CD Skripsi

Implementasi integrated marketing communication oleh kelompok sadar wisata dalam promosi desa wisata rantau langsat di Indragiri Hulu

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Indragiri Hulu Regency possesses several tourism objects with the potential to drive the local economy if managed effectively. One prominent and developing destination is the Rantau Langsat Tourism Village, located in Batang Gansal Subdistrict, approximately 80 kilometers from Rengat City. This research aims to analyze the application of Integrated Marketing Communication (IMC) implemented by the Kelompok Sadar Wisata (Pokdarwis - Tourism Awareness Group), analyze the role of Pokdarwis in tourism promotion, and identify the benefits and constraints encountered during the implementation of promotional activities.
This study employs a qualitative research method with a descriptive approach. Data was collected through interviews, observation, and documentation, and subsequently analyzed using the interactive model of Miles and Huberman. The Integrated Marketing Communication concept is utilized as the analytical foundation to assess the consistency of the various promotional activities conducted by Pokdarwis. IMC encompasses the integration of diverse marketing communication tools such as advertising, sales promotion, public relations, personal selling, and direct marketing to ensure that promotional messages are delivered consistently and effectively to the target audience.
The research findings indicate the following: (1) The implementation of IMC by Pokdarwis involves elements of advertising through social media (e.g., Facebook and Instagram), sales promotion via organizing cultural festivals and competitions, public relations by establishing good relationships with the government and local media, personal selling through direct approaches to tourists, and direct marketing via the dissemination of information and event invitations in online groups. (2) The role of Pokdarwis is crucial as the main driver of promotion, facilitator of tourism activities, and communication bridge among the community, tourists, and the local government. (3) The benefits and constraints include increased community income and a positive village image as the main benefits, while the faced constraints are limited human resources (HR), minimal promotional funding, and the suboptimal utilization of digital technology. Therefore, stronger collaboration among Pokdarwis, the community, and the government is required to enhance the effectiveness of promotion and the sustainability of the tourism village.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901110575

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901110575

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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