Analisis Strategi Komunikasi Pemasaran Wow Experience Bintan Atv Riders Dalam Meningkatkan Minat Wisatawan
DOI:
https://doi.org/10.36312/jar.v4i1.3042Keywords:
Komunikasi Pemasaran, Minat Wisatawan, WOW Experience Bintan ATV RidersAbstract
Penelitian ini bertujuan untuk menganalisis efektivitas strategi komunikasi pemasaran yang diterapkan oleh WOW Experience Bintan ATV Riders dalam meningkatkan minat wisatawan. Fokus penelitian ini adalah pada penerapan bauran komunikasi pemasaran menurut Kotler dan Keller, yang mencakup periklanan, promosi penjualan, acara dan pengalaman, hubungan masyarakat dan publisitas, pemasaran langsung, pemasaran interaktif, pemasaran dari mulut ke mulut, serta penjualan pribadi. Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam kepada staf pengawasan. Analisis data dilakukan secara tematik untuk mengidentifikasi pola komunikasi dan dampaknya. Hasil penelitian menunjukkan bahwa perusahaan mengimplementasikan tujuh dari delapan elemen bauran secara terintegrasi. Strategi ini terbukti efektif dalam meningkatkan minat wisatawan, yang tercermin dari pertumbuhan jumlah pengunjung, peningkatan transaksi paket wisata, serta tingginya ulasan positif di platform digital. WOW Experience berhasil menjangkau segmen wisatawan rekreasi dan petualangan melalui kombinasi promosi daring-luring, kerja sama media, pemasaran influencer, serta interaksi langsung di lokasi. Strategi komunikasi ini tidak hanya meningkatkan kesadaran merek dan loyalitas pelanggan, tetapi juga mendukung pertumbuhan bisnis secara berkelanjutan. Temuan ini menegaskan pentingnya integrasi elemen komunikasi pemasaran dalam menciptakan pengalaman wisata yang menarik dan kompetitif.
This study aims to analyze the effectiveness of marketing communication strategies implemented by WOW Experience Bintan ATV Riders in increasing tourist interest. The research focuses on the application of Kotler and Keller's marketing communication mix, which includes advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, interactive marketing, word-of-mouth marketing, and personal selling. A descriptive qualitative approach was employed, with data collected through in-depth interviews with supervisory staff. Data were analyzed thematically to identify communication patterns and their impact. The results show that the company implemented seven out of eight elements of the communication mix in an integrated manner. These strategies proved effective in boosting tourist interest, as indicated by increased visitor numbers, higher sales of tour packages, and a large number of positive online reviews. WOW Experience successfully reached the recreational and adventure tourism segments through a combination of online and offline promotions, media partnerships, influencer marketing, and direct staff interactions. The communication strategies not only enhanced brand awareness and customer loyalty but also contributed to sustainable business growth. These findings highlight the importance of integrating various elements of marketing communication to create a compelling and competitive tourism experience.
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