PENGARUH MARKETING PUBLIC RELATION TERHADAP CITRA OBJEK WISATA PANGANDARAN DI JAWA BARAT

Sukmadi Sukmadi, Erfin Roesfian, Ignatius Purwanggono

Abstract


Abstrak: Penelitian ini bertujuan untuk mengetahui dan menganalisis marketing public relation, citra objek wisata  dan pengaruh marketing public relation terhadap citra objek wisata Pangandaran di Jawa Barat. Metode penelitian yang digunakan ialah survey penjelasan pada 50 wisatawan yang berkunjung pada objek wisata Pangandaran dengan analisis regresi.Hasil penelitian menunjukkan bahwa Marketing public relation yang dilakukan oleh pengelola objek wisata berada dalam kategori baik. Hal tersebut dapat dilihat dari segi advertising, positive rumor dan urband legend. Dari segi advertising, maka pengelola objek wisata dapat mempromosikan objek wisata pada pengunjung dengan baik. Dari segi positive rumor maka rumor positif yang disampaikan oleh para wisatawan yang berkunjung ke objek wisata pangandaran sangat efektif dalam memasarkan objek wisata Pangandaran. Sedangkan dari segi urband legend maka cerita tentang objek wisata Pangandaran yang disampaikan oleh wisatawan berdampak positif terhadap peningkatan jumlah wisatawan. Selanjutnya, marketing public relation memiliki pengaruh terhadap citra objek wisata Pangandaran di Jawa Barat.

Kata-kata kunci: marketing public relation, citra objek wisata

 

Abstract: This study aims to identify and analyze marketing public relations, image and attraction marketing public relations influence on the image of attractions Pangandaran in West Java. The method used is the explanation of the 50 survey of tourists visiting the tourism object of Pangandaran with regresi.Hasil analysis showed that the marketing research conducted by the public relations manager of attraction are in either category. This can be seen in terms of advertising, positive rumors and urband legend. In terms of advertising, then managers can promote the tourism object to visitors well. Positive in terms of positive rumors rumors then delivered by the tourists who visit the attraction is very effective in marketing pangandaran attractions Pangandaran. In terms of the story of the legend urband attractions tourists Pangandaran delivered by positive impact on the increasing number of tourists. Furthermore, marketing public relations has an influence on the image of tourism object of Pangandaran in West Java.

Keywords: Marketing public relation, image of tourism object

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