Publication Details
Abstract
The purpose of this study is to analyse the strategy of marketing communication in the development of the ecotourism Bukit Kendeng (Camping Ground) in Sumber Jaya Village, Way Ratai District, Pesawaran Regency, Lampung province. With beautiful panoramas, cool air and the attractions of Ciupang waterfall, Kendeng Hill has potential to become a nature based tourist destination. The descriptive qualitative research approach is used in this research with data collection through observation, interviews and document analysis. It found that on effective marketing communication strategies, information technology based promotions, through social media, website, billboards, promote the area visibility and attractiveness. Infrastructure and accessibility improvement, such as road improvement, public facility and thematic park arrangement offer a comfortable tourist experience for visitors. Presence of local community involvement in the management of the area under training and empowerment such as homestays, tour guides and production of local handicraft helps to improve economic welfare of the community. It provides a concept of conservation based ecotourism so that we can preserve environment and local culture. By integrating management of the area, collaboration with government, NGOs, and communities simultaneously augments multi stakeholder collaboration. Therefore, this research concludes that balance with the integration of approach of integrated marketing communication supported by community involvement and sustainable management is able to improve competitiveness Kendeng Hill as an ecotourism destination that is leader.