Strategi Komunikasi Pemasaran Terintegrasi dalam Meningkatkan Jumlah Pengunjung Taman Nasional Kutai Kalimantan Timur

Abstract

The purpose of this study is (1) to determine the strategic planning Integrated Marketing Communications applied by Kutai National Park to increasing the number of visitors Kutai National Park; (2) to find out how the implementation of the marketing communication strategy in Kutai National Park; (3) to find out the results of the implementation of the marketing communication strategy in Kutai National Park. This research was conducted in the Kutai National Park, East Kalimantan Bontang-. The data in this study were obtained through interviews with seven informants.The data were also obtained through observation, literature (library research), and documentation. The results showed that the strategy of integrated marketing communications in the Kutai National Park runs quite effective, though there are some elements of marketing communications were not so run effectively. Elements of promotion mix implemented by the Kutai National Park, such as advertising (advertising), direct marketing, personal selling, publicity, word of mouth, and public relations. This study found that implementation of integrated marketing communications applied by the Kutai National Park has been quite good when viewed from the increased visitor Kutai National Park each year. A decline in domestic and foreign visitors in 2014 because of government regulations on the discharge of the tariff increase park entrance in Indonesia. However, domestic visitors again experienced an increase in 2015. Tujuan penelitian ini adalah (1) untuk mengetahui perencanaan strategi Komunikasi Pemasaran Terintegrasi yang diterapkan Taman Nasional Kutai dalam meningkatkan jumlah pengunjung Taman Nasional Kutai; (2) untuk mengetahui bagaimana pelaksanaan strategi komunikasi pemasaran di Taman Nasional Kutai (TNK); (3) untuk mengetahui hasil dari penerapan strategi komunikasi pemasaran di Taman Nasional Kutai (TNK). Penelitian ini dilakukan di Balai Taman Nasional Kutai, Bontang- Kalimantan Timur. Data dalam penelitian ini diperoleh melalui wawancara mendalam dengan tujuh orang informan. Data dalam penelitian ini juga diperoleh melalui observasi, studi pustaka/literatur (library research), dan dokumentasi. Hasil penelitian menunjukkan bahwa strategi komunikasi pemasaran terintegrasi di Taman Nasional Kutai berjalan cukup efektif walaupun ada beberapa elemen komunikasi pemasaran yang tidak begitu dijalankan secara efektif. Elemen bauran promosi yang diterapkan oleh Taman Nasional Kutai yaitu periklanan (advertising), pemasaran langsung, penjualan personal, publicity, word of mouth, dan public relation. Penelitian ini menemukan bahwa penerapan komunikasi pemasaran terintegrasi yang diterapkan oleh Taman Nasional Kutai sudah cukup baik jika dilihat dari meningkatnya pengunjung Taman Nasional Kutai setiap tahunnya. Terjadi penurunan pengunjung domestik dan mancanegara di tahun 2014 karena keluarnya peraturan pemerintah mengenai kenaikan tarif masuk Taman Nasional di Indonesia. Namun, pengunjung domestik kembali mengalami peningkatan 2015.

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