Skripsi

STRATEGI KOMUNIKASI PEMASARAN TAMAN WISATA ALAM PUNTI KAYU PALEMBANG DALAM MENINGKATKAN KUNJUNGAN WISATAWAN

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Penilaian

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Punti Kayu Nature Park (TWA) is a conservation forest area that has an important role as an oxygen provider in Palembang City and as a unique nature tourism destination. However, in recent years there has been a decline in the number of tourist visits. This research aims to analyze the marketing communication strategy implemented by Punti Kayu TWA in increasing the number of visitors, using Kotler and Keller's Integrated Marketing Communication (IMC) theory which includes five main elements: advertising, sales promotion, public relations, direct marketing, and personal selling. This research uses a qualitative approach with data collection methods in the form of in-depth interviews, observation, and documentation studies. The main informants consisted of the manager of Punti Kayu TWA, as well as several visitors and non-visitors. The results showed that all IMC elements have been implemented by the manager, although the implementation is still not optimal. This research also presents a comparative analysis between responses from visitors and potential visitors who have never been to TWA Punti Kayu as material for evaluation and development of communication strategies in the future. This research is expected to contribute to the development of local tourism marketing communication strategies and become a reference in the management of similar tourist destinations. Keywords: Marketing Communication Strategy, Integrated Marketing Communication, Punti Kayu Nature, Tourism Park Palembang

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507004512	T179956	T1799562025	Central Library (REFERENCE)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1799562025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2025

Collation

xxiii, 443 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Komunikasi

Specific Detail Info

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Statement of Responsibility

TUTI

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