A Review of the Promotion Style of Tourist Sites in the West Java Region

Muhammad Fadli Nurdien Sarip, Taufan Hidayatullah, Yully Ambarsih Ekawardhani

Abstract


The purpose of this article is to explore the promotional strategy employed by the Astana Gede Anyar tourist site in West Java, with a particular focus on the application of style and promotion.This research utilised a qualitative method, encompassing direct observation of the tourist site and a thorough analysis of existing promotional media.To gain deeper insights into the tourist spot, interviews were conducted with management and relevant parties. The application of the marketing mix and the AISAS theory was used to analyse the promotional activities of the tourist site. The results of this research indicate weaknesses in the promotion strategy of the tourist site, including incomplete processes, the absence of other stages, and a lack of social media integration. It is hoped that this research will provide an insight into the next promotion strategy.

Keywords


Astana gede ; Commercial campaign ; Digital marketing strategy ; Galuh kingdom Historical tourism ; Visual communication design

Full Text:

PDF

References


Adela, D. (2019). Pendekatan lingkungan sekitar sebagai basis pembelajaran untuk mengembangkan sikap dan nilai dalam pembelajaran IPS. Jurnal BELAINDIKA (Pembelajaran Dan Inovasi Pendidikan), 1(2), 26-32.

Arrasyid, R., Ruhimat, M., Setiawan, I., Ihsan, H. M., Darmawan, W., Mulyana, A., & Darmawanto, R. A. (2024). Design, development, and evaluation of a mobile learning application for geography education. Journal of Advanced Research in Applied Sciences and Engineering Technology, 38(1), 109-134.

Arrasyid, R., Setiawan, I., & Sugandi, D. (2019). Developing learning media based on Geographic Information System for geography subject in senior high schools. Jurnal Pendidikan Ilmu Sosial, 28(1), 1-7.

Darmawan, R. A., & Parhan, M. (2023). Development Of Social Studies Learning Media Based On Augmented Reality (AR) As A Historical Literacy Medium. Journal on Education, 6(01), 5544-5553.

Darmawan, R. A., Salira, A. B., Kurniawati, Y., Logayah, D. S., & Arrasyid, R. (2023). Enhancing Digital Literacy in Social Studies through Augmented Reality Media. Jurnal Pendidikan Ilmu Sosial, 33(1), 69-76.

Ekawardhani, Y. A., Subandi, D., and Kurniadi, B. H. (2023). Animation video design as promotion for nature school as habituation of green lifestyle. Journal of Eastern European and Central Asian Research, 10(4), 659–667.

Golafshani, N. (2003). Understanding reliability and validity in qualitative research. The Qualitative Report, 8(4), 597–607.

Isya, H. R. M., Wibowo, W. A., & Arrasyid, R. (2021). Analysis of the sunami Disaster risk study in the Pelabuhanratu bay tourism area. Jurnal Pendidikan Ilmu Sosial, 30(2), 135-144.

Jaw, C., Lo, J. Y., and Lin, Y. H. (2010). The determinants of new service development: Service characteristics, market orientation, and actualizing innovation effort. Technovation, 30(4), 265-277.

Kim, Y. E., and Lee, J. W. (2010). Relationship between corporate image and customer loyalty in mobile communications service markets. African Journal of Business Management, 4(18), 4035-4041.

Lengnick-Hall, C. A., Beck, T. E., and Lengnick-Hall, M. L. (2011). Developing a capacity for organizational resilience through strategic human resource management. Human Resource Management Review, 21(3), 243-255.

Munar, A. M. (2012). Social media strategies and destination management. Scandinavian Journal of Hospitality and Tourism, 12(2), 101-120.

Punjabi, M. P., Aruna, V., Prasadh, R. R., Labhane, S., and Badhusha, M. H. N. (2024). Navigating the New Wave; unveiling the transformation effects of social media on digital marketing in the emerging era. Journal of Informatics Education and Research, 4(1), 35-41.

Qutoshi, S. B. (2018). Phenomenology: A philosophy and method of inquiry. Journal of Education and Educational Development, 5(1), 215-222.

Rini, M., and Harahab, N. (2018). The Influence of endorser in social media toward consumer decision making with AISAS Model (Attention, Interest, Search, Action, and Share. Economic and Social of Fisheries and Marine Journal, 6(1), 106-118.

Ruhimat, M. A. M. A. T., Logayah, D. S., & Darmawan, R. A. (2023). Mobile augmented reality application through metaverse approach as social studies learning media in junior high school. Journal of Engineering, Science and Technology, 18, 176-185.

Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., and Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.

Sharpley, R. (2014). Host perceptions of tourism: A review of the research. Tourism management, 42, 37-49.

Yuliantine, T., Indasah, I., and Siyoto, S. (2018). Analysis of marketing mix characteristics of marketing factor 7P (Product, Price, Place, Promotion, People, Process, Physical Building) to patient satisfaction of inpatient patient hospital Muhammadiyah Ahmad Dahlan Kediri City. Journal for Quality in Public Health, 1(2), 50-57.




DOI: https://doi.org/10.17509/jpis.v34i1.84887

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Universitas Pendidikan Indonesia (UPI)

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.