PROPOSED MARKETING COMMUNICATION STRATEGY TO INCREASE INTENTION TO VISIT OF STUDENTS COLLEGE II COMMUNITY (CASE STUDY: CILETUH- PALABUHANRATU UNESCO GLOBAL GEOPARK)

• Main Author: Cahyantowi, Doni
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/58036
• Institution: Institut Teknologi Bandung

Indonesia has extraordinary and excellent tourism potential for both Indonesian and foreign tourists. In fact, tourism will be the biggest foreign exchange earner later. There is enormous potential to increase the number of tourists at Ciletuh Unesco Global Geopark by making it a tourist spot for the student community. Total tourist visits to the CPUGGp area in 2018 was the peak point of total tourist visits of 1,175,258 people, which was dominated mostly by student tourists of 313,559 people. After bearing the status of UNESCO Global Geopark, it is not easy for managers to increase the number of visits as seen in the data on student tourist visits in 2019 which decreased significantly by 34.485% to 233,155. The objectives of this final project are: 1)To determine the internal and external conditions of CUGG, 2)To implement appropriate communication marketing to increase the number of visitors to the student community, 3) Make a communication marketing Plan Implementation to be proposed to related parties. From the objectives that have been set, some questions that researchers will try to answer based on data and theory: 1) What are the internal and external conditions of the Ciletuh Unesco Geopark?, 2) How appropriate communication marketing to increase the number of visitors to the student community?, 3) What is the Ciletuh Unesco Geopark marketing communication strategy for the student community to be right on target?. The research starts from business problems in the previous chapter, the data used are primary and secondary data. Primary data were collected by conducting direct research from observations, interviews, and questionnaires. Secondary data were collected from websites, journals and textbooks. After that, it is continued with analyzing the business using internal analysis and external analysis. Internal analysis using marketing mix and STP analysis. The results of this analysis will be developed into an Integrated Marketing Communication Strategy to achieve Student College Community Motivation which is expected to increase their intention to visit CPUGGp.