EMPOWERING LOCAL PEOPLE AS MARKETING COMMUNICATION STRATEGY IN PENTINGSARI TOURISM VILLAGE

Abstract

An important aspect of marketing is communication. Communication plays an important role in delivering and obtaining information. Marketing communication has three stages of change addressed to the consumer, which is the change of knowledge, attitude, and behavior. The purpose of this research is to understanding how to empowering local people as marketing communication strategy in Pentingsari Tourism Village. This research uses integrated marketing communication concept. The method used in this research is qualitative with case study approach. The data were obtained through in-depth interviews, observation, literature study, and documentation with local residents in Pentingsari Tourism Village. The results of this study shows the implementation of marketing communications strategies undertaken by local residents in the Tourism Village Pentingsari. Communication process can be seen from 6 components: source, delivered message, channel used, message recipient, impact and planning monitoring or evaluation. The conclusion of this studi is that local residents are reliable communicators in increasing tourists visits, as they are considered understanding the history of the village.

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