STRATEGI KOMUNIKASI PEMASARAN THE NICE FUNTASTIC PARK DALAM MEMPROMOSIKAN OBJEK WISATA BARU DI KABUPATEN CIANJUR

Abstract

Marketing Communication Strategy for a product in a company is a form of marketing improvement Mulki strategy in advancing or increasing the number of tourist visits and making the products offered to be more attractive. The theory used in this research is IMC (Integrated Marketing Communication). This type of research uses qualitative research with a phenomenological approach. The data sources used are primary and secondary data sources with 4 informants. Data collection techniques used in this study are observation, interviews and documentation.

The results of the study show that the Marketing Communication Strategy in Promoting New Tourism Objects is fairly good with reference to indicators (1) Advertising, where the form of communication is carried out by posting products on social media with clear photos and descriptions that are easily understood by potential visitors. or tourists, Then indicator (2) Sales Promotion, namely by giving discounts every month or certain days. Indicator (3) Public Relations, The nice also carried out a CSR program suggested by the local government to provide assistance to the community around the nice tourism. Indicator (4) Personal Selling, the management of The Nice cooperates with tour agencies to market directly to potential tourists. One of the Personal Selling carried out by the manager is using agency services to be able to market or introduce The Nice Funtastic Park tour. Indicator (5) Direct Selling, i.e. As Endang explained, The Nice Marketing Team made visits to several agencies, schools and to several tour agencies to promote The Nice tourist attractions to potential visitors.