Marketing Communication Strategy of Pandayangan Tourism Ulumahuam Village in Labuhan Batu Selatan Regency in Improving Tourism Visit

Abstract

Pandayangan Tourism is a natural tourist destination with a flowing river and beautiful natural surroundings, and it works in collaboration with the Labusel children's community. The study's goal was to identify and analyze Pandayangan tourism through the use of a Marketing Communication Strategy to Increase Tourist Visits. This study employs a descriptive qualitative approach, with data gathered through interviews with tourism managers, observations, and literature searches. Integrated Marketing Communication is the theory employed (IMC). Based on the data analysis, it was determined that Pandayangan Tourism had implemented a marketing strategy during the promotion stage, which was accomplished by using mass selling and public relations methods, understanding the benefits and drawbacks of tourism products, and carrying out marketing objectives that emphasized increasing sales in order to increase visitors. Pandayangan tourism's marketing strategy activities include providing the best facilities for the convenience of visitors. Promotional activities, understanding the benefits and drawbacks of tourism products, and achieving marketing objectives are all concluded to always obtain and produce an increase in visitors.

Analysis of Communication Strategy of Xi’an Urban Tourism Industry in the Background of New Media -- Based on the Perspective of Integrated Marketing

“…Damayanti [3] notes that integrated marketing enhances a clear understanding of brand opinions and timely delivery dialogues and presents customers with adequate insights regarding product traits. Integrated marketing provides customers consistent messages by linking effectiveness in marketing communication management and campaigns with brand equity.…”

“…Combining various media forms to market a business entity results in integrated marketing. Integrated marketing entails communicating a unified message about products or services using different marketing channels [3]. Apart from using different marketing channels, integrated marketing enables marketers to monitor and evaluate the effectiveness of a marketing strategy for continuous improvement.…”

Digital tourism branding post-pandemic covid-19 on Twitter: Thailand dan Malaysia case study

“…His research focuses on the implementation of IMC on hotel promotion performance. Research (Damayanti & Rasyid, 2022) also use the IMC theory to study tourism promotion in an area, but the indicators applied to differ from the theory used in this study. (Rakib & Khan, 2020) His writing also implies IMC, and it is just that his research focuses on the challenges faced in implementing IMC in Bangladesh.…”

Coffee Shop Marketing Communication Strategy to Increase Sales (Case Study at Kedai Kopi Inspirasi Bogor)

“…Strategi komunikasi pemasaran sejatinya dapat digunakan untuk menarik minat konsumen dalam suatu bisnis coffee shop, hal tersebut dikarenakan dengan strategi komunikasi pemasaran maka nantinya pemasar dapat memanfaatkan berbagai unsur pemasaran dalam suatu proses komunikasi agar pemasar dapat menjadi penghubung bagi konsumen yang membutuhkan atau menginginkan suatu produk untuk dapat mereka pakai atau gunakan, selain itu pemasar dapat menjual atau membuat produk yang memiliki harga terjangkau, menarik, cocok dan dan mudah didapatkan oleh konsumen yang ditargetkan oleh pemasar (Kotler, 1995), karena sejatinya tujuan utama dari komunikasi pemasaran adalah untuk a) Menjaga konsistensi positioning untuk dapat mempertahankan reputasi dari sebuah produk, b) Memelihara interaksi komunikasi demi terjalinnya hubungan yang kuat, dan c) Menerapkan pemasaran dengan penacapaian visi dan misi untuk menjadikannya sebagai nilai tambah (Nurulwahsi dalam Damayanti & Rasyid, 2022).…”