Promosi Pariwisata Budaya Melayu Siak:(Strategi Promosi oleh Dinas Pariwisata Pemuda dan Olahraga(Disparpora) dalam Mengembangkan Pariwisata Budaya Melayu Kabupaten Siak)

Infizah Ambiya, I Gusti Ngurah Putra

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT As an area with a lot of tourism potential of Malay culture, Siak keep improving and developing their tourism especially with intensify tourism promotion activities. Tourism promotion is a form of marketing communications in tourism whose purpose is to influence a target audience that went all the way for the area / region promoted. As a form of communication, promotion requires a good strategy in order to run up and on target. Promotion strategies related to tourism marketers the ability to align promotion measures include promotional purpose, target audience, promotional messages, and promotional tools are used. To analyze this problem, the method used is the case study method allows researchers to delve deeply into the case of Malay cultural tourism promotion strategy. The results showed that the government, through the Department of Tourism, Youth and Sports Siak has made maximum efforts in promotional activities. Promotional tools used include advertising, publicity, personal selling, sales promotion, and word-of-mouth marketing. This indicates that the strategy used is a combination of the push and pull strategy. However, in formulating promotion strategies of Tourism Youth and Sports Siak still not aligned between the target audience with the media or promotional tool that is used. When specifying the target audience in a particular group naturally tool used is a medium that is capable of reaching the target audience. Keywords: tourism promotion, promotion strategy, tourism promotion strategy, push strategy, pull strategy x

Kata Kunci : Pariwisata