Download STRATEGI KOMUNIKASI PEMASARAN TERPADU PEMERINTAH

STRATEGI KOMUNIKASI PEMASARAN TERPADU PEMERINTAH INDONESIA
DALAM MENGGARAP POTENSI WISATAWAN ASEAN
(Studi Kasus Singapura dan Malaysia)
Yayu Sriwartini1
Abstract
The development of tourism in Indonesia had up and down. But in 2008, while the global
economic had been recession and the crisis, Indonesia's tourism sector still appeared as the third
largest contributor of foreign exchange after oil and palm oil sector with a contribution of
approximately Rp. 75 trilliun. At the same time, it also contributed to the national GDP of
11.03%. It means that Indonesia tourism was still be considered by the foreign and domestic
tourists. However, that achievement must be motivation to be more dynamic in improving the
targets. Currently, the Asian market is becoming a government focus, especially tourists from
Singapore, Malaysia, Thailand, Korea, Japan, India, Taiwan and China. The consideration is due
to the cultural proximity between these countries. But of course, Indonesia would be competing
with other developing countries in Asia to attract tourists from the Asia. Therefore, the purpose
of this study is to determine how the strategy of integrated marketing communications of the The
Indonesia`s Government in capturing the tourist potential of Asia, particularly ASEAN
countries. This study is based on the theory and the concept of Integrated Marketing
Communication, and promotion. Datas was obtained through depth interview with three
informants of Ministry of Tourism and Creative Economy of Republic of Indonesia and
studying of literature and information retrieval from a number of online media. The data
analysis techniques using a method developed by W. Laurence Newman. The results showed that
the government of Indonesia had done a integrated marketing communications with did some
steps of market analysis and promotion strategy iety through advertising, publicity, sales
promotion, point of purchase and personal selling activity, but it haven’t done comprehensively
yet.
Key word: Integrated Marketing Communications, Tourism, ASEAN Coutries
1
Dosen tetap di Prodi Ilmu Komunikasi, FISIP Unas dan dosen luar biasa di Universita Paramadina dan UNJ. Lulus
dari Fakultas Ilmu Komunikasi Unpad tahun 1999 (S1) dan Ilmu Komunikasi UI tahun 2003 (S2). Beberapa mata
kuliah yang diampu adalah Komunikasi Massa, Teori-Teori Komunikasi, Metode Penelitian Komunikasi dan Statistik
Sosial. Dapat dihubungi di email: [email protected]