The Concept of Developing Local Wisdom-based Tourism Villages in Cirebon Regency, West Java, Indonesia: Integrated Marketing Communication Perspective

DOI

10.2991/icosop-17.2018.49How to use a DOI?

Keywords

Integrated marketing system, local wisdom, tourism village.

Abstract

The tourism in Indonesia has become a complex sector, and therefore, it needs a communication pattern to improve tourism attraction and all tourism stakeholders. At this time, the marketing communication concept has not only been applied to products and services but also begun to be developed and applied in various fields, and one of them is the tourism. One of the tourism communication forms or products is the establishment of a tourism village concept. Specifically, the concept of tourism village is an effort to develop and create the village community's prosperity. This concept will gradually become a regional tourism flagship. This research is aimed at analyzing the activity of Integrated Marketing Communication, which is a specific integration of five marketing communication activities commonly used in the tourism villages to communicate their tourism attraction potentials to the consumers. This research uses the qualitative description technique to collect data in the form of a deep interview with the village administration and the chairperson of tourism business activity groups. The result of the research shows that IMC performed by tourism village administration has begun to be applied to planning, performing and evaluation. However, IMC has been done completely, but it is not maximal in the planning of IMC that does not focus and has no special integrated marketing communication evaluations. The IMC concept starts from planning, implementing, and evaluating. At the planning step, Cirebon tourism village needs targeting, positioning, aiming and budgeting. At the implementation step, the tourism village decides the communication program assimilation, chooses media, makes messages, and determines moments.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nurul Chamidah
AU  - Khaerudin Imawan
AU  - Mudhofar
PY  - 2017/12
DA  - 2017/12
TI  - The Concept of Developing Local Wisdom-based Tourism Villages in Cirebon Regency, West Java, Indonesia: Integrated Marketing Communication Perspective
BT  - Proceedings of the 2nd International Conference on Social and Political Development (ICOSOP 2017)
PB  - Atlantis Press
SP  - 314
EP  - 320
SN  - 2352-5398
UR  - https://doi.org/10.2991/icosop-17.2018.49
DO  - 10.2991/icosop-17.2018.49
ID  - Chamidah2017/12
ER  -