Komunikasi Pemasaran Terpadu Dalam Pengembangan Pariwisata Ende Studi Kasus: Festival Danau Kelimutu

Maria Septian Riasanti Mola, Denik Iswardani Witarti

Abstract


Festival Danau Kelimutu is held every year by the Ende Regency Tourism Office as one of the annual agendas in the
promotion of Ende tourism. But this festival has not been able to attract tourists to visit Ende Regency. This study aims
to analyze the Integrated Marketing Communication strategy can be implemented for the development of Ende Regency
tourism by utilizing the Festival Danau Kelimutu. This research was conducted in a qualitative descriptive manner using
case studies. The theory used is Integrated Marketing Communication Theory from Philip Kotler & Gary Arnstrong.
The results showed that several stages in integrated marketing communication had actually been carried out,but were
less integrated. The Integrated Marketing Communication of the Festival Danau Kelimutu can be designed by
determining the target of foreign tourists. Promotional materials and advertisements are also adjusted for international
markets. Government public relations activities in the Ende Regency Tourism Office can establish cooperation with the
surrounding district governments so that they are more integrated in developing destinations. The parties involved in
personal selling are still lacking, so there is a need to provide guidance to improve product knowledge. Ultimately this
will support direct selling. The final conclusion of this study is that the tourism potential in Ende Regency can be
developed by optimizing existing Integrated Marketing Communication elements.

Keywords


Keywords: Tourism, Integrated Marketing Communication, Ende Regency, Kelimutu Lake Festival

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References


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DOI: http://dx.doi.org/10.36080/comm.v11i1.1004

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