Strategi Komunikasi Pemasaran Desa Wisata Ngidam Muncar

Abstract

The revival of tourism after the COVID-19 pandemic is one of the main agendas for accelerating the Indonesian economy. This program began with the opening of tourism doors in Bali and the creation of the slogan work from Bali by the Minister of Tourism and Creative Economy of the Republic of Indonesia, Sandiaga Uno in May 2021. This tourism revival will also begin to be carried out in various tourist attractions in Indonesia in 2022. Starting from the place tourism areas that are already well-known to tourist areas that are still young or newly formed, such as tourist villages. One of them is a tourist village in Susukan District, Semarang Regency, Central Java, namely Ngidam Muncar Tourism Village. The existence of this tourist village was initiated in 2019. Then the existence of the Ngidam Muncar Tourism Village was inaugurated in early 2020. However, this tourism program could not be carried out optimally because the COVID-19 virus broke out in 2020. The pandemic affected tourism activities and program marketing strategies. tourism in this village has been hampered. Therefore, this research wants to see how the marketing communication strategy carried out by the local village government can then provide new input so that it can increase the village's income. The stages of this research method are starting from conducting an initial survey of the research object to see and determine the focus of the research, namely the marketing communication strategy of the Ngidam Muncar Tourism Village. Then, to dissect and answer this research problem, marketing communication strategy theory, SWOT analysis theory and marketing mix theory were used. This research method uses descriptive qualitative. The process of collecting data uses literature review methods, observation, and interviews with several sources who are directly related to the problem.