Strategi kampanye: “komodo the real wonder of the world” sebagai upaya masuk n7wn

Yap, Melani Riadi (2012) Strategi kampanye: “komodo the real wonder of the world” sebagai upaya masuk n7wn. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan industri pariwisata di Indonesia telah berkembang dengan pesat dan memegang peranan yang penting bagi Indonesia, karena itu diperlukan asosiasi pencitraan atau persepsi kuat mengenai sebuah daerah tujuan. Untuk memperoleh persepsi yang sesuai, Public Relations harus dapat melakukan komunikasi kepada masyarakat melalui strategi komunikasi. Salah satu strategi komunikasi dapat dilakukan melalui kampanye. Maka Kementrian Pariwisata dan Ekonomi Kreatif Republik Indonesia bekerjasama dengan The Marketeers untuk membuat suatu program kampanye “Komodo: The Real Wonder of The World”. Rumusan masalah dalam penelitian ini adalah “Bagaimana strategi kampanye “Komodo: The Real Wonder of The World” sebagai upaya Indonesia untuk masuk N7WN?” Metode penelitian yang digunakan adalah studi kasus tipe 1 dengan pendekatan kualitatif. Hasil penelitian menunjukkan bahwa strategi kampanye didasarkan pada analisa masalah, tujuan dan analisis, stakeholders, pesan, taktik, messenger, resources, dan assessment. Peneliti memberikan saran bagi pemerintah untuk melakukan survey efektivitas penggunaan media promosi Taman Nasional Komodo (TNK) untuk mengukur kinerja yang dilakukan selama ini dan mengetahui langkah-langkah yang dapat digunakan untuk mensosialisasikan TNK. / The development of tourism in Indonesia has grown rapidly and plays an important role in the country. Therefore it is necessary to build a certain image or perception about a destination place. To get the proper perception, Public Relations needs to communicate through a campaign. In this case, the Ministry of Tourism and Creative Economy of the Republic of Indonesia, in cooporation with The Marketeers have created the “Komodo: The Real Wonder of The World” campaign. The research question in this study is: How is the “Komodo: The Real Wonder of The World” campaign strategy implemented as Indonesia’s effort to enter the N7WN? This research uses study case type 1 method, with qualitative approach. The results shows that the campaign strategy goes through problem analysis, goals and analysis, stakeholders, message, tactics, messenger, resources, and assessment. The Researcher suggests that the government does a survey about the effectiveness of media promotions, so it could evaluate the program and know the next step to socialize TNK.

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