IMPLEMENTASI BAURAN PROMOSI PADA WISATA AIR DIRA PARK JEMBER

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.