Faktor-Faktor yang Memengaruhi Komunikasi Pemasaran Pelaku Desa Wisata di Kabupaten Bogor
Factors Affecting Marketing Communication of Tourism Village’s Actors In Bogor Regency
Abstract
Peningkatan kualitas sumber daya manusia dan kesejahteraan masyarakat dapat dilakukan oleh salah satu sektor prioritas seperti pariwisata. Dilihat dari 17 poin Sustainable Development Goals (SDGs), sektor pariwisata mampu berkontribusi pada beberapa poin yaitu pengurangan kemiskinan, pertumbuhan ekonomi dan pekerjaan yang layak. Pengembangan potensi desa wisata merupakan bagian penting dalam pengembangan industri pariwisata di Indonesia. Penelitian ini bertujuan untuk (1) mendeskripsikan komunikasi pemasaran pelaku desa wisata di Kabupaten Bogor; dan (2) menganalisis faktor-faktor yang mempengaruhi komunikasi pemasaran pelaku desa wisata di Kabupaten Bogor. Penelitian ini dirancang sebagai penelitian kuantitatif yang didukung dengan pendekatan kualitatif untuk mempertajam analisis data kuantitatif dan pengujian hipotesis. Metode penelitian yang digunakan dalam penelitian ini adalah metode survei kepada 166 responden dengan pendekatan multi analitik, yaitu analisis deskriptif, uji regresi linier sederhana, dan kuadrat terkecil parsial (PLS). Hasil penelitian menunjukkan bahwa komunikasi pemasaran yang sering dilakukan adalah periklanan, dilanjutkan dengan promosi, pemasaran interaktif, pemasaran langsung dan publisitas. Pemasaran dilakukan melalui media digital yaitu Facebook, Instagram dan YouTube. Faktor yang mempengaruhi komunikasi pemasaran adalah faktor lingkungan dan media digital. Perlu peningkatan konten untuk memasarkan desa wisata melalui media digital dengan meningkatkan kapasitas pengelola desa wisata dan dukungan kelembagaan.
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