Sofiyani, Kiki (2023) Implementasi Konsep Responsible Tourism Marketing (RTM) dalam Membangun Citra Destinasi di Desa Wisata Cikolelet Kabupaten Serang - Banten. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study examines the good practice of the implementation of the concept of Responsible Tourism Marketing (RTM) in the Cikolelet Tourism Village, where many tourist activities have a negative impact on environmental damage as well as the degradation of social and cultural values that are developing in society. This research aims to analyze and describe the good practice of applying the RTM concept to building a destination image in the Tourist Village of Cikolelet. The theory used is Marketing Public Relations (MPR) with the Three Ways Strategy approach as a research analysis tool. In addition, data collection is carried out through observations, interviews, literature studies, and subsequent documentation in analysis using interactive modeling methods. The results of the research show that the implementation of the RTM concept in the Cikolelet Tourism Village contributes positively to building the image of the destination. In addition, the manager of the destination makes efforts to promote and publish responsible tourism through the official social media of Cikolelet Tourism Village, organizes tourism village festivals, uses direct communication channels, establishes partnerships with strategic parties, and involves public figures such as Kang Nong, Serang Regency, service improvement is also carried out to achieve more optimal results. By adopting a responsible tourism marketing approach, Cikolelet Tourism Village can increase tourism attractiveness, increase the participation of local communities, and promote sustainable development in the tourist village.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini mengkaji mengenai praktik baik penerapan konsep Responsible Tourism Marketing (RTM) di Desa Wisata Cikolelet yang mana banyaknya aktivitas wisatawan berdampak negatif terhadap kerusakan lingkungan serta terkikisnya nilai-nilai sosial maupun budaya yang tengah berkembang di masyarakat. Penelitian ini bertujuan untuk menganalisis dan menggambarkan praktik baik penerapan konsep RTM dalam membangun citra destinasi di Desa Wisata Cikolelet. Teori yang digunakan adalah Marketing Public Relations (MPR) dengan pendekatan Three Ways Strategy sebagai alat analisis penelitian. pendekatan penelitian yang digunakan adalah kualitatif dengan sifat deskriptif. Selain itu, pengumpulan data dilakukan melalui observasi, wawancara, studi literatur dan dokumentasi yang selanjutnya di analisis dengan metode interactive model. Hasil penelitian menunjukkan bahwa implementasi konsep RTM di Desa Wisata Cikolelet berkontribusi positif dalam membangun citra destinasi. Selain itu pengelola destinasi melakukan upaya promosi dan publikasi pariwisata yang bertanggungjawab melalui media sosial resmi Desa Wisata Cikolelet, menyelenggarakan Festival Desa Wisata, menggunakan saluran komunikasi langsung, menjalin kemitraan dengan pihak strategis serta melibatkan public figure seperti Kang Nong Kabupaten Serang dan peningkatan pelayanan juga dilakukan untuk mencapai hasil yang lebih optimal. Dengan mempertahankan pendekatan pemasaran pariwisata yang bertanggung jawab, Desa Wisata Cikolelet dapat meningkatkan daya tarik pariwisata, meningkatkan partisipasi masyarakat lokal, dan mempromosikan pembangunan berkelanjutan di desa wisata tersebut. | |||||||||
| Uncontrolled Keywords: | Destination Image, Marketing Public Relations (MPR),Responsible Tourism Marketing (RTM). Citra Destinasi, Marketing Public Relations (MPR), Responsible Tourism Marketing (RTM). | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Kiki Sofiyani | |||||||||
| Date Deposited: | 13 Jul 2023 11:42 | |||||||||
| Last Modified: | 14 Jul 2023 10:33 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/26419 |
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