Shalihah, Novinda Amalia (2019) Perancangan Kampanye Pariwisata Kabupaten Lombok Barat melalui Sarana Media Sosial untuk Wisatawan Nusantara (Wisnus) Usia 18-25 Tahun. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Pemerintah kabupaten Lombok Barat masih terlalu fokus kampanye untuk daerah Senggigi selama beberapa tahun terakhir sehingga kampanye pariwisata di Lombok Barat tidak merata, promosi beberapa ranah wisata masih tergabung dengan promosi wisata alam lain sehingga pamornya menjadi kalah dengan situs wisata lain sehingga belum dijadikan tujuan wisata utama, usaha promosi yang telah dilakukan pemerintah kabupaten belum disertai dengan studi strategi dan riset desain komunikasi visual lebih lanjut. Tujuan penelitian ini adalah merancang kampanye pariwisata Kabupaten Lombok Barat melalui sarana media sosial agar lebih dikenal masyarakat serta calon wisatawan yang akan pergi ke Lombok dengan strategi dan media yang sesuai dengan preferensi pasar.
Metode riset yang digunakan adalah kuantitatif yakni mengkaji data dari jurnal ilmiah online serta data dari perusahaan statistik Indonesia dan dunia mengenai jumlah target audiens yang sering mengakses internet dan keberhasilan kampanye pariwisata secara digital, menyebarkan kuisioner mengenai perilaku target audiens. Metode kualitatif yakni mewawancara stakeholder mengenai topik yang diusung dan melakukan observasi lapangan untuk melihat perilaku wisatawan nusantara. Serta mengkaji jurnal dan buku mengenai topik yang terkait dengan judul perancangan. Hasil dari penelitian tersebut dianalisis kembali lalu dikomparasikan dengan komparator dan kompetitor.
Selanjutnya seluruh hasil analisa tersebut digunakan dalam merancang kampanye pariwisata Kabupaten Lombok Barat dengan konsep “Mau Liburan? Lobaran Aja!” Konsep ini dieksekusi dengan gaya komunikasi santai, ceria dan humor. Selain menggunakan gaya tersebut, kampanye ini menggunakan kombinasi bahasa Indonesia non-formal dan formal serta sebagian kecil bahasa Inggris. Kampanye ini merupakan kampanye yang terintegrasi menggunakan media sosial yakni Instagram, Facebook, Twitter, Youtube serta media pendukung lainnya seperti web banner dan billboard. Kampanye ini diharapkan dapat mengedukasi dan mengajak wisatawan nusantara berusia 18-25 tahun untuk berlibur di Kabupaten Lombok Barat.
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Abstract—The district government is still too focused on the Senggigi region campaign over the past few years so that the tourism campaign in West Lombok is uneven, some tourism sector are still combined with other tourism promotions so that the prestige is inferior to other tourist sites so that it has not become a major tourist destination, the promotion efforts that have been carried out by the district government have not been accompanied by strategy studies and further visual communication design research. The purpose of this study is to design a tourism campaign for West Lombok Regency through social media facilities so that it is better known to the public and potential tourists who will go to Lombok with strategies and media that are in line with market preferences.
The research method used is quantitative, namely reviewing data from online scientific journals and data from Indonesian and world statistical companies regarding the number of target audiences whom often access the internet and the success of digital tourism campaigns, distributing questionnaires about the behavior of the target audience. The qualitative method is to interview stakeholders about the topics being carried out and conduct field observations to see the behavior of Indonesian tourists. As well as reviewing journals and books on topics related to the design title. The results of the study were re-analyzed and then compared with comparators and competitors.
Furthermore, all the results of the analysis are used in designing the West Lombok Regency tourism campaign with the concept of “Mau Liburan? Lobaran Aja!”. This concept was executed with a relaxed, cheerful and humorous communication style. Apart from using this style, this campaign uses a combination of non-formal and formal Indonesian language as well as a small portion of English. This campaign is an integrated campaign using social media namely Instagram, Facebook, Twitter, Youtube and other supporting media such as digital ad banners and billboards. This campaign is expected to be able to educate and invite 18-25-year-old domestic tourists to conduct vacation in West Lombok Regency.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSDP 741.67 Sha p-1 2019 |
| Uncontrolled Keywords: | Kampanye, Lombok Barat, Media Sosial, Pariwisata |
| Subjects: | G Geography. Anthropology. Recreation > G Geography (General) > G155 Tourism H Social Sciences > HD Industries. Land use. Labor > HD74 Internet advertising. N Fine Arts > NE Print media |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Visual Communication Design > 90241-(S1) Undergraduate Thesis |
| Depositing User: | Novinda Amalia Shalihah |
| Date Deposited: | 25 Feb 2022 06:16 |
| Last Modified: | 25 Feb 2022 06:16 |
| URI: | http://repository.its.ac.id/id/eprint/62149 |
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