Joint Promotion Program Wisata Museum oleh Museum House of Sampoerna dan Rekanan di Jawa pada November 2015 - Juli 2016:(Studi Deskriptif tentang Promosi Pengembangan Museum sebagai Destinasi Wisata)

Rika Febriani, Ana Nadhya Abrar

2016 | Tesis | Ilmu Komunikasi

ABSTRACT Joint promotion is a relatively complex work and requires cooperation and agreement of all parties involved. Museum HOS as program inisiator and all museum partners involved in the joint promotion Wisata Museum program have a variety of backgrounds and interests that affect the cooperation. This study tried to analyze descriptively how joint promotion implemented at the Wisata Museum program. This study was qualitative-descriptive in the sociocultural context and using the case study method. The study objects were the managers of the museums involved in the Wisata Museum Program during year 2008-2016 and the program’s text communication channels in the form of brochures and a website. Research was conducted on Java island due to the fact that all museum partners are located in big cities of Java: Jakarta, Bandung, Surakarta and Surabaya. Research was lasted 9 months since November 2015 to July 2016. The data was analysed based on indicators of concept, which were (a) the promotion of tourism destinations museum, (b) joint promotion, (c) media promotion of tourist destinations, and (d) the regulation of CSR, advertising , promotion and sponsorship of tobacco products. In terms of implementation, study results showed that the joint promotion Wisata Museum program was carefully planned, held quite well and meets most of the ideal tourit destination promotion. All partners had relatively similar goals and bear no objection to Museum HoS background from a tobacco company. All museum partners benefited or received positive impact from this program. Information flow during the program ran smoothly despite tends only happened between Museum HOS and each partner. The program brochures and website met the majority of ideal tourism promotion media criteria. Minimal brand image was found during the program implementation so the program couldn’t be said as a cigarette advertising/promotion in disguise. Otherwise, this program demonstrated the Museum HoS parent company’s commitment to its "three hands" philosophy. Some drawbacks lies in the lack of identity information in media promotion of Wisata Museum program, the program never have any comprehensive evaluation, the program is lacking from promotional efforts hence it requires more in order to be more known, the lack of audience access on the website, the program planning wasn’t based on any target audience research, and the rationale underpinning the program tend to be organization-centered. Fit to it’s purpose, results showed that the program was able to arouse need-of-improvements awareness to be a better tourist destination on its museum partners. However, the absence of a thorough evaluation of the program makes it difficult to assess whether it has succeeded in developing museums as a tourism destination or not. Keywords: joint promotion, Wisata Museum program, tourism destination.

Kata Kunci : Iklan - Promosi wisata