STRATEGI KOMUNIKASI PEMASARAN OBYEK WISATA BUKIT KAYOE PUTIH DALAM MENINGKATKAN PENGUNJUNG

Abstract

Kayoe Putih hill tourism is a conservative nature tourism
located in the Jetis area, Mojokerto district. The number of tourist
visitors is known to have always increased within a certain period of
time since it was reopened after being previously closed for reasons
of the Government's policy regarding the Enforcement of Community
Activity Restrictions (PPKM) which aims to reduce the spread of
COVID-19. The promotional strategy used by Bukit Kayoe Putih
tourism then became the author's interest to be discussed. The theory
which is then used in the research is the theory of Kotler and
Armstrong regarding marketing strategy and is translated into 7Ps
(Product, Price, Place, Promotion, People, Physical Evidence &
Process). The concept described by Kotler and Armstrong will be
used as a scalpel in evaluating how the communication strategy
actually occurs in Bukit Kayoe Putih tourism from the manager and
tourists through an interview and observation by the author by
adjusting to the 7Ps. The findings of the observational data explain
several aspects that look quite good, for example when they say a
tourism product which almost all of its products are not limited by
time in its implementation or implementation. Relevant to this, the
interview data findings also explain that the 7P concept as a whole
exists and is implemented by the manager and is communicated to the
visitors.