PENERAPAN INTEGRATED MARKETING COMMUNICATION PADA PENGELOLAAN PEMASARAN DESA WISATA

Luh Linna Sagitarini

Penulis

Luh Linna Sagitarini Politeknik Negeri Bali

Kata Kunci:

pemasaran, integrated marketing communications, desa wisata

Abstrak

Unggul dalam persaingan industri dapat dilakukan dengan beberapa cara. Di antaranya ialah dengan pemasaran produk dan potensi wisata. Diperlukan ketepatan dalam hal konsep untuk membangun pemasaran produk yang baik. Sebuah upaya memasarkan produk ialah melalui Integrated Marketing Communication (IMC). Penelitian ini dimaksudkan untuk mengaanalisis model penerapan Integrated Marketing Communication (IMC) pada pengelolaan Desa Wisata tentang integrasi komunikasi pemasaran. Temuan dari penelitian ini agar dapat berguna memandu pengembangan pariwisata. Harapannya ialah selain berkontribusi dalam peningkatan perekonomian, juga ikut berpartisipasi terhadap keberlanjutan Desa Wisata. Desain penelitian yang digunakan adalah metode artikel review. Peneliti mengorganisir referensi artikel yang sudah diterbitkan disesuaikan dengan kebutuhan penelitian ini. Analais data berdasar penjelasan deskriptif. Dalam hal ini, temuan penelitian diuraikan secara teratur untuk selanjutnya dijelaskan sehinggga mudah dimengerti. Hasil analisis artikel review menunjukkan bahwa penerapan Integrated Marketing Communication (IMC) pada Desa Wisata memberikan manfaat terhadap konsumen menggunakan unsur-unsur bauran pemasaran untuk menciptakan dan mempererat hubungan dengan konsumen. Selain itu, hasil IMC dalam pendekatan komunikasi pemasaran modern bidang bauran pemasaran, guna membangun fondasi merek yang kuat secara fisik maupun virtual di benak pelanggan. Dengan demikian integrated marketing communications (IMC) dapat diterapkan dalam pengelolan pemasaran Desa Wisata seperti pemanfaatan kualitas web, media facebook dan lainya secara terpadu.

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