Kaitsar Muhammad Hizkyl, . (2026) STRATEGI MARKETING KOMUNIKASI UNTUK PARIWISATA BERKELANJUTAN DI DESA PENGLIPURAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study discusses the marketing communication strategy for sustainable tourism in Penglipuran Tourism Village, Bali. The study aims to examine the implementation of marketing communication strategies in supporting sustainable tourism and communicating cultural and environmental values to tourists. This research employed a descriptive qualitative approach with a case study method through interviews, observation, and documentation. The study applied the marketing communication concept by Kotler and Keller (2016) and the sustainable marketing 4C theory by Belz and Peattie (2012). The results show that the marketing communication strategy of Penglipuran Village is implemented through advertising, sales promotion, public relations, personal selling, as well as direct and digital marketing by utilizing digital media and cultural activities as promotional and educational tools. The implementation of sustainable marketing 4C can be seen through culture-based tourism experiences, tourists’ commitment to traditional regulations and environmental sustainability, easy access to digital information, and the communication of sustainability values through direct interaction and digital media. This study concludes that the marketing communication strategy of Penglipuran Village functions not only as a promotional tool but also as a medium for educating tourists about cultural and sustainability values.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411067] [Pembimbing: Ratu Nadya Wahyuningratna] [Penguji 1: Yudie Aprianto] [Penguji 2: Garcia Krisnando Nathanael] |
| Uncontrolled Keywords: | Marketing Communication, Penglipuran Village, Sustainable Tourism, Tourism Village, Sustainable Marketing |
| Subjects: | A General Works > AS Academies and learned societies (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | KAITSAR MUHAMMAD HIZKYL |
| Date Deposited: | 01 Sep 2026 05:40 |
| Last Modified: | 01 Sep 2026 05:42 |
| URI: | http://repository.upnvj.ac.id/id/eprint/51100 |
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