PERANCANGAN STRATEGI KAMPANYE PARIWISATA “BARONDA MALUKU”

• Main Author: Muslim Moro Saimima, Rahman
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/34264
• Institution: Institut Teknologi Bandung

One of the success rates of the tourism world is the presence of tourist visits. In 2016, the rate of tourist arrivals to Maluku province decreased from 107,291 in 2015 to 103,313 with a decrease of 3,978 people. The purpose of this research is to know the internal and external factors that influence the decline of tourists visiting Nusantara in carrying out the marketing communication strategy applied by the Maluku Tourism Office beforehand, and to reformulate the pattern of Maluku tourism marketing communication planning strategy through the stages of SOSTAC + 3M analysis to produce objective marketing communication strategy by promoting the "Baronda Maluku" campaign program as the cornerstone of the Maluku tourism brand. The research method used was descriptive qualitative by raising phenomenology in the field through the application of data analysis conditions; situation, objectivity, strategy, tactics, actions, controls, human resources, time, and costs with an objective, empirical and systematic assessment. Data collection techniques include; literature review, field observations, interviews, comparative studies and questionnaires. Population sample of 54 archipelago tourists inadvertently or randomly visit Maluku. The research findings show that: (1) Maluku tourism industry has tourism potential of 440 marine tourism, 222 cultural / historical tourism, 39 artificial tours, 6 national and international scale attractions, 235 accommodation facilities, 61 sea and air transportation and 1,739 supporting facilities (2) the marketing communication strategy carried out by the Maluku Tourism Office focuses on print line based media with an area of media distribution in Ambon and Jakarta cities, (3) the synergy of cross-sectoral coordination between policy makers and business actorsin promoting Maluku tourism brand campaign strategies is still low. It can be concluded that the problem of the decrease in the number of tourists visiting the archipelago can be overcome by formulating an integrated marketing communication strategy, namely; (1) Intensive strategy through the development of promotional media products and penetration of the Nusantara market; (2) Cross-organizational strategy with the implementation of the 'Baronda Maluku' brand as the basis for the Maluku tourism campaign program; (3) The future integration strategy is the spread of the "Baronda Maluku" campaign program through internet-based technology to reach archipelago tourists widely.