PR Strategy for Island Beach Pisang Tourism Destination

Gagih Pradini; Dipa Teruna  Awaloedin; Zahra  Soraya; Davi Ayu  Andini

doi:10.59889/ijembis.v4i1.368

Authors

Gagih Pradini Universitas Nasional Jakarta
Dipa Teruna Awaloedin National University, Jakarta
Zahra Soraya National University, Jakarta
Davi Ayu Andini National University, Jakarta

DOI:

https://doi.org/10.59889/ijembis.v4i1.368

Keywords:

Pisang Island, Lampung Province, Coastal Tourism, Public Relations Marketing, Pull Strategy, Push Strategy, Pass Strategy, SWOT Analysis, Tourist Attractions, Tourism Development

Abstract

Indonesia, an archipelagic country with 17,508 islands and an 81,000 km coastline, possesses coastal areas rich in natural resources. Despite this richness, effective utilisation and development of coastal and marine regions remain challenging. This study focuses on Banana Island, part of Lampung Province, addressing its potential as a tourist attraction. Acknowledging the need for strategic development, the study emphasises government involvement, facility provision, and promotional efforts. The role of Public Relations Marketing, precisely the three-pronged approach of pull, push, and pass strategies employed by the West Coast Tourism Office, is examined. The study aims to comprehend the impact of these strategies on Banana Island's tourism development, evaluating visibility, popularity, and overall appeal. Methodologically, qualitative research, descriptive analysis, and SWOT analysis are applied for a comprehensive understanding. Findings highlight marine attractions, community expectations, and transportation challenges. The success of the push strategy is evident in increased tourist visits. Suggestions include enhancing collaboration, regular social media updates, and coordinated platform posts.

Downloads

Download data is not yet available.

References

Ananda, A., & Pradini, G. (2022). Peran Food & Beverage Service Dalam Memberikan Pelayanan Untuk Meningkatkan Kepuasan Pelanggan Di McDonald’s Jatipadang. Eqien-Jurnal Ekonomi dan Bisnis, 11(03), 263-277.

Herrera-Franco, G., Montalván-Burbano, N., Carrión-Mero, P., Apolo-Masache, B., & Jaya-Montalvo, M. (2020). Research trends in geotourism: A bibliometric analysis using the Scopus database. Geosciences (Switzerland), 10(10), 1–29. https://doi.org/10.3390/geosciences10100379

Hilna. (2012). Strategi Humas Dinas Kebudayaan Dan Pariwisata Terhadap Pengembangan Pariwisata Pantai Marina Di Desa Korong Batu, Kecamatan Pa’jukukang, Kabupaten Bantaeng. Skripsi.

Komunikasi, J., Pemikiran, H., Komunikasi, J., Pemikiran, H., Studi, P., Komunikasi, I., & Garut, U. (2019). Strategi Marketing Public Relations Dalam Meningkatkan Jumlah Kunjungan Wisatawan

Muzadzi, T. (2013). No Title??? ??????: ????? ???. ???? ?????, 66(1997), 37–39.

Pantai, W., Barat, K. L., Lampung, P., Subardjo, P., Pratikto, I., Soedharto, J. P. H., Semarang, T., Fax, T., & Pariwisata, K. (2013). Studi Potensi Pulau Pisang Bagian Utara Untuk Perencanaan Kawasan Wisata Pantai, Kabupaten Lampung Barat, Provinsi Lampung. Diponegoro Journal of Marine Research, 2(3), 138–146.

Pradini, G. (2017). Pengaruh Tourism Destination Parts, Service Quality Terhadap Destination Loyalty Melalui Tourist Satisfaction Di Taman Margasatwa Ragunan. Jurnal EKSEKUTIF, 24(1), 136–139.

Pradini, G., Latif, B. S., & Amalia, I. S. (2022). Analisis Dampak Ekonomi Kegiatan Pariwisata Di Perkampunngan Budaya Betawi Setu Babakan Selama Pandemi COVID-19. Journal of Syntax Literate, 7(3).

Wijaya, L. S. (2013). Identifying Marketing Public Relations Strategies Implemented In Private Universities For Increasing Students Intake In Central Java-Indonesia. April 2013, 43–49.