THE MARKETING COMMUNICATION STRATEGY OF
Bantul Regency actually had a lot of potential tourist destinations to be developed into world-class tourist destinations, not inferior to famous tourist destinations in Indonesia such as the island of Bali and others. In Bantul District, there are various tourist destinations, ranging from coastal tourism, mountain tourism, hot water tours, waterfall tours, cave tours, adventure tours, and historical tours. At least there are more than 20 tourist destinations, among which are prominent are the attractions of Parangtritis Beach, Gumuk Pasir Parangkusumo, Depok Beach, Pandansari Beach, Pulosari Waterfall, Parang Wedang Hot Springs, Randusari Waterfall, Becici Peak, Gajah Mangunan Caves, Cerme Caves, Mangunan Pineforest and Fruit Garden, Selopamioro Hanging Bridge, Mojo Dlingo Peak, Bego Imogiri Peak, Watu Mabur Cliff, Selarong Cave, Cemara Cave Beach, Kedung Pengilon Waterfall, Gabusan Center Art Market, and Tembi Tourism Village.
To attract tourists visiting in Bantul regency, Tourism and Culture Office of Bantul is determined to align the potential of tourism in Bantul equivalent to national and foreign tourist destinations. With the potential of tourism owned by Bantul regency today, Bantul regency government has a mission to raise the leading tourist destinations in Bantul to national and even international level. Strategies taken include not only through tourism development programs and also through cultural preservation and development of local wisdom in Bantul regency. In the current era of regional autonomy, the central government provides flexibility to each region to be able to explore the potentials in the field of tourism.
The first step that must be done to advance the tourism sector in Bantul regency is to strengthen the tourism sector marketing. They should try to convince tourists to visit the tourist attraction in Bantul. Third, the transportation sector, by providing access to tourists through the provision of tourist packages and strengthen the quality of human resources in the field of tourism. Realizing it is not easy and takes a short time, but with tremendous tourism potential owned by Bantul regency, the local government of Bantul Regency is optimistic to achieve it.
Concept and Theoretical Review
Marketing Communication Strategy through Promoting Tourism in Media
Along with the development of the times, the development of communication science can not be separated with technology and information. Without communication, information can not be delivered. In the current era of globalization, information and communication technology plays an important role in various aspects of human life. The role of information and communication technology will increase along with the development of the era and until finally become the basic element in human life. Of the many information technologies that can be accessed easily from anywhere is using print or mass media commonly known through television, radio, internet, newspapers, and other. Tourism businesses are using a lot of media to promote tourism in their area.
Promotion through mass media is an easy and easy way to promote, because the whole world can see and receive that information. Therefore, technology is now more advanced and growing in conducting tourism activities that can bring many tourists to visit an area. In addition to the needs of tourists will be complete information, accurate and easy in the can, then other parties who also need the data and information is the manager of the tourism industry and the government as decision makers and policy makers in the field of tourism.
This requires the Government's concentration in increasing regional tourism. In line with the government's desire to advance the tourism industry, there is certainly a great desire to organize the information of tourism data as well as possible so that people in need can obtain quickly, accurately and can be disseminated easily too.
The media has an important role in promoting the tourism sector, including as a means of publication of tourist destinations. There is no doubt with this era of very free information disclosure, allowing the media to disseminate information in the form of photographs, pictures, videos or sounds all over the world. With this extraordinary publication, the outside world will see that Indonesia has an incredible beauty and deserves to be visited by tourists from abroad.
Media can be a venue for the exchange of tourist destination information very easily and quickly. 10 or 20 years ago it is very difficult to promote Indonesian tourism destinations around the world. But with the media today we easily communicate with potential tourists from around the world, so the media into a tool to exchange information very accurate about various tourist destinations.
In the past it may be very difficult to promote new tourist attractions in Indonesia, but now through the media new tourist destinations can be promoted quickly. Now anyone can come to publish new destinations around the world. The potential of these attractions can be the attention of local governments to then intervene in developing it professionally.
Development over the next few decades depends largely on whether and how people have access to information. The majority community depends on the media for most of the information, and this ultimately requires an empowering, professional, and close to their community so they can inform and explain government policies and priorities in a way that everyone can understand. Although in the past beliefs are a major relic of the media, today new technologies have opened up insights for wider public access, particularly in the development of the tourism sector.
Bantul regency has many tourist attractions that are very potential if developed properly. If developed properly it will increase community interest, and regional income. Development of tourism sector in Bantul should get attention from the Local Government Bantul regency. This is to improve the economy of the community through the development of environmentally sound tourism sector supported by the availability of adequate infrastructure.
HASIL DAN PEMBAHASAN
The Marketing Communication Strategy of Village Tourism in Bantul Regency
Basically marketing communication consists of two elements of communication and marketing. Communication is the process by which thinking and understanding are communicated between the parties. Marketing is a set of activities where companies and other organizations transfer values. Marketing communication is the exchange of information and two-way persuasion that support the marketing process to function more effectively and efficiently. Marketing communication is also one of the company's efforts to communicate products to customers. The success of this marketing is heavily influenced by promotion. Promotion is any form of communication used to inform, persuade or remind people of the product.
The marketing communication model includes a source that as a messenger is none other than a marketer. The source sends the message and determines how the
message is composed and understood by the recipient. Sender also specifies various types of communications to convey messages such as through advertising, sales promotion, public relations, personal selling or direct marketing.
In supporting the mission vision of Bantul Regent in tourism sector, Bantul local government need to develop ecotourism sector in Bantul. In contrast to conventional tourism, ecotourism is a tourism activity that pays great attention to the sustainability of tourism resources. The international ecotourism community defines it as a responsible natural tourism trip by conserving the environment and improving the welfare of local communities. Ecotourism can be seen from three perspectives, namely:
1) ecotourism as a product, 2) ecotourism as a market, and 3) ecotourism as a development approach. As a product, ecotourism is an all attraction based on natural resources. As a market, ecotourism is a journey directed towards environmental conservation efforts. And as a development approach, ecotourism is a method of exploiting and managing tourism resources in an environmentally friendly manner.
From (2004) comprises three more basic operational concepts of ecotourism: 1) outdoor travel in a natural area that does not cause environmental damage, 2) prioritizes the use of transport facilities created and managed by the tourism community, 3) The available accommodation principle is not an extension international hotel hands and the food on offer is also not food made from imported raw, but rather all based on local raw materials, and 4) pay great attention to the natural environment and local culture.
Ecotourism (Eco-tourism) according to Lascurain (in Pendit, Nyoman S, 2003) comprises tourist visits to a relatively undisturbed natural region, with the intention of objectively realizing to see, study, admire the faces of natural beauty, flora, fauna, cultural aspects of both past and present that may be present in the region. Ecotourism also means involving local people in the process so that they can gain the socio- economic benefits of the process.
Visits to cultural objects or events seem to have always been a part of a travel journey, making it difficult to distinguish cultural tourism from nature tourism, for example, or other common, ordinary, and much-to-do tours. One source of a number of writings on cultural tourism mentions that in the late 1970s, when marketing experts and tourism researchers found the presence of a person or group traveling solely for a
deep understanding of a cultural object or event in a particular place , then recognizable cultural tourism that can clearly be categorized as one of tourism products (Tighe, 2005).
Ecotourism concept that can be developed in Bantul is the development of Tourism Village. The tourist village is a form of integration between attractions, accommodation and supporting facilities presented in a community life structure that blends with the prevailing rules and traditions. There are two main concepts in the component of a tourist village: 1) Accommodation, part of the residence of local residents and / or units developing on the concept of residence of the population; 2) Attractions, all the daily life of the local population along with the physical setting of the village location that allows the integration of tourists as active participation such as dance, language and other specific courses. Rural tourism within a tourist village is where a small group of tourists live in or close to the traditional atmosphere, often in remote villages and learn about rural life and the local environment.
Referring to the definition of tourist villages, the villages developed under the Ecotourism program will provide a good example for other villages. The determination of a village to be a tourist village must meet the requirements, including good accessibility, so easy to visit tourists by using various types of transportation, has interesting objects such as nature, cultural arts, legends, local food, etc. to be developed as tourism objects, communities and village officials receive and provide high support for tourist villages and tourists who come to their villages, available accommodation, telecommunications, and adequate labor, and connect with other attractions that are well known by the public.
Bantul Regency as a Special Tourism Area in Yogyakarta Province according to Yogyakarta Tourism Development Action Plan 2017-2022 has experienced improvement of tourism facilities and infrastructure with the development of traditional tourism one of them through the Tembi Tourism Village in the Timbulharjo Village, Sewon District, Bantul Regency.
In addition to natural endowment, Bantul regency is rich with cultural heritage.
But unlike the apparent nature of grace, cultural heritage is harder to find given the vulnerable culture eroded by the swift currents of globalization. Through the efforts of Village Head and Yogyakarta Provincial Government support, Tembi Tourism Village
located in Timbulharjo Village, Sewon District, Bantul Regency is now a window of traditional cultural wealth typical of Bantul.
Tembi Village is a tourist village that reflects the thick elements of classical Javanese culture and traditions in Bantul Regency. Tembi Tourist Village is located in the tourist area of GMT (Gabusan-Manding-Tembi) which was inaugurated as a tourist attraction by the Governor of DIY Province, Sri Sultan Hamengku Buwono X since 2007. Tembi tourism village has the potential as a tourist village that can attract tourist visits as a craft village and homestay village (Dhiajeng, 2013).
The uniqueness and distinctiveness of the customs of the Tembi village community that is still beautiful as an alternative tourism. In addition, the concept of rural tourism is also a tourism sector that has a share and makes a major contribution in improving the welfare of small people in the countryside. Low-income communities can be directly involved in tourism development programs through the use of handicrafts, agricultural products, livestock, fisheries, plantations, products of traditional arts and culture (Yoeti, 2008).
Tembi tourism village has experienced significant development, as seen from the number of tourist attractions offered is increasingly diverse, so as to boost the number of tourists visiting. At the beginning of its establishment in 2007, the number of tourists visiting each month ranged from 10-20 visitors. Since 2012, the number of tourists who come every month is approximately 600 visitors on weekdays and can even reach 1000 visitors when entering the period school holidays.
One of the factors that influence the success of development in Tembi tourism village is the existence of Pokdarwis (Tourism Awareness Group) as a local institution responsible for ensuring the progress of tourism villages. Pokdarwis has an organizational structure. The existence of the Pokdarwis division of tasks provides its own benefits, namely the community as members can be involved and contribute to creating and maintaining the existence of every reliable tourist attraction in the tourist village of Tembi. Community participation is expected to be able to foster a sense of belonging to the progress and development of Tembi tourism village in the future.
Tembi Tourism Village, indeed provides a variety of cultural attractions extraordinary, coupled with enthralling village life, where the typical local wisdom of Bantul can be enjoyed and taken as a lesson by the tourists. Villagers are well aware
that how to treat their guests well is very important for the sustainability of their tourist villages. Tembi village is nature of the homestay houses, travelers or tourists can enjoy some of the standard amenities of typical rural rooms. From the homestay at Tembi, visitors can also stare at the verdant rice fields, shade the trees that shade the area and the hospitality of the citizens at Desa Tembi.
That way, tourists can experience a different tourism experience, namely rural tourism. Can play, travel, but also learn while socializing with the Tembi people who are ready to receive kindly. Various lodging facilities and standard services can be enjoyed. Cleanliness, the comfort of a homestay at Tembi Village has been recognized.
Homestay Tembi was awarded the 2014 and 2016 Asean Green Homestay Award. This award was received in Manila, Philippines. Tembi Tourism Village has also been the best in Bantul Regency.
Staying at Omah Tembi's homestay is like feeling Yogya from a different side.
The nuances of the countryside and the serenity of Yogyakarta are felt. To be sure, it doesn't need to be expensive to enjoy the "luxury" that can blend with the lives of residents and nature around this Tembi Tourism Village. There are two types of homestays at Tembi Village. Non-AC homestays are available for 62 homestays, with room rates of Rp 200 thousand that will get in-room and breakfast facilities. Whereas the AC homestay has 17 homestays gathered in Tembi Homestay, Omah Tembi and Tembi Village Homestay. The facilities at this AC homestay are more complete. There is a water heater, wi-fi area and breakfast. The room starts from IDR 275,000 (standard room), IDR 450,000 (family room) and IDR 550,000 (deluxe family room).
In the Tembi Homestay environment there is an art shop and a place for batik workshops and craft making. There are batik galleries, pavilions and rice fields. These facilities are a means for tourists who want to enjoy the daily lives of the Tembi residents. You can also enjoy folk art such as karawitan, wayang, gejog lesung and angklung.
The visitors can also practice batik fabric, make wood masks, make handicrafts for tissue, pencil cases, make ceramics, do sungging puppets, make and paint fans or color ceramics. Tourists according to him can also try culinary activities such as making tempeh dele, making sagon, or making banana chips. There are also outbound attractions four tourist which had a lot of game packages, such as Banyu Mili, eel
holding competition in the fields, catching ducks in the fields, clogging competitions, plowing fields, making caves and so on,
In the era of the ASEAN Economic Community (MEA) is currently required special foresight to conduct marketing communications strategy so that tourism products can continue to compete with other countries in the ASEAN region. The increasingly strong competition of tourism business has caused the marketing strategy to be one of the vital parts of this tourism business. Based on the description it is important to know the right marketing communication strategy applied by the Government of Yogyakarta Province and Bantul Regency through the Department of Culture and Tourism.
The results of the research showed that the internal and external environment of tourism in Bantul regency is in a strong position. So that the marketing communication strategy that should be applied is to grow and build through market penetration strategy, market development and product development. Based on the internal and external environmental factors of tourism Bantul, and then conducted SWOT analysis which is an alternative strategy of tourism marketing Bantul regency.
Based on SWOT Analysis can be used marketing communication strategy. First, a marketing communications strategy that focuses on natural attractiveness, community support, easy access and complete facilities by utilizing technology.
Implement Marketing Communication Strategy that highlights the uniqueness of Javanese culture. Third, Marketing Communications Strategies that focuses on promotions to be more effective like media selection and targeting the right market.
Based on the results of this study marketing communication strategy in Bantul Regency is quite effective, it is seen from the results of in-depth interviews with informants and research sources who stated that the statement given significant with the effectiveness of marketing communications strategies undertaken. Marketing communication efforts through various media are considered effective but there are media that need to be improved so that marketing can run more optimally, that is through public relations and online media, either through social media or website.
Marketing strategy can be implemented by building cooperation among government, private, and NGOs. Various efforts have been made Bantul regency government to promote the tourism sector, through the manufacture of brochures,
posters, banners and booklets. The Government of Yogyakarta through the Regional Cultural Preservation Agency also gave a big role in promoting the tourism sector in Bantul regency is to follow a variety of exhibitions both regional and national scale.
SIMPULAN
With the potential of tourism of Bantul regency today, Bantul regency government has a mission to lift the leading tourist destinations in Bantul to world level.
Tourism communication strategy pursued among other than through tourism development programs and also through cultural preservation and development of local wisdom in Bantul regency.
Tourism communication strategy in Bantul Regency involves various stakeholders both from the elements of local government and society. Based on stakeholder involvement and based on the current conditions obtained political tourism development strategy in Bantul regency in the future. The above targets can be achieved through proper and coordinated management and exploitation both cross sector and private related to tourism development so that participation and support from the community and government and all sectors that play a role in tourism development are needed.
The internal and external environment of the tourism sector in Bantul Regency is in a strong position so that the strategy that should be applied is Grow and Build through market penetration strategy, market development and product development.
Based on the internal and external environmental factors of tourism Bantul, and then conducted SWOT analysis which is an alternative strategy of tourism marketing Bantul regency.
Based on SWOT Analysis can be used some marketing communication strategy.
First, a marketing communications strategy that focuses on natural attractiveness, community support, easy access and complete facilities by utilizing technology.
Secondly, Implement Marketing Communication Strategy that highlights the uniqueness of Javanese culture. Third, Marketing Communications Strategies that focuses on promotions to be more effective like media selection and targeting the right market.