and Tourism, Cultural Tourism, Pacu Path

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2010242068

Penerbit

Pekanbaru : Universitas Riau – Pascasarjana – Tesis Ilmu Komunikasi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2010242068

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

Melda

Versi lain/terkait

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