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All Journal The Indonesian Journal of Communication Studies International Journal of Health Science and Technology
Yenni Sri Utami
Universitas Pembangunan Nasional Veteran Yogyakarta
Humanities Education Engineering Health Professions Nursing Public Health

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EVALUATION OF TOURISM MARKETING COMMUNICATIONS PUNCAK SOSOK AS DESTINATION OF NIGHT TOURISM IN BANTUL Estavita Chantik Pembayun; Yenni Sri Utami; Isbandi Sutrisno
The Indonesian Journal of Communication Studies Vol 13, No 2 (2020): The Indonesian Journal of Communication Studies
Publisher : Department of Communication Studies, Faculty of Social and Political Sciences Universitas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31315/ijcs.v13i2.4519

Abstract

As a night tourist destination that is unique and has great potential, Puncak Sosok requires an evaluation of Puncak Sosok's marketing communications. The formulation of the problem in this research is how to evaluate marketing communication conducted by Puncak Sosok managers. The purpose of this research is to describe and to find out the evaluation of Puncak Sosok marketing communication and the supporting and inhibiting factors in its implementation. This research uses eight main marketing communication models by Kotler and the PII (Preparation, Implementation, Impact) evaluation model by Cutlip-Center-Broom with a qualitative approach. The results of the evaluation on the preparation aspect are conformity with the objectives and background where fluctuations in visits, but there are no details number of the tourist targets so that the measurement of success is not detailed. Evaluation on the implementation aspect are that most of the programs have been running well, but there are problems such as social media creativity and the absence of tour packages and authentic Puncak Sosok products. Impact evaluation results on most programs have had a positive impact such as the number of media publications and known as a typical night tourism destination with live music. Nevertheless, some programs are still ineffective and need to be improved, such as direct marketing and personal selling programs, which have less impact on attracting tourists. Supporting factors are the relationship that exists with the media and stakeholders, while the lack of innovation and knowledge of human resources in marketing and media use become inhibiting factors.
Effects of attractiveness, image and satisfaction on word of mouth communication Dyah Sugandini; Mohamad Irhas Effendi; Yenni Sri Utami; Agus Sasmito Aribowo
International Journal of Health Science and Technology Vol 2, No 1 (2020): July
Publisher : Universitas 'Aisyiyah Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (246.445 KB) | DOI: 10.31101/ijhst.v2i1.1818

Abstract

Travel activities have become the lifestyle of today's society. Many people take advantage of a holiday just to travel to various tourist attractions. In the context of tourism, lifestyles are also associated with activities, hobbies, opinions, which play an important role in consumer behavior. Trend tours that became a lifestyle one of them is special interest tourism. Dolandeso is one of the special interest attractions with environmental conservation mission based on cultural values and local wisdom. Dolandeso is a community-run tourism and is a Community based Tourism (CBT). Dolandeso tourism is a blend of the beauty of the environment, nature and value of harmonization between humans. This study aims to analyze the Word of Mouth (WOM) model influenced by satisfaction, image and attractiveness. This research uses 100 international tourist respondents. The sampling technique uses convience sampling. Data analysis using two step approach to SEM. The results show that the WOM model is acceptable. Satisfaction has positive effect on WOM, image has positive effect on attractiveness and satisfaction, attractiveness has positive effect on satisfaction.
Co-Authors Agus Sasmito Aribowo Dyah Sugandini Estavita Chantik Pembayun Isbandi Sutrisno Muhammad Irhas Effendi, Muhammad Irhas