KOMUNIKASI PEMASARAN KAMPOENG WISATA BALUWARTI

Oleh :
Muhammad Imam Hatami - D0218059 - Fak. ISIP

The tourism economy in Indonesia is experiencing significant development. Along with the large government support, public awareness develops the tourism potential in their respective regions to be great. Among the tourism economy, one of them is the Baluwarti Tourism Village. The marketing communication strategy carried out by the manager has a very significant impact on the development of the tourism potential of Baluwarti Tourism Village. This is shown by the number of tourist visits that increased rapidly from 2017 to 2019 by 20%. In 2022, tourist visits increased by 15% from 2019 before the Covid pandemic.

 

The marketing communication concept used to see the marketing strategy of Baluwarti Tourism Village is the concept of Kotler and Keller. This research uses qualitative research strategies using indepth interviews and observations by participating in various events, experiences, and accompanying journalists' reporting. The qualitative data analysis used was an interactive model from Milles and Hubermen. This research shows that Baluwarti Tourism Village is a potential local tourist village in the Surakarta region.

 

Kampung Wisata Baluwarti is known to use marketing communication activity by involving eight elements of Kotler and Keller's marketing communication, namely: Advertising, Sales Promotion, Event and Experiences, Publicity and Public Relations, Personal Selling, Interactive Marketing, Direct Marketing , and Word Of Mouth. However, the marketing communication strategy carried out focuses on (1) optimizing the role of stakeholders in recognition at the national and international levels (2) thematic events and experiences for optimizing media coverage (3) interactive marketing with continuing strategies on the Instagram and TikTok platforms.