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

TIARA, TIARA and Azhar, Azhar and Priambodo, Galih (2025) STRATEGI KOMUNIKASI PEMASARAN TAMAN WISATA ALAM PUNTI KAYU PALEMBANG DALAM MENINGKATKAN KUNJUNGAN WISATAWAN. Undergraduate thesis, Sriwijaya University.

	Image RAMA_70201_07031182126037_cover.jpeg - Cover Image Available under License Creative Commons Public Domain Dedication. Download (107kB)
	Text RAMA_7021_07031182126037.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (2MB) | Request a copy
	Text RAMA_70201_07031182126037_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (8MB) | Request a copy
	Text RAMA_70201_07031182126037_0027046505_0031088904_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text RAMA_70201_07031182126037_0027046505_0031088904_02.pdf - Accepted Version Restricted to Repository staff only Download (209kB) | Request a copy
	Text RAMA_70201_07031182126037_0027046505_0031088904_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (68kB) | Request a copy
	Text RAMA_70201_07031182126037_0027046505_0031088904_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (155kB) | Request a copy
	Text RAMA_70201_07031182126037_0027046505_0031088904_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (774kB) | Request a copy
	Text RAMA_70201_07031182126037_0027046505_0031088904_06.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (34kB) | Request a copy
	Text RAMA_70201_07031182126037_0027046505_0031088904_07_ref.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (144kB) | Request a copy
	Text RAMA_70201_07031182126037_0027046505_0031088904_08_lamp.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (491kB) | Request a copy

Abstract

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

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Strategi Komunikasi Pemasaran, Komunikasi Pemasaran Terpadu, Taman Wisata Alam Punti Kayu, Pariwisata Palembang
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > HF5717-5734.7 Business communication Including business report writing, business correspondence
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Tiara Tiara
Date Deposited:	23 Jul 2025 01:53
Last Modified:	23 Jul 2025 01:53
URI:	http://repository.unsri.ac.id/id/eprint/179956

Actions (login required)

View Item