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All Journal ASEAN Journal on Hospitality and Tourism
Nurbaeti Nurbaeti
Trisakti Institute of Tourism, Indonesia
Humanities Engineering Social Sciences

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Developing an IMC Strategy for Ethno-Wellness Tourism in Sidorejo Tourism Village Janitra Fullaroa Salsabil; Nurbaeti Nurbaeti; Saptarining Wulan; Myrza Rahmanita
ASEAN Journal on Hospitality and Tourism Vol. 24 No. 2 (2026):
Publisher : Centre For Tourism Planning and Development

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5614/ajht.2026.24.2.02

Abstract

This research investigates the implementation and effectiveness of Integrated Marketing Communication (IMC) for promoting Pawukon-based ethno-wellness tourism in Sidorejo Tourism Village, Indonesia. Using a mixed-methods approach, data were collected through tourist surveys, management interviews, and field observations to analyze the five IMC components: advertising, sales promotion, personal selling, public relations, and direct marketing. The findings identify a critical implementation gap. The village’s strategy relies heavily on organic personal selling, which is effective for on-site visitor conversion, but lacks coordinated advertising, digital marketing, and proactive public relations to build broader market awareness. This creates a paradox where communication deepens the experience for existing visitors but fails to attract new audiences. The study concludes that Sidorejo’s current promotional efforts are fragmented and not strategically integrated, significantly limiting its growth potential. The main argument is that transitioning from an informal, community-based promotional model to a structured IMC strategy is essential. Such a strategy must amplify authentic narratives through digital content and media engagement to bridge the gap between the destination’s unique offerings and its market visibility.
Co-Authors Janitra Fullaroa Salsabil Myrza Rahmanita Saptarining Wulan