Tourism marketing communication strategy at "dieng culture festival" as an effort to improve the economy of the dieng community
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Oct 26, 2023
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Abstract
Technological advances and the times are able to erode the existence of local culture. Local culture is part of the tourism potential that can boost the economy. The Dieng Culture Festival is a successful cultural event and one that has the potential to boost the economy and expand employment opportunities in Indonesia. This research was conducted to find out how the marketing communication strategy was applied by the cultural performances of the Dieng Culture Festival. The research method used is descriptive qualitative method. The theory used in this research is marketing communication theory. The results found are that the marketing communication strategy is applied at four levels, namely individual level marketing communication, group level marketing communication, organizational level marketing communication, and mass level marketing communication. Good quality of human resource is a major component in the success of a marketing communications strategy. Mass media and social media are effective means of communication to promote the Dieng Culture Festival
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How to Cite
Aji, H. N. (2023). Tourism marketing communication strategy at "dieng culture festival" as an effort to improve the economy of the dieng community. Enrichment : Journal of Management, 13(4), 2499-2511. https://doi.org/10.35335/enrichment.v13i4.1618
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De Yusa, V., & Hastono, A. L. (2018). Pengaruh Citra Merek, Harga Dan Promosi Dalam Keputusan Pembelian Air Minum Dalam Kemasan (Amdk) Rivero Di Bandar Lampung. Jurnal Ilmiah FE-UMM, 12(1), 69–80.
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Jaiswal, S., & Singh, A. (2020). Influence of the Determinants of Online Customer Experience on Online Customer Satisfaction. Paradigm, 24(1), 41–55. https://doi.org/10.1177/0971890720914121
Kango, A., Saerang, I. S., & Mangantar, M. (2020). Jurnal ilmiah manajemen bisnis dan inovasi universitas sam ratulangi. Jmbi Unsrat, 7(3), 354–367.
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Sakdiyah, K. (2023). Meningkatkan Kualitas Pendidikan Inklusif Melalui Bisnis Digital dan Kolaborasi Komunitas. Center for Open Science. https://doi.org/10.31219/osf.io/bknca
Salim, A., Irriani, S. N., & Hapsari, Y. R. (2022). Implementasi Pendekatan Symbio-City pada Pembangunan Inklusif: Studi Kasus Slums Upgrading di Kota Yogyakarta. In Bappenas Working Papers (Vol. 5, Issue 2, pp. 241–269). Ministry of National Development Planning/Bappenas RI. https://doi.org/10.47266/bwp.v5i2.114
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Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif dan R & D. Alfabeta.
Suprihatiningrum, J. (2022). Pengalaman Sekolah Penyelenggara Pendidikan Inklusif dalam Menyediakan Pembelajaran Sains. In INKLUSI (Vol. 8, Issue 2, pp. 123–136). Al-Jamiah Research Centre. https://doi.org/10.14421/ijds.080203
Turner, P. (2018). Leadership in Healthcare: Delivering Organisational Transformation and Operational Excellence. Springer International Publishing.
Vininda, S., & Yuliana, L. (2020). Penerapan Regresi Data Panel Pengaruh Kesetaraan Gender terhadap Pertumbuhan Ekonomi di Provinsi Riau Periode 2011-2015. Seminar Nasional Official Statistics. https://prosiding.stis.ac.id/index.php/semnasoffstat/article/view/416
Wibowo, H. S. (2015). Metode evaluasi pembelajaran inklusif bagi peserta didik difabel netra. INKLUSI Journal of Disability Studies. https://digilib.uin-suka.ac.id/id/eprint/24379/
Yanti, L. D., Hanitha, V., Aprilyanti, R., & Jatiningrum, C. (2022). Analisis Faktor Penentu Kemandirian Kewirausahaan Inklusif Penyandang Disabilitas: Studi Pada Kota Tangerang Propinsi Banten. In eCo-Buss (Vol. 5, Issue 1, pp. 309–323). Komunitas Dosen Indonesia. https://doi.org/10.32877/eb.v5i1.506
Yao, L., Bolen, J. B., & Williamson, C. R. (2022). Are economic arguments against immigration missing the boat? The fiscal effects of the Mariel Boatlift. Southern Economic Journal. https://doi.org/10.1002/soej.12596
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Anggraini, Y., Pasha, D., Damayanti, D., & Setiawan, A. (2020). Sistem Informasi Penjualan Sepeda Berbasis Web Menggunakan Framework Codeigniter. Jurnal Teknologi Dan Sistem Informasi, 1(2), 64–70. https://doi.org/10.33365/jtsi.v1i2.236
Apriliyanti, I. D., & Kristiansen, S. O. (2019). The logics of political business in state-owned enterprises: the case of Indonesia. … Journal of Emerging Markets. https://doi.org/10.1108/IJOEM-08-2018-0433
Aransyah, M. F. (2019). Keterkaitan Kegiatan Konsumsi Dan Produksi Beras Dengan Pertumbuhan PDB Di Indonesia Dan Tiongkok. In Jurnal Ekonomi Pembangunan (Vol. 8, Issue 3, pp. 183–190). Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Lampung. https://doi.org/10.23960/jep.v8i3.60
Azmi, M. (2022). Pengaruh Iklan, Sales Promotion, Dan Citra Merek Terhadap Minat Beli Ulang (Studi Pada Pengguna Shopee). Journal of Entrepreneurship, Management and Industry (JEMI), 4(4), 151–160. https://doi.org/10.36782/jemi.v4i4.2181
Barker, V. (2017). Nordic vagabonds: The Roma and the logic of benevolent violence in the Swedish welfare state. European Journal of Criminology. https://doi.org/10.1177/1477370816640141
De Yusa, V., & Hastono, A. L. (2018). Pengaruh Citra Merek, Harga Dan Promosi Dalam Keputusan Pembelian Air Minum Dalam Kemasan (Amdk) Rivero Di Bandar Lampung. Jurnal Ilmiah FE-UMM, 12(1), 69–80.
Ding, D., Ramirez Varela, A., Bauman, A. E., Ekelund, U., Lee, I. M., Heath, G., Katzmarzyk, P. T., Reis, R., & Pratt, M. (2020). Towards better evidence-informed global action: Lessons learnt from the Lancet series and recent developments in physical activity and public health. British Journal of Sports Medicine, 54(8), 462–468. https://doi.org/10.1136/bjsports-2019-101001
Dwiyanto, B. M. (2011). MODEL PENINGKATAN PARTISIPASI MASYARAKAT DAN PENGUATAN SINERGI DALAM PENGELOLAAN SAMPAH PERKOTAAN *. In Jurnal Ekonomi Pembangunan: Kajian Masalah Ekonomi dan Pembangunan (Vol. 12, Issue 2, p. 239). Universitas Muhammadiyah Surakarta. https://doi.org/10.23917/jep.v12i2.196
Fadly, M., Muryana, D. R., & Priandika, A. T. (2020). Sistem Monitoring Penjualan Bahan Bangunan Menggunakan Pendekatan Key Perfomance Indicator. Journal of Social Sciences and Technology for Community Service (JSSTCS), 1(1), 15. https://doi.org/10.33365/jta.v1i1.669
Faradila, S., & Imaningsih, N. (2022). FAKTOR-FAKTOR KEMISKINAN DI KABUPATEN SAMPANG. In Jurnal Dinamika Ekonomi Pembangunan (Vol. 5, Issue 1, pp. 545–552). University of Pembangunan Nasional Veteran Jawa Timur. https://doi.org/10.33005/jdep.v5i1.313
Fernandes, I. A., Sriati, A., & Sutini, T. (2019). Tingkat Kecemasan State dan Trait Pendonor Darah di Mobil Unit Donor Darahyang Diselenggarakan di Universitas Padjadjaran. Jurnal Keperawatan BSI, VII(1), 76–83.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Haryono, R., Lanadimulya, H., & ... (2021). Peran Teknologi dan Modal Manusia dalam Meningkatkan Pertumbuhan Ekonomi: Studi pada negara-negara ASEAN dengan pendekatan neoklasik dan pendekatan …. … RISET ILMU EKONOMI. http://jrie.feb.unpas.ac.id/index.php/jrie/article/view/11
Hidayat, F. R., Aisyah, S. N., & Ghassani, F. (2022). Pemanfaatan Transformasi Perpustakaan Berbasis Inklusi Sosial dalam Mendukung Pertumbuhan Ekonomi yang Inklusif dan Berkelanjutan Sesuai dengan Tujuan Program SDGs Indonesia 2030. In Media Pustakawan (Vol. 29, Issue 3, pp. 309–322). Perpustakaan Nasional RI. https://doi.org/10.37014/medpus.v29i3.3448
Hrp, A. P., & Saraswati, D. (2023). Tingkat Literasi Pasar Modal (Studi Pada Dosen Fakultas Ekonomi UMN Al Washliyah Medan). Journal of Trends Economics and Accounting …. https://journal.fkpt.org/index.php/jtear/article/view/593
Idroes, G. M., Hardi, I., Nasir, M., Gunawan, E., & ... (2023). Natural Disasters and Economic Growth in Indonesia. … Journal of …. https://heca-analitika.com/eje/article/view/55
Irfanda, A. (2022). Terorisme, Jihad, dan Prinsip Hukum Islam: Alternatif Upaya Deradikalisasi. Jurnal Wawasan Yuridika, 6(1), 101. https://doi.org/10.25072/jwy.v6i1.490
Jaiswal, S., & Singh, A. (2020). Influence of the Determinants of Online Customer Experience on Online Customer Satisfaction. Paradigm, 24(1), 41–55. https://doi.org/10.1177/0971890720914121
Kango, A., Saerang, I. S., & Mangantar, M. (2020). Jurnal ilmiah manajemen bisnis dan inovasi universitas sam ratulangi. Jmbi Unsrat, 7(3), 354–367.
Kartini, T. M. (2020). Pengaruh Komunikasi dan Budaya Organisasi Terhadap Kinerja Karyawan. Pelita Ilmu, 14, 58–67.
Kolibu, M.-, Rumate, V. A., & Engka, D. S. M. (2019). PENGARUH TINGKAT INFLASI, INVESTASI, PERTUMBUHAN EKONOMI DAN TINGKAT PENGANGGURAN TERHDAP TINGKAT KEMISKINAN DI PROVINSI SULAWESI UTARA. In JURNAL PEMBANGUNAN EKONOMI DAN KEUANGAN DAERAH (Vol. 19, Issue 3). Universitas Sam Ratulangi. https://doi.org/10.35794/jpekd.16456.19.3.2017
Kusmayadi, I., Suprayetno, D., Dakwah, M. M., & Ahyar, M. (2022). Analisis Bibliometrik Pada Riset Keuangan Inklusif Dalam Tiga Dekade. In JURNAL SOSIAL EKONOMI DAN HUMANIORA (Vol. 8, Issue 1, pp. 154–160). Universitas Mataram. https://doi.org/10.29303/jseh.v8i1.51
Lee, N. R., & Kotler, P. (2020). Social marketing Behavior Change for Social Good (6th editio). Sage Publications, Inc.
Lestari, A., & Rizali, R. (2022). Dampak Ekonomi Pembangunan Ekowisata Habitat Bekantan bagi Masyarakat (Studi Kasus di Desa Panjaratan Kecamatan Pelaihari Kabupaten Tanah Laut). In JIEP: Jurnal Ilmu Ekonomi dan Pembangunan (Vol. 5, Issue 1, p. 400). Center for Journal Management and Publication, Lambung Mangkurat University. https://doi.org/10.20527/jiep.v5i1.5536
M.Si. S.H.I., S. F. S. (2022). Implementasi Kebijakan Pendidikan Inklusif di Kabupaten Jember. In SPEED Journal : Journal of Special Education (Vol. 6, Issue 1, pp. 61–73). Universitas PGRI Argopuro Jember. https://doi.org/10.31537/speed.v6i1.866
Maria, E., Noviantoro, D., Marisa, S., Sakarina, S., kumari, J., Kumar, J., Wachyu, H. H., Hayata, H., Sugiarto, S., Rochanah, S., Juwaini, A., Fahlevi, M., Nadeak, M., Novitasari, D., Nagoya, R., Surya Wanasida, A., Purwanto, A., Adi, N., Daud Isaac Makhmut, K., … Jena, L. K. (2023). The Influence of Communication, Work Motivation and Work Environment on Employee Performance with Work Discipline as a Mediating Variable. International Review of Management and Marketing, 12(1), 1–21. https://doi.org/10.35445/alishlah.v13i1.564
Martinez-Bravo, M. (2017). The local political economy effects of school construction in Indonesia. American Economic Journal: Applied Economics. https://www.aeaweb.org/articles?id=10.1257/app.20150447
Nugraha, E. (2020). Implementasi Program Tahfizh Qur’an Di PAUD Inklusif Dengan Model HOTS. In As-Sibyan: Jurnal Pendidikan Anak Usia Dini (Vol. 5, Issue 2, pp. 95–106). Lembaga Penelitian dan Pengabdian kepada Masyarakat (LP2M) Universitas Islam Negeri (UIN) Sultan Maulana Hasanuddin Banten. https://doi.org/10.32678/as-sibyan.v5i2.3569
Pelafu, F., Najoan, M., & Elly, F. H. (2018). Potensi Pengembangan Peternakan Ayam Ras Petelur Di Kabupaten Halmahera Barat. Zootec, 38(1), 209. https://doi.org/10.35792/zot.38.1.2018.18941
Piercy, K. L., Troiano, R. P., Ballard, R. M., Carlson, S. A., Fulton, J. E., Galuska, D. A., George, S. M., & Olson, R. D. (2018). The physical activity guidelines for Americans. JAMA - Journal of the American Medical Association, 320(19), 2020–2028. https://doi.org/10.1001/jama.2018.14854
Sakdiyah, K. (2023). Meningkatkan Kualitas Pendidikan Inklusif Melalui Bisnis Digital dan Kolaborasi Komunitas. Center for Open Science. https://doi.org/10.31219/osf.io/bknca
Salim, A., Irriani, S. N., & Hapsari, Y. R. (2022). Implementasi Pendekatan Symbio-City pada Pembangunan Inklusif: Studi Kasus Slums Upgrading di Kota Yogyakarta. In Bappenas Working Papers (Vol. 5, Issue 2, pp. 241–269). Ministry of National Development Planning/Bappenas RI. https://doi.org/10.47266/bwp.v5i2.114
Setiawan, S. (2015). FINANCIAL DEPTH AND FINANCIAL ACCESS IN INDONESIA. In Journal of Indonesian Economy & Business. researchgate.net. https://www.researchgate.net/profile/Azlinzuraini-Ahmad/publication/294799649_Stress_at_Sout_East_Asian_Hotel_Sector/links/56c4101e08ae60234250c292/Stress-at-Sout-East-Asian-Hotel-Sector.pdf#page=42
SIMAMORA, A. V, HAHULY, M. V, & ... (2021). Endophytic fungi as potential biocontrol agents of Phytophthora palmivora in the cocoa plant. Biodiversitas Journal of …. https://mail.smujo.id/biodiv/article/view/7985
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif dan R & D. Alfabeta.
Suprihatiningrum, J. (2022). Pengalaman Sekolah Penyelenggara Pendidikan Inklusif dalam Menyediakan Pembelajaran Sains. In INKLUSI (Vol. 8, Issue 2, pp. 123–136). Al-Jamiah Research Centre. https://doi.org/10.14421/ijds.080203
Turner, P. (2018). Leadership in Healthcare: Delivering Organisational Transformation and Operational Excellence. Springer International Publishing.
Vininda, S., & Yuliana, L. (2020). Penerapan Regresi Data Panel Pengaruh Kesetaraan Gender terhadap Pertumbuhan Ekonomi di Provinsi Riau Periode 2011-2015. Seminar Nasional Official Statistics. https://prosiding.stis.ac.id/index.php/semnasoffstat/article/view/416
Wibowo, H. S. (2015). Metode evaluasi pembelajaran inklusif bagi peserta didik difabel netra. INKLUSI Journal of Disability Studies. https://digilib.uin-suka.ac.id/id/eprint/24379/
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