Leveraging Destination Image: The Impact of Integrated Marketing Communication on Visits to Penglipuran Village

Authors

  • Ni Made Ayu Natih Widhiarini Institut Pariwisata dan Bisnis Internasional, Denpasar, Bali
  • Ni Wayan Mega Sari Apri Yani Institut Pariwisata dan Bisnis Internasional, Denpasar, Bali
  • Putu Eka Wirawan Institut Pariwisata dan Bisnis Internasional, Denpasar, Bali

DOI:

https://doi.org/10.31334/bijak.v22i1.4321

Keywords:

Destination Image, Consumer Behavior, Integrated Marketing Communication, Visiting Decision,

Abstract

This study examines the role of Integrated Marketing Communication (IMC) and consumer behavior in influencing tourists' decisions to visit Penglipuran Tourism Village. This study also analyzes the moderating effect of destination image as a unique and sustainable Balinese traditional village. The results show that the implementation of effective IMC strategies, such as the use of social media and partnerships with educational institutions, as well as an understanding of consumer behavior, can increase the number of tourist visits. The destination image as a unique Balinese traditional village plays an important role in attracting tourists. The implications of this study provide recommendations for destination managers to develop more integrated marketing strategies.

References

Andryani, Rahmawati, & Widiastini. (2023, July). Analisis Potensi dan Strategi Pengembangan Desa Wisata dengan Menggunakan Community Based Tourism di Desa Pancasari. Jurnal Master Pariwisata (JUMPA), 10(1), 294 - 319.

Asteya, P. G., & Pamungkas, I. (2017, December). Strategi Komunikasi Pemasaran Desa Penglipuran Bali Sebagai Upaya Branding Dalam Peningkatan Bisnis Pariwisata . e-Proceeding of Management, 4(3), 3310-3329.

Audinovic, V. (2021, December). Strategi Bertahan Bisnis Kue Kering Pada Masa Pandemi Covid-19 Melalui Komunikasi Pemasaran Terpadu. Jurnal Ilmu Komunikasi, 4(2), 131-140.

Kotler, P. (2022). Manajemen Pemasaran. Jakarta: Gramedia.

Nanda, C. S. (2022). Analisis Marketing Communication dalam Membangun Brand Image melalui Sosial Media Instagram (Studi Kasus pada Kopiria Samarinda). Jurnal Administrasi Bisnis , 10(2), 166-180.

Saeroji, A., & Wijaya, A. D. (2022, November ). Pengembangan Potensi Wisata Pedesaan Berbasis Kearifan Lokal Desa Logede, Kebumen, Jawa Tengah. Jurnal Inovasi Penelitian, 2(8), 2565 - 2569.

Safitri, E., Auliana, L., & Berkah, C. S. (2022, December). Kajian Literatur Peran Integrated Marketing Communication (IMC) dalam Mempertahankan Loyalitas Konsumen. Jurnal Aplikasi Bisnis, 19(2), 259-267.

Sappewali, A., Saleh, H., & Suriani, S. (2022, December). Analisis Daya Tarik Wisata dan Citra Destinasi Terhadap Minat Berkunjung Ulang Melalui Kepuasan Wisatawan:Studi Empiris Pada Beberapa Objek Wisata di Kabupaten Pasangkayu. Indonesian Journal of Business and Management, 5(1), 122-132.

Saputra, E. K. (2022, June). Pengaruh Perilaku Konsumen Terhadap Keputusan Berkunjung ke Lokasi Wisata Pulau Penyengat Tanjungpinang. Jurnal Inovasi Penelitian, 3(1), 4677 - 4690.

Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Ulio, & Saskara, I. A. (2022). Integrated Marketing Communication Desa Wisata Penglipuran Dalam Mengembangkan Destinasi Pariwisata di Bangli. Jurnal Ilmiah Ilmu Agama dan Sosial Budaya, 17(1), 60-73.

Downloads

Published

2025-03-14

Issue

Vol. 22 No. 1: March 2025

Section

Articles

License

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

Please find the rights and licenses in Majalah Ilmiah Bijak By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.

  1. License

The commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-ShareAlike 4.0 International License.

2. Author(s)' Warranties

The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).

3. User Rights

Majalah Ilmiah Bijak spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, Majalah Ilmiah Bijak permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and Majalah Ilmiah Bijak on distributing works in the journal and other media of publications.

4. Co-Authorship

If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. Jurnal Bijak will not be held liable for anything that may arise due to the author(s) internal dispute. Majalah Ilmiah Bijak will only communicate with the corresponding author.

5. Miscellaneous

Majalah Ilmiah Bijak will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. Jurnal Bijak editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.

 

Every accepted manuscript should be accompanied by "Copyright Transfer Agreement"prior to the article publication.