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

Ni Made Ayu Natih Widhiarini, Ni Wayan Mega Sari Apri Yani, Putu Eka Wirawan

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.


Keywords


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

Full Text:

PDF

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.




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

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Majalah Ilmiah Bijak

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

View My Stats

 

MAJALAH ILMIAH BIJAK

ISSN 1411-0830 (Media Cetak) 2621-749X (Media Online)
Email :  [email protected] / [email protected]
Website: http://ojs.stiami.ac.id/index.php/bijak/index

 

INDEKS BY: