Strategi Marketing Communication Mix: Studi Kasus Wisata Alam pada Desa Minggirsari Kabupaten Blitar

Abstrak

Following the pandemic, there has been a surge in interest in natural tourism
as a means to attract travelers. Minggirsari Village, since 2019, has been
actively harnessing its natural resources to entice tourists and has emerged as
a trailblazing model village in Blitar Regency, successfully preserving and
leveraging its natural splendors for tourism. This study endeavors to delineate
Minggirsari's marketing communication strategy in promoting its natural
destinations, employing the Marketing Communication Mix model. The
qualitative case study methodology was employed, involving on-site
observations, interviews with tourism managers, and activity documentation
to gather and subsequently analyze data, following the Miles and Hubbermen
theory's stages of data collection, processing, presentation, and conclusion
drawing. Minggirsari Village's Nature Tourism employs a diverse marketing
communications mix encompassing personal sales, advertising, promotions,
and public relations to augment tourist footfall, encapsulated by the rallying
cry "Ayo Dolan Nang Minggirsari" ("Let's Play in Minggirsari"). The
integration of natural tourism with Minggirsari's creative economic
potential, epitomized by the #ayodolankeminggirsari movement,
demonstrates effective management of human resources, promotions, and
auxiliary tourism facilities. Future research avenues could focus on gauging
the responses of visitors to Minggirsari Village's natural tourism offerings,
thereby enriching our understanding of its impact and efficacy.