ERWINDA, MARIANTY (2016) STRATEGI KOMUNIKASI PEMASARAN “TEMBI RUMAH BUDAYA” DALAM MENINGKATKAN KUNJUNGAN WISATAWAN. Other thesis, UPN "VETERAN" YOGYAKARTA.
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Abstract
The researcher
conducts a research entitled "
Marketing
Communications Strategy
Tembi
Cultural House
in
Increasing
Tourist Arrivals
". Tembi
Cultural House is a business based on
local culture, along with the changing times and demands of the society who want the tranquility
of the countryside far away from the hustle and bustle of urban areas, the Culture House Tembi
grows and develops into a
home stay that is based on local culture. This study aims to obtain data
or information in order to know the marketing communications strategy of Tembi Cultural
House in an effort to increase the number of customers.
This research
is
descriptive research
,
through a
qualitative
descriptive
study
is expected
to
gain
a clearer picture
of
the marketing
communications
strategy
that
made
Tembi
Cultural
House
in the context of
increasing the number of
visitors
.
Data collection technique
use
observations
,
interviews
,
triangulations
,
and documentations
.
These
research sites
are
in the
Tembi
Cultural House
, Jl.
Parangtritis KM 8,5
K
elurahan Timbulharjo, Kecamatan Sewon,
Kabupaten Bantul Propinsi DIY
. The researcher tries to see how the implementation of
marke
ting strategy is about products, price, distribution, promotion mix up through advertising,
personal selling, sales promotion,
publicity and direct marketing.
Based on the research that has been done so in the selection of segmentation that is to all
peop
le without exception. A product in this case is in the form of tourism services and the price
-
profit sector Tembi Cultural House is unique because it is based on the Javanese philosophy.
Tembi Cultural House distributes its products in collaboration with g
overnments and tourism, in
the application of marketing communication strategy, it was found that there are marketing
activities that were used by the Culture House Tembi which they called with
sales blitz
and
sales
calls
, the other promotional activities
are often carried out by Internet.
For the result, Tembi Cultural House has not been optimal in doing a strategy of
promotion because they have not been backed by the Owner as the owner of Tembi Cultural
House conduct marketing activities in the promotion
al mix in the form of advertising. It is
expected to Tembi Cultural House to create a marketing communication strategy better in order
to achieve their objectives. It is not only to preserve the local culture but to expand its business
which is still rarel
y found in places other.
| Item Type: | Thesis (Other) |
|---|---|
| Subjek: | H Social Sciences > H Social Sciences (General) |
| Divisions: | x. Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Muji Isambina |
| Date Deposited: | 30 Sep 2016 07:10 |
| Last Modified: | 30 Sep 2016 07:10 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/7064 |
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