The Strategy of Marketing Communication in Tourism Industry through One Village One Product Approach in West Java Province
DOI:
https://doi.org/10.61841/163qzz56Keywords:
Marketing Communication Strategy, Tourism Industry, One Village One Product, District and City, West Java Province.Abstract
The tourism industry is not only the construction of tourism infrastructure and facilities, but also how the government, the community, as well as interested parties, are involved in marketing tourist destinations. Related to that, the role of marketing communication cannot be ignored, and one of the steps in the development of the tourism sector is by communicating tourism industry marketing through a one village one product (Ovop) approach. The purpose of this study is to find out; 1. Implementation of marketing communication strategies through one village one product. 2. Steps of the Regional and Provincial governments on the marketing strategy of the tourism industry marketing one village one product. The research method used is a qualitative exploratory method, with data collection techniques through observation, interviews, focus on group discussion, source triangulation, and literature studies. The results of the study show that each district / city in West Java in carrying out marketing communications in the tourism industry, one village one product, relies on the strength and potential of each region, while the steps of the Regional and Provincial governments act as regulators and facilitators. Conclusion Ovop's superior tourism products are not only in the form of tangible products, but also in the form of intangible products, such as cultural products, regional special arts, and natural charm. Recommendation; It is necessary to make a marketing communication model for the tourism industry one village one product district / city and an integrated model between districts / cities and West Java Province.
Downloads
References
[1] Badan Pusat Statistik Provinsi Jawa Barat 2018. Jawa Barat Dalam Angka
[2] Badrudin, Rudy. 2012. Model Pengembangan Usaha Mikro Kecil Menengah dengan One Village One
Product Untuk Menguragi Kemiskinan di Indonesia , Prosiding, ISBN 97860290186600.
[3] Bungin, Burhan. 2016. Metode Penelitian Kualitatif. Jakarta: PT Rajagrafindo Persada.
[4] Chatamallah. M. 2008. Strategi Public Relations dalam Promosi Pariwisata E
journal.unisba.ac.id/index.php/mediator/article/viewFile/…/691
[5] Creswell, John W. 2002. Qualitative Inquiry and Research Design: Choosing Among Five Traditions.
California: Thousand Oaks, SagePublications, Inc.
[6] Denzin, Norman K. dan Guba, Egon. 2001. Teori dan Paradigma Penelitian Sosial; Pemikiran dan
Penerapannya, Penyunting: Agus Salim. Yogyakarta: PT Tiara Wacana.
[7] Istiyanto, Bekti. S. 2012. Upaya Membangun Citra Positif Pariwisata. Jurnal Ilmiah Pariwisata. Vol 15,
No.2, Juli 2012. Jakarta: Sekolah Tinggi Pariwisata Trisakti.
[8] Kotler, Philip dan Gary Armstrong, 2012. Principle of Marketing. Edisi 14. New Jersey: Pearson Prentice
Hall.
[9] Moleong, Lexy J. 2007. Metode Penelitian Kualitatif. Bandung: P.T. Remaja Rosda Karya
[10] Rayendra. 2008. Apa dan Bagaimana OVOP. Jakarta:BPPT
[11] Rehman, Ul Shakeel and Ibrahim, M.Syed, 2011 Journal Integrated Marketing Communication and
Promotion, Research World, Vol. II, Issue. 4, Oct.2011, 187
[12] Ritzer, George. 2008. Sociological Theory. New York: McGraw-Hill.
[13] Septyana. Virgita. 2016 Strategi Pemasaran Pariwisata Kota Solo Melalui Event Solo Batik Carnival.
Prosiding Konferensi Nasional The Power of Communication
[14] Siahaan. Sinthon 2008, Jurnal STIE ISM “Visit Indonesia Year, Suatu Tinjauan dari Perspektif Pemasaran
Pariwisata”. Jakarta. Vol 3. Hal 14.
[15] Sugiharto,2008, Gerakan OVOP Sebagai Upaya Peningkatan Pembangunan Daerah. Jakarta: Benchmark.
[16] Sugiyono. 2013. Metode Penelitian Kuantitatif dan Kualitatif, Bandung Alfabeta
[17] Susanti, Santi, dkk 2018. Jurnal Sosiohumaniora, Komunikasi Pemasaran Produk Lokal Berbasis
Komunitas Melalui Pengunaan Media. Vol 20. No.3 hal 278 Dirdik Unpad.
[18] Syam. Winangsih. Nina.2010. Komunikasi Pariwisata di Indonesia. Bandung. News Publishing.
[19] Triharini, Meirina, Dwinita Larasati, dan R. Susanto. 2012. Pendekatan One Village One Product (OVOP)
untuk Mengembangkan Potensi Kerajinan Daerah: Studi Kasus Kerajinan Gerabah di Kecamatan Plered,
Kabupaten Purwakarta“, Bandung: ITB.
[20] Widyastuti, Retno Ayu Dhyah. 2011. Jurnal ASPIKOM Komodifikasi Upacara Religi Dalam Pemasaran
Pariwisata. Vol 1. No 2, hal 197.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Author
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
