Implementasi IntegratedMarketing Communication(IMC) Balai Taman Nasional Tesso Nilo sebagai Destinasi Ekowisata di Provinsi Riau

Ridhawati Utami, Muhammad Sulhan

2016 | Tesis | Ilmu Komunikasi

ABSTRACT This Research aim to describe the implementation of Integrated Marketing Communication (IMC) BTNTN as an eco-tourism destination in Riau province. BTNTN is one of the national park that serves as a conservation and institutions that develop ecotourism on zoning. The need for dissemination of information related to ecotourism make BTNTN use some implementation of the marketing concept to market eco-tourism destination. To see a description of the implementation of marketing communication that has been done, the researchers looked at the practice of implementation of IMC to facilitate the elaboration of the activities carried BTNTN. The results showed BTNTN implement the concept of IMC from planning, implementation and evaluation, though the evaluation is generally carried out but the overall efforts have been undertaken by IMC in BTNTN. In the planning stages of BTNTN pass targeting, positioning, goal setting and budgeting. Furthermore, the implementation stages BTNTN determine assimilation communication program, select media, create a message and set the momentum. BTNTN implement existing communications mix on IMC tools. In the implementation of IMC, BTNTN using six mix that is advertising, direct marketing, internet marketing, personal selling, public relations, and sales promotion. Furthermore, BTNTN conduct the evaluation phase in the management of ecotourism destination. Keywords: Integrated Marketing Communications, IMC, Conservation, Ecotourism park.

Kata Kunci : Komunikasi Pemasaran