Komunikasi Pemasaran Terpadu Dinas Pariwisata, Seni dan Kebudayaan Kota Banjarmasin

Achmad Bayu Chandrabuwono, Muhammad Sulhan

2016 | Tesis | Ilmu Komunikasi

ABSTRACT This research was conducted with beckground that the lack of knowledge of the existence of tourist object floating market seen from the level of tourist visits to the floating market is still very low. This study tried to see IMC performed Dinas Pariwisata, Seni dan Kebudayaan kota Banjarmasin in marketing tourist object Floating Market. This study used a qualitative approach with the constructivist paradigm and the case study method. The data obtained through interviews, documentation and observation. Data were analyzed qualitatively, and then presented in the form of a description drawn up in detail and systematically. The results of this study indicate that IMC carried by Dinas Pariwisata, Seni dan Kebudayaan kota Banjarmasin has implemented the right way from planning, implementation, and evaluation. IMC Dinas Pariwisata, Seni dan Kebudayaan kota Banjamasin is already showing results in marketing tourist object floating market despite the IMC do not fully maximized. Disadvantages IMC Dinas Pariwisata, Seni dan Kebudayaan kota Banjarmasin not maximal in the planning of IMC is applied so that the target has centered yet and no evaluation of integrated marketing communications in particular. Key note : Integrated Marketing Communication, Tourist object, Dinas Pariwisata, Seni dan Kebudayaan kota Banjarmasin, Floating Market

Kata Kunci : Komunikasi Pemasaran; Pariwisata