Model Komunikasi City Branding Pariwisata Sumatera Barat Di Tengah Adaptasi Kebiasan Baru Pandemi Covid-19

Marta, Revi; Havifi, Ilham; Safril, Fikri Adha

doi:10.31849/niara.v15i1.5135

Cited by 2 publications

(2 citation statements)

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“…Fenomena berkembangnya industri ini dipengaruhi oleh kesadaran orang-orang yang mulai menganggap kegiatan pariwisata sebagai sebuah kebutuhan serta gaya hidup yang tak terelakkan di masa sekarang (Kusumah et al, 2020). Namun pandemi Covid-19 telah menghantam industri pariwisata dan ekonomi kreatif di Indonesia (Marta et al, 2022). Menurut data yang kami susun dalam Buku Tren Pariwisata 2021 terbitan Kemenparekraf/Bapakrekraf, jumlah wisman yang masuk ke Indonesia mengalami penurunan drastis sejak pandemi pada Maret 2020, dan puncaknya terjadi pada April 2020 dengan hanya 158 ribu wisatawan.…”

Section: Pendahuluanunclassified

Tantangan PR dalam Mempromosikan Kawasan Bintan Resorts di Masa Pandemi Covid-19

Nelson,

Yoedtadi

2024

J. Prologia

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Bintan Resorts is a mainstay tourism area for the Riau Islands which has been affected economically due to the Covid-19 pandemic. Various efforts have been made to maintain business continuity in the Bintan Resort area, one of which is by increasing promotion through the role of public relations. The purpose of this research is to find out how public relations helped advertise the Bintan Resorts area during the Covid-19 pandemic. This research approach uses descriptive qualitative to see, identify, and explain the function of public relations in promoting the Bintan Resort area during the Covid-19 pandemic. The research uses a case study or a single case, in the form of PT. Bintan Resort Cakrawala. The research subject is the public relations of PT. Bintan Resort Cakrawala, while the object of research is the role of public relations in promoting the Bintan Resort area. Data collection techniques are interviews, observation and documentation. In this study the researchers interviewed informants, the Head of Marketing Communications PT. Bintan Resort Cakrawala, Head of Public Relations of PT. Bintan Resort Cakrawala, and visitors to the Bintan Resort area. The data analysis technique was carried out using the Miles and Huberman analysis model. The research results show that the role of public relations in promoting the Bintan Resorts area during the Covid-19 pandemic is in accordance with the role of marketing public relations, including: namely: growing and developing consumer awareness of products/services during the Covid-19 pandemic, building consumer confidence in the image company or product benefits during the Covid-19 pandemic, encouraging enthusiasm (sales force) during the Covid-19 pandemic by maximizing the use of internal digital media, reducing the cost of promoting commercial advertisements during the Covid-19 pandemic, public relations commitment for the Bintan Resort Area to improving services to consumers during the Covid-19 pandemic, campaigning for the launch of new products, communicating continuously through media public relations about activities and work programs during the Covid-1 pandemic, promoting and maintaining the company's reputation for its goods and services, and always take the initiative to overcome any negative situations that arise g may have appeared during the Covid-19 pandemic. Bintan Resorts adalah kawasan pariwisata andalan Kepulauan Riau yang merasakan dampak ekonomi akibat pandemi Covid-19. Berbagai upaya dilakukan untuk mempertahankan keberlangsungan bisnis kawasan Resort Bintan, salah satunya dengan meningkatkan promosi melalui peran Public Relations. Tujuan dari penelitian ini adalah untuk mengetahui bagaimana kehumasan membantu mengiklankan kawasan Resort Bintan selama pandemi Covid-19. Menggunakan kalimat hasil wawancara, pendekatan penelitian ini menggunakan deskriptif kualitatif untuk melihat, mengidentifikasi, dan menjelaskan fungsi kehumasan dalam mempromosikan kawasan Bintan Resort di masa pandemi Covid-19. Metode penelitian menggunakan studi kasus atau kasus tunggal, berupa aktivitas perusahaan PT. Bintan Resort Cakrawala. Subjek penelitian adalah Public Relations PT. Bintan Resort Cakrawala, sedangkan objek penelitian adalah peran public relations dalam mempromosikan kawasan Resort Bintan. Teknik pengumpulan data dengan wawancara, obervasi, dan dokumentasi. Dalam penelitian ini peneliti mewawancarai para informan, yaitu head of marketing communications PT. Bintan Resort Cakrawala, head of public relations PT. Bintan Resort Cakrawala, dan pengunjung kawasan Resort Bintan. Teknik analisis data dilakukan dengan model analisis Miles dan Huberman. Hasil penelitian diketahui bahwa peran public relations dalam mempromosikan kawasan Resort Bintan di masa pandemi Covid-19 sesuai peranan marketing public relations, antara lain adalah menumbuh dan kembangkan kesadaran konsumen terhadap produk/jasa di masa pandemi Covid-19, membangun kepercayaan konsumen terhadap citra perusahaan atau manfaat atas produk di masa pandemi Covid-19, mendorong antusiasme (sales force) di masa pandemi Covid-19 dengan memaksimalkan penggunaan media digital internal, menekan biaya promosi iklan komersial di masa pandemi Covid-19, public relations kawasan Resort Bintan dalam rangka meningkatkan pelayanan kepada konsumen di masa pandemi Covid-19, mengkampanyekan peluncuran produk-produk baru, mengkomunikasikan terus-menerus melalui media public relations tentang aktivitas dan program kerja di masa pandemi Covid-19, mempromosikan dan menjaga reputasi perusahaan untuk barang dan jasanya, dan selalu mengambil inisiatif untuk mengatasi setiap situasi negatif yang mungkin muncul selama pandemi Covid-19.

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Section: Pendahuluanunclassified

Tantangan PR dalam Mempromosikan Kawasan Bintan Resorts di Masa Pandemi Covid-19

Nelson,

Yoedtadi

2024

J. Prologia

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“…The tourism sector had dimmed due to the Covid-19 pandemic due to the PSBB policy, which closed all activities that could cause crowds. The government minimizes the possibility of coronavirus transmission from clusters of tourist attractions; all tourism activities are entirely stopped (Marta et al, 2022).…”

Section: Issn : 2620-8091 Print | 2620-3812 Onlinementioning

confidence: 99%

Economic Recovery Strategy Through Tourism Amid the COVID-19 Pandemic

Mustari

Sari

Rosmita

2022

LOGOS

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This study looks at the economic recovery strategy through tourism amid the Covid-19 pandemic. This study uses qualitative research, which uses literature or literature review to obtain data. This research sends information on research maps using export data to RIS Export file format, which is then processed using VOSviewers to determine big data to be analyzed to obtain comparative data results. This research with previous research. In the second Discussion, the author processes data using Nvivo 12 to explore and describe economic recovery strategy through tourism amid the Covid-19 pandemic to explain data efficiently. The findings in this study are that foreign tourist visits to Indonesia based on data from the Ministry of Tourism and Creative Economy decreased compared to August 2019, in 2020, amounting to 4,052,923 visits or reduced by 74.84% compared to 2019, which amounted to 16,108,600. The economic recovery strategy was developed to accelerate tourism recovery, namely by providing assistance to tourism business actors in adapting new habits, encouraging tourism business productivity and tourism workers with digital adaptation, providing fiscal and non-fiscal stimulus to tourism businesses and workers, developing the domestic tourist market and build market confidence in the tourism sector.

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Model Komunikasi City Branding Pariwisata Sumatera Barat Di Tengah Adaptasi Kebiasan Baru Pandemi Covid-19

Cited by 2 publications

References 0 publications

Tantangan PR dalam Mempromosikan Kawasan Bintan Resorts di Masa Pandemi Covid-19

Tantangan PR dalam Mempromosikan Kawasan Bintan Resorts di Masa Pandemi Covid-19

Economic Recovery Strategy Through Tourism Amid the COVID-19 Pandemic

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