Marketing communication strategy of Tanjung Ngaglik Sleman tourism village increasing tourist interest post pandemi Covid-19

Detada Goestinanda, Muhammad Najih Farihanto

Abstract


The COVID 19 pandemic, which seems to have not ended, demands that everyone live a new normal life (New Normal). The application of standard health protocols during the New Normal period applies to all areas of life, including the tourism sector. The tourism object of Tanjung Tourism Village is one of the tourism objects in Sleman Regency which is reopening its business during this New Normal period. The Tanjung Tourism Village Manager has carried out various ways to carry out promotional activities so that the number of tourist visits can recover to how it was before the COVID 19 pandemic occurred. This research is intended to examine how the marketing communication strategy for marketing tourism objects in Tanjung Tourism Village increases the number of visitors during the New Normal period. Data collection techniques were carried out by interviews, observation, and documentation. Qualitative data analysis techniques using the method according to Miles & Huberman with several stages which include reducing data, presenting data and drawing conclusions. The results showed that the marketing communication strategy implemented by the Tanjung Tourism Village manager included product, price, place, physical evidence, people, process, promotion. ). Tanjung Tourism Village Manager focuses more on internet promotion to introduce tourism to the public, by creating an official website, and also using Facebook and Instagram social media as promotion. The hope of this research is that with the strategy implemented, researchers want to increase the interest of tourists in Tanjung Tourism Village after the Covid-19 pandemic.


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DOI: https://doi.org/10.26555/adiccom.v1i1.13152

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