STRATEGI KOMUNIKASI CORPORATE SOCIAL RESPONSIBILITY PT. PJB UP PAITON (Studi Kasus Community Based Tourism Wisata Bahari "Pantai Bohay" Di Desa Binor Kabupaten Probolinggo)

COMMUNICATION STRATEGY OF CORPORATE SOCIAL RESPONSIBILITY PT. PJB UP PAITON (Case Study of Community Based Tourism "Bohay Beach" in Binor Village Probolinggo)

Program CSR Wisata Pantai Bohay merupakan perpaduan antara program corporate social responsibility dan community based tourism. Perpaduan tersebut menjadikan program CSR menjadi dapat lebih mengembangkan kemampuan kelompok masyarakat penerima program dan pemberdayaan yang lebih efektif melalui program wisata. Penelitian ini bertujuan untuk mengetahui strategi komunikasi Corporate Social Responsibility PT. PJB UP Paiton dalam Community Based Tourism Wisata Bahari “Pantai Bohay” Di Desa Binor Kabupaten Probolinggo. Penelitian ini menggunakan model komunikasi perubahan sosial Figueroa, (2002) yaitu catalyst, community dialogue dan collective action dan menggunakan metode deskriptif kualitatif. Hasil penelitian menunjukan bahwa strategi komunikasi program CSR yang memadukan komunikasi formal dan informal menjadi salah satu poin penting dalam menjalankan program CSR Wisata Pantai Bohay.

Kata Kunci : Tanggung Jawab Sosial Perusahaan, Pariwisata berbasis Masyarakat, PT PJB UP Paiton

The Bohay Beach Tourism CSR Program is a combination of corporate social responsibility and community-based tourism programs. This combination makes CSR programs able to increase the ability of the community to receive the program and empower more effectively through tourism programs. This study aims to determine the communication strategy of the Corporate Social Responsibility of PT. PJB UP Paiton in Community-Based Tourism "Bohay Beach" Maritime Tourism in Binor Village Probolinggo. This study uses the social change communication model Figueroa, (2002) that is a catalyst, community dialogue, and collective action and uses descriptive qualitative methods. The research program shows that the CSR communication strategy that combines formal and informal communication is one of the important points in carrying out the Bohay Beach Tourism CSR program.

Keywords: Corporate Social Responsibility, Community Based Tourism, PT PJB UP Paiton