Pada masa sekarang pariwisata di Indonesia mulai berkembang Beberapa daerah di Indonesia mulai gencar untuk mempromosikan potensi pariwisatanya melalui strategi komunikasi pemasaran yang diterapkan. Seperti halnya Kabupaten Mojokerto memiliki potensi wisata alam salah satunya adalah Wana Wisata Padusan Pacet yang berkembang melalui program bauran komunikasi pemasaran Dinas Pariwisata, Kepemudaan dan Olahraga Kabupaten Mojokerto sebagai langkah dalam meningkatkan jumlah wisatawan yang ada di Wana Wisata Padusan Pacet. Penelitian ini ini ditulis berdasarkan dengan teori yang dicanangkan oleh Kotler dan Amstrong, 2012 mengenai bauran komunikasi 7P yang terdiri dari Product, Price, Place. Promotion, Physical Evidence, People, Process. Dalam penelitian ini, penulis melihat bagaimana cara Dinas Pariwisata, Kepemudaan dan olahraga mengimplementasi bauran komunikasi pemasaran pariwisata dalam meningkatkan jumlah wisatawan di Wana Wisata Padusan Pacet Kabupaten Mojokerto. Stakeholder dan pengunjung dalam hal ini juga menjadi objek penelitian sehingga dapat melihat bagaimana implementasi bauran komunikasi pemasaran yang selama ini sudah dilakukan di Kabupaten Mojokerto. Berdasarkan hasil penelitian yang diperoleh bahwa upaya dalam mengimplementasikan bauran komunikasi pemasaran untuk meningkatkan jumlah wisatawan wana wisata Padusan Pacet di Kabupaten Mojokerto sudah terlaksana cukup baik. Hal ini dikarenakan adanya peningkatan kunjungan wisatawan dan pendapatan asli daerah yang memenuhi. Namun, masih ada beberapa hambatan dan juga permasalahan yang ditemukan di lapangan sehingga perlu diadakannya evaluasi agar program dari bauran komunikasi pemasaran ini akan dapat berjalan dengan baik dan sesuai dengan tujuan yang dicanangkan.
Kata Kunci : Strategi Komunikasi Pemasaran, Bauran Komunikasi Pemasaran, Kabupaten Mojokerto
Nowadays, tourism in Indonesia is starting to develop. Several regions in Indonesia are starting to aggressively promote their potential tourism through the marketing communication strategies applied. Kabupaten Mojokerto has several natural potential tourism, one of them is Padusan Pacet Tourism Area which developed through the marketing communication mix program of the Department of Tourisms, Youths and Sports of Kabupaten Mojokerto as a step in increasing the number of tourists in Padusan Pacet Tourism Area. The method used in this research is descriptive qualitative with observation, interview and documentation. This research was written based on the theory proclaimed by Kotler and Armstrong, 2012 regarding the 7P mix communication consisting of Product, Price, Place, Promotion, Physical Evidence, People, and Process. Where in this research, the author looks at how the Department of Tourisms, Youths and Sports implements the tourism marketing mix communication in increasing the number of tourists in Padusan Pacet Tourism Area in Kabupaten Mojokerto. Stakeholders and visitors in this case also become the object of research so they can see how the implementation of the marketing mix communication that has been done so far in Kabupaten Mojokerto. Based on the results of the study, the author found that the effort in implementing the marketing mix communication to increase the number of tourists in Padusan Pacet tourism in Kabupaten Mojokerto was quite good. This is seen in the increase in tourist arrivals and local income that meets. However, there are still some obstacles and also problems that are found in the field. Hence, an evaluation is needed so that the program of the marketing mix communication will be able to run well and in accordance with the stated goals. Keywords: Marketing Communication Strategy, Marketing Mix Communication, Kabupaten Mojokerto
Nowadays, tourism in Indonesia is starting to develop. Several regions in Indonesia are starting to aggressively promote their potential tourism through the marketing communication strategies applied. Kabupaten Mojokerto has several natural potential tourism, one of them is Padusan Pacet Tourism Area which developed through the marketing communication mix program of the Department of Tourisms, Youths and Sports of Kabupaten Mojokerto as a step in increasing the number of tourists in Padusan Pacet Tourism Area. The method used in this research is descriptive qualitative with observation, interview and documentation. This research was written based on the theory proclaimed by Kotler and Armstrong, 2012 regarding the 7P mix communication consisting of Product, Price, Place, Promotion, Physical Evidence, People, and Process. Where in this research, the author looks at how the Department of Tourisms, Youths and Sports implements the tourism marketing mix communication in increasing the number of tourists in Padusan Pacet Tourism Area in Kabupaten Mojokerto. Stakeholders and visitors in this case also become the object of research so they can see how the implementation of the marketing mix communication that has been done so far in Kabupaten Mojokerto. Based on the results of the study, the author found that the effort in implementing the marketing mix communication to increase the number of tourists in Padusan Pacet tourism in Kabupaten Mojokerto was quite good. This is seen in the increase in tourist arrivals and local income that meets. However, there are still some obstacles and also problems that are found in the field. Hence, an evaluation is needed so that the program of the marketing mix communication will be able to run well and in accordance with the stated goals.
Keywords: Marketing Communication Strategy, Marketing Mix Communication, Kabupaten Mojokerto