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Marketing Communications for Tourism Development in Ecoethno Leadcamp Site

Author

Listed:
  • Dadi Ahmadi
  • Adhi Iman Sulaiman
  • Agus Ganjar Runtiko
  • Agoeng Noegroho
  • Ray Ibrahim Ar Raqi
  • Anne Maryani
  • Yenni Yuniati
  • Neni Yulianita

Abstract

Tourism is a critical sector for national, regional, and rural development, providing job opportunities and increasing income for communities, governments, and private sectors. The success of tourism development requires integrated marketing communications that showcase the natural and socio-economic potential of the region, including its tourist attractions. This study examines the marketing communications strategy of Ecoethno Leadcampsite, a camping ground-based tourist spot in Pangalengan, Bandung Regency, West Java Province. The study used a qualitative case study method with data collected through direct observation, interviews, Focus Group Discussions (FGD), and documentation. The results reveal that Ecoethno Leadcampsite's marketing communications strategy for tourism development is successful in establishing public relations by empowering the surrounding community to become partners, direct marketing, personal selling, and sales promotion with Word of Mouth to fellow tourists and partners, including the use of social media. The study also suggests that Ecoethno Leadcampsite can increase collaboration with educational institutions by developing educational-based tourism or tourism locations in nature conservation, socio-economic, culture, and character building that is creative, productive, and innovative.

Suggested Citation

  • Dadi Ahmadi & Adhi Iman Sulaiman & Agus Ganjar Runtiko & Agoeng Noegroho & Ray Ibrahim Ar Raqi & Anne Maryani & Yenni Yuniati & Neni Yulianita, 2023. "Marketing Communications for Tourism Development in Ecoethno Leadcamp Site," Studies in Media and Communication, Redfame publishing, vol. 11(4), pages 67-77, June.
    • Handle: RePEc:rfa:smcjnl:v:11:y:2023:i:4:p:67-77
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    References listed on IDEAS

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    1. Peters, Kay & Chen, Yubo & Kaplan, Andreas M. & Ognibeni, Björn & Pauwels, Koen, 2013. "Social Media Metrics — A Framework and Guidelines for Managing Social Media," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 281-298.
    2. Kirk, Colleen P. & Peck, Joann & Hart, Claire M. & Sedikides, Constantine, 2022. "Just my luck: Narcissistic admiration and rivalry differentially predict word of mouth about promotional games," Journal of Business Research, Elsevier, vol. 150(C), pages 374-388.
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    Cited by:

    1. Kres Dahana & Adhi Iman Sulaiman & Lilik Kartika Sari, 2023. "Tourism Village Development through Media Extension and Marketing Promotion Communication," Technium Social Sciences Journal, Technium Science, vol. 44(1), pages 639-655, June.

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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