| dc.description.abstract | This research aimed to identify and describe the implementation of promotion mix made
by Water Tourism Dira Park Jember, using qualitative method. Informants in the research were
twelve people, with two key informants from the company, five from the advertising media, three
from consumers and two from competitors. The research used in-depth interview in obtaining
information and data from informants. Data analysis used domain analysis and taxonomic
analysis. The results showed that the Water Tourism Dira Park implemented promotional mix
consisting of advertisement, sales promotion, personal selling and public relations.
Advertisement used printed media such as pamphlets, brochures and banners; electronic media
such as radio, television and internet, sales promotion by providing discounts on entrance ticket
by 10% -20% with terms and conditions, private sales by conducting site visits at every related
government and private agencies. Public relations were made by taking employees from the
local community and special events for communities around the park. | en_US |
