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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]