Andrian, Wijanarko and Lalu, Suparman and Handry, Sudiartha Athar (2021) B-8 - Marketing Strategy of Khazanah Ramadhan Events in Promoting West Nusa Tenggara Province as a Halal Tourism Destination. IJISET - International Journal of Innovative Science, Engineering & Technology, 8 (7). ISSN 2348 – 7968
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Abstract
The West Nusa Tenggara Provincial Government has initiated various activity programs during the month of Ramadan in Lombok in an event called Pesona Khazanah Ramadhan. This event is a communication strategy to the wider community to build an image that the Pesona Khazanah Ramadhan activity promotes West Nusa Tenggara as a world halal tourism destination. The purpose of this research is to find out how the marketing strategies and goals to be achieved in the Enchantment of Khazanah Ramadhan activities. This study used a descriptive qualitative approach with resource persons from the West Nusa Tenggara Provincial Tourism Office and activity executives. The data were collected using observation, interview, and document study techniques. The analytical method used is descriptive analysis. The results of this study indicate that in marketing the Pesona Khazanah Ramadhan event, The West Nusa Tenggara Provincial Tourism Office uses marketing strategies such as advertising, sales promotion, personal selling, public relations, direct marketing, and interactive marketing. The marketing activities carried out are aimed at promoting West Nusa Tenggara as a halal tourist destination and strengthening the image of West Nusa Tenggara as a world halal tourism destination.
| Item Type: | Article |
|---|---|
| Keywords (Kata Kunci): | Marketing, Halal Tourism Destination, West Nusa Tenggara |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi |
| Depositing User: | Dr. Lalu Suparman, MM |
| Date Deposited: | 12 Nov 2021 02:40 |
| Last Modified: | 31 Aug 2023 07:50 |
| URI: | http://eprints.unram.ac.id/id/eprint/25798 |
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