Hermalia Wulandari, Sri and Chotijah, Siti and Suadnya, I Wayan (2019) COMMUNICATION MARKETING STRATEGY FOR MANDALIKA SPECIAL ECONOMIC ZONE AS THE 2018 POST EARTHQUAKE PRIORITY DESTINATION BY THE WEST NUSA TENGGARA TOURISM OFFICE. Journal Of Media And Communicatiion Science, 2 (3). ISSN 2620-8709
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Abstract
tourism sector in West Nusa Tenggara, which caused a decrease in the number of tourist visits by 69.18% from 2017. The Mandalika Special Economic Zone as a minimal destination affected by the earthquake became a bright spot for the West Nusa Tenggara Tourism Office tourists to return to West Nusa Tenggara. The purpose of this study was to find out the Mandalika Special Economic Zone Marketing Communication Strategy as the 2018 Post Earthquake Priority Destination by the West Nusa Tenggara Tourism Office. This study used a descriptive method with a qualitative approach. The results of this study indicate that after the 2018 earthquake, the West Nusa Tenggara Tourism Office carried out a communication strategy planning process through 4 (four) steps namely Communication Target Analysis, Message Strategy, Establishing Methods and Media Selection. In destination promotions also the Tourism Office emphasizes aspects of Branding, Advertising and Selling. To strengthen destination promotion, the Tourism Office of West Nusa Tenggara conducts publications and promotions through Paid Media (local and national print and electronic media), owned media (websites), social media (Twitter, Facebook and Instagram). In implementing the strategy, the Tourism Office cooperates with 5 (five) elements of Pentahelix, namely the Academics, Business, Community, Government and Media partiesKewords: Communication Strategy; Tourism Destinations; Marketing
| Item Type: | Article |
|---|---|
| Keywords (Kata Kunci): | Communication marketing strategy; tourism destinations; Lombok earthquake |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| Divisions: | Program Studi Hubungan Internasional |
| Depositing User: | Ir. i Wayan Suadnya, M.Agr.Sc.,Ph.D. |
| Date Deposited: | 12 Jul 2023 07:42 |
| Last Modified: | 12 Jul 2023 07:42 |
| URI: | http://eprints.unram.ac.id/id/eprint/41051 |
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