PROPOSED MARKETING COMMUNICATION STRATEGY TO SUPPORT BANGKA TENGAH REGENCY’S CITY BRANDING PROGRAM

• Main Author: Paramitha/ 29115058, Ardini
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25730
• Institution: Institut Teknologi Bandung

Nowadays, almost all countries in the world are competing to develop their tourism <br /> <br /> attractions. To achieve desired goals, there should be a marketing communication <br /> <br /> efforts to manage their tourism attractions. Marketing communication in the field of <br /> <br /> tourism is an effort made by the country to convey information about the existence of <br /> <br /> their tourism attractions, so that their potential visitors will know, interested, and want <br /> <br /> to visit the country. Bangka Tengah Regency, as one of the region in Bangka Belitung <br /> <br /> Province, currently focus in promoting their region. However, although the number of <br /> <br /> visitors tend to increase from year to year, Bangka Tengah Regency never fulfils its <br /> <br /> tourism target, which is 35% from the total visitors of Bangka Belitung Province. <br /> <br /> This research is conducted qualitatively and quantitatively. The first step of the research <br /> <br /> is conducting external analysis which consists of PEST analysis and Industry analysis. <br /> <br /> The next step is conducting the internal analysis by describing the current STP and <br /> <br /> Marketing Mix Bangka Tengah Regency. The next step is to measure the brand <br /> <br /> awareness, performance of marketing mix, and loyalty. The result shows that Bangka <br /> <br /> Tengah Regency has a very low brand awareness. This problem arises by the ineffective <br /> <br /> promotion that they conducted before.