MARKETING COMMUNICATION STRATEGY KREBET VILLAGE AS COMMUNITY BASED TOURISM
Anisa Dewi Kusumaningrum (1), Yenni Sri Utami (2), Kurnia Arofah (3)

Communication Science Departement
Faculty of Social and Political Scoences
Universitas Pembangunan Nasional "Veteran" Yogyakarta

Abstract

Krebet Village is the center of the wooden batik industry located in Sendangsari, Pajangan, Bantul, Special Region of Yogyakarta. Krebet Village as a Community Based Tourism is classified as independent in its management, but still requires a lot of development to its sustainability and become an international standard tourist destination. So that the marketing communication strategies is needed by Krebet Village. The formulation of problem in this study is how the marketing communication strategy of Krebet Village carried out as a Community Based Tourism. The purpose of this study is to find out the marketing communication strategy as well as supporting and inhibiting factors in its implementation. This study uses descriptive research with a qualitative approach. Data collection techniques are carried out by interviews, observation and documentation studies. Data analysis techniques used by data collection, data presentation and making conclusion. The validity test of the data is done by source triangulation technique. The results of this study concluded that Krebet Village uses a marketing communication strategy with a mix of 4P, product, place, price, promotion. Krebet products are nature tourism activity, education of wooden batik making, culinary, and homestay. Krebet has a beautiful and comfortable place, the price (price) of a tour package is set by the Management of Krebet Village. Promotional activities include advertising, sales promotion, events, exhibitions, but the use of website as a means of promotion have not been utilized properly, because there is no experts who specifically handle websites is one of the obstacle factors.

Keywords: Krebet Village, Marketing Communication Strategies, Community Based Tourism

Topic: International Symposium on Social Sciences, Humanities, Education, and Religious Studies

Link: https://ifory.id/abstract-plain/HZkRm8th9BW3

Web Format | Corresponding Author (Anisa Dewi Kusumaningrum)