KOMUNIKASI PEMASARAN PENGEMBANGAN DESA WISATA PINGE KECAMATAN MARGA KABUPATEN TABANAN

Abstract

Pinge Tourist Village, a cultural heritage site of ancient Bali, offers unique and attractive traditional house designs, such as the neatly arranged and parallel entrance gates or angkul-angkul. Pinge tourist village has very pristine natural scenery and a culture that is typical of the original Balinese village. Beside that, the air in this village is still cool enough to enjoy. Tourists can see firsthand how people in Pinge Village work, such as plowing rice fields, preparing seedlings, planting rice, harvesting rice, storing rice in granaries, and harvesting flowers. This research is a qualitative study with a descriptive method and an experimental approach, where the researcher acts as the main instrument. Data collection was carried out using triangulation techniques, while data analysis was inductive to gain an in-depth understanding of marketing communication phenomena and the development of village tourism. Primary data was obtained from field observations and in-depth interviews with managers and tourists in Pinge Tourism Village, who were considered to understand the research topic. Meanwhile, secondary data comes from written documents such as books and literature relevant to the issue being researched. The selection of informants was done thru purposive sampling, which means choosing individuals who are directly involved in the field being researched. From the data analysis, it can be found that the existence of Pinge Tourism Village, located in Baru Village, Tabanan Regency, can be accessed by various types of vehicles, both two-wheeled and four-wheeled. The involvement of village residents plays an important role in efforts to increase tourist visits to Pinge Tourism Village, and the concrete step taken was the designation of Pinge Village as a tourism village thru Tabanan Regent's Decree Number 337 of 2004. The forms of marketing communication used for the development of Pinge Tourism Village in Baru Village, Marga District, Tabanan Regency, by the management of Pinge Tourism Village in synergy with Baru Village are as follows: Social Media, Public Relations, Advertising. The implications of marketing communication in the development of Pinge Tourism Village are clearly seen in the economic sector. In addition, Pinge Tourism Village is one example of a tourism village that has implemented the Tri Hita Karana-based tourism village concept. Pinge Tourism Village also plays a role in supporting local government programs in terms of sustainable tourism development and cultural preservation. In addition, it develops understanding of communication science, particularly in the context of cultural tourism marketing communication, which emphasizes the importance of synergy between village managers and local communities, as well as the application of the Tri Hita Karana concept as a communication model that supports sustainability and cultural preservation in tourism development.