PROPOSED MARKETING COMMUNICATION STRATEGY TO INCREASE INTENTION TO VISIT MALAYSIAN YOUTH TRAVELER (CASE STUDY: CILETUH PALABUHANRATU UNESCO GLOBAL GEOPARK)

• Main Author: Muhammad Goumelar, Raden
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57430
• Institution: Institut Teknologi Bandung

UNESCO Palabuhanratu global geopark or it can be abbreviated as CPUGG. It is an international standard geological, biological, and cultural tourist location located in the Sukabumi area of West Java. With the name UNESCO as the name of the organization that oversees the existence of Ciletuh Palabuhanratu, it is hoped that this can attract International Travelers to come to CPUGG which will have an economic impact on the surrounding area. However, it is known that the portion of International Travelers who come to CPUGG compared to domestic is very minimal, of the total tourists who come to CPUGG, only 10% are International Travelers. This is even worse when compared to the total number of International Traveler visitors who come to Indonesia. CPUGG only gets 1% of the total International Travelers who come to Indonesia. This is Happen because the awareness of Malaysian Youth Traveler is really low by 5% according to research measurement. Therefore, the communication stratgey has to be made to increase the awareness. But before that the author need to study about their motivation, psychographic, behavior, media, and do External and Internal analysis. So, the communication strategy will be right to the target audience. According the result of the research and folowing the AIDA model framework. CPUGG has to use some social media and patnership with several stake holder to make the better communication strategy use social media such as Instagram, Youtube and Facebook, then patnering with travel community, influencer, Digital Platform like Go-Jek and Traveloka highlighting with the things that really important for Malaysian Youth Traveler like cost, facility infrastructure, Novelty of the place, and the attraction that provided by CPUGG are something that really effective for them to increase the awareness of malaysian Youth Traveler and in expectation trasform it in to the action to visit CPUGG.