“DECORATING OUR KAMPONG”:

Between Marketing Communication Strategy, Implementation

Integrity and Development of Tourism Potential in Karangrejo

Borobudur, Central Java

A. G. Eka Wenats Wuryanta, and Ananda Titu Utami

Universitas Paramadina

Keywords: Marketing communication, Tourism, Destination Brand, Tourism Marketing, campaign.

Abstract: This research is an attempt to understand how tourism communication is developing rapidly in Indonesia.

One study of communication science that has developed with the merging of several disciplines in one study

of communication and tourism is tourism communication. Along with the advancement of tourism in

Indonesia, tourists also experience changes both in their mindset and interest and interest in a tourist

attraction, and for this reason, a communication campaign is needed to attract tourists. One area in Indonesia

that has many tourism objects and has a high potential to develop is the city of Magelang. This study uses a

qualitative descriptive approach. An important finding in this study is that marketing communication

strategies are structured systematically, but are much hindered by the constraints of human resources and

technology.

1 INTRODUCTION

A Tourism Village has tourism potential that attracts

visitors from the city. The attraction can come from

nature, social culture, even heritage buildings, or

cultural sites owned. Indonesia has many places of

tourism, especially those in the countryside that have

natural beauty. If you want to see tourist attractions

that are still unspoiled and haven't changed much,

you can find them in villages that have tourism

potential.

Tourism Village Development can boost the

economy of the community and access to the

necessary infrastructure. Development is very

important to be done so that it can compete with

other attractions that display beautiful natural

beauty, considering that Indonesia is a vast region

and in each region has its charm in its natural

beauty.

For villages to get optimal results, of course, they

must be supported by adequate facilities and human

resources. These facilities can be in the form of road

access and the willingness of vehicles, lodging, or

other supplements in tourist attractions. Besides, it is

necessary to pay attention to comfort and safety

facilities so that visitors feel comfortable and safe

when using it. Do not forget the village tourist

location must pay attention to the environment so

that the surrounding area is maintained and the

community is not affected by the adverse effects.

Along with the advancement of tourism in

Indonesia, tourists also experience changes both in

their mindset and interest and interest in a tourist

attraction, and for this reason, a communication

campaign is needed to attract tourists. Also,

communication campaigns aim to place customer

satisfaction and place organizational values in their

decision making, including product development

strategies. In the tourism industry, trying always

responds dynamically to changes in consumer needs

and values and product developments that will affect

the tourism marketing environment, according to

McCabe (McCabe and Johnson, 2013).

Competition in the service market offered by the

tourism industry emphasizes the importance of

tourism communication. Tourism communication

involves the meaningful exchange of information

and is a powerful tool for organizations and their

environment that aims to carry out marketing

Wuryanta, A. and Utami, A.

“DECORATING OUR KAMPONG”: Between Marketing Communication Strategy, Implementation Integrity and Development of Tourism Potential in Karangrejo Borobudur, Central Java.

DOI: 10.5220/0009399900700075

In Proceedings of the 1st International Conference on Anti-Corruption and Integrity (ICOACI 2019), pages 70-75

ISBN: 978-989-758-461-9

planning and tactical actions of organizations to

attract the attention of customers and stakeholders.

Tourism communication was formed to respond to

external challenges, including aspects of politics,

law or regulation, socio-economic, media, and

industrial development. The internal strength of the

organization is the power of the marketing

department to develop market orientation and carry

out an integrated approach to marketing

communication.

The function of marketing communication is not

only related to promoting brands, organizations or

services to maximize sales, but also related to

understanding what consumers need and the value of

services offered and making changes following the

marketing mix. Another factor that is considered in

communication campaigns is the tight competition

of destinations, so organizations must be able to

meet and exceed consumer needs better than their

competitors.

The tourism marketing planning process is to

understand the position of the organization

concerning the market, competition, and the external

environment and to develop and implement various

strategies and plans that will help the organization to

realize its goals and mission. In this case, the

ongoing process of the marketing team to evaluate

changes in sales, performance, and market segments

and attention to each management change, develops

a marketing plan to manage future demand and

applies strategies to stimulate demand or respond to

competitor activities. The marketing planning

process is also a strategic function developed to

fulfill long-term goals.

The development of tourism as stated by

Moscardo (Moscardo, 2008) can be seen from two

perspectives, namely the quality in which

sustainable tourism development is expected to

provide a quality travel experience for tourists while

at the same time contributing to the quality of life of

the community the tourism is destined as the host,

and still maintains or improves the environmental

quality of the tourism destination in question, then

the second is sustainability, which means that

tourism is designed in such a way that it can

guarantee the sustainability of natural and cultural

resources that are used as resources attraction,

sustainability of community support and

sustainability of the desire of tourists to visit the

relevant tourism destinations.

The aspect of tourism, which is very potential to

develop in Indonesia itself is natural and cultural

tourism. One area in Indonesia that has many

tourism objects and has a high potential to develop is

the city of Magelang. Borobudur sub-district has 22

villages where all the villages have been developed

into tourist villages. Each village has its tourism

object and also provides a homestay for tourists. One

of the 22 tourist villages in the Borobudur sub-

district, which is visible, is the Karangrejo village.

Karangrejo tourist village is located 3 km from the

tourist complex of Borobudur Temple, with the

landscape of the Menoreh hill and the natural

conditions that are still very natural. Karangrejo

village has become a tourist destination for both

local and foreign tourists. The current problem is the

potential that exists in the Karangrejo tourism

village area has not been able to be displayed

optimally because of the lack of facilities and

infrastructure both in quality and quantity. This

triggered the idea to organize and develop the

Karangrejo tourism village area by completing its

infrastructure so that the appearance of the

Karangrejo tourism village area was maximized.

Seeing these conditions, the writing of this study

aims to find out how the government of Borobudur

District and also the community to increase tourist

visits into the Karangrejo tourist village area. What

are the forms of government promotion activities in

Borobudur District and Karangrejo village

community in increasing tourist visits? And, how are

the strategy, implementation, and socio-economic

integrity of the Bumdes policy in maximizing the

potential and community of Karangrejo village in

increasing tourist visits?

2 LITERATURE REVIEW

The first concept in this study was tourism.

According to Karyono (Karyono, 1997), which

provides definitions in general and technically about

tourism that: In general, the definition of tourism is

the overall activities of the government, business

world, and society to regulate the care and service of

tourists' needs. While the technical definition, that

tourism is a series of activities carried out by

humans both individually and in groups within the

territory of their own country or other countries. The

activity uses facilities, services and other supporting

factors that are carried out by the government or the

community to realize the wishes of tourists

According to Suwantoro (Suwantoro, 1997), the

term tourism is closely related to the meaning of

travel, namely as a change in trying or earning a

living in the place he visits, but solely to enjoy the

trip and to fulfill diverse desires. Some of these

opinions can be concluded that tourism is a

“DECORATING OUR KAMPONG”: Between Marketing Communication Strategy, Implementation Integrity and Development of Tourism

Potential in Karangrejo Borobudur, Central Java

temporary activity carried out by corporations and

groups to enjoy the trip and to fulfill diverse desires.

Spillane in Wahid (Saksy, Gosal, and Rachman,

2019), Tourism is a journey from one place to

another, temporary, carried out by individuals or

groups, as an effort to find balance or harmony and

happiness with the environment in social, cultural,

natural and scientific dimensions.

The concept related to the concept previously

explained is tourism development. Tourism

development is an effort to develop or advance

tourism objects so that the tourist objects are better

and more attractive in terms of places and objects in

it to be able to attract tourists to visit them. Tourism

development is so that more tourists come to a

tourist area, stay longer, and spend more money on

the tourist attractions they visit so they can increase

foreign exchange for the country for foreign tourists,

and increase regional original income for local

tourists.

Besides that, it also aims to introduce and

maintain a culture in the tourism area. Thus, the

benefits and benefits can also be felt by the

surrounding population in particular. Tourism

development as an industry should ideally be based

on four basic principles, as stated Sobari in Anindita

(Sudarmi, 2019), namely: Ecological sustainability,

namely that tourism development must ensure the

maintenance and protection of natural resources

which become tourism attractions, such as the

environment sea, forest, beach, lake, and river.

Second, the continuity of social and cultural life,

namely that the development of tourism must be

able to increase the role of the community in the

supervision of living systems through the value

system adopted by the local community as the

identity of the community. Third is economic

sustainability, namely that tourism development

must be able to create employment opportunities for

all parties to engage in economic activities through a

healthy and competitive economic system. Fourth,

improve and improve the quality of life of local

communities by providing opportunities for them to

be involved in tourism development.

Thus, the development of tourism (which is

sustainable) needs to be supported by careful

planning and must reflect the three dimensions of

interest, namely the tourism industry, the carrying

capacity of the environment (natural resources), and

the local community to improve quality of life.

The pattern of tourism and its development is

closely related to the complex concept between

tourism marketing communication, destination

brand, and tourism communication management.

Tourism marketing communication: the field of

tourism marketing communication (TCM). The

TCM field examines in its entirety in the context of

marketing communication. This field of the study

explains 4P, 7P, Communication mix, marketing

mix, about TCM. This field is a whole field of

discussing TCM in a complete theoretical and

practical context, but not specific in special contexts.

Destination brand: Study of brand goals in the

context of the destination product brand, where the

destination brand is the media and the message itself

in the context and process of marketing

communication in general and specifically in the

context of tourism marketing. In addition to being

examined by the brand as a media and as a message

itself, it also examines how the construction of

destination brands, how the brand relates to

destination products, brands with accessibility,

tourism marketing, brands with HR and tourism

institutions. Also studied are the main tourism brand,

sub-brand, and new parent brand. All properties and

types of brands are reviewed here, including city

brands, state brands, and brand nations. Likewise,

brand publicity and branding are also important

studies discussed. The last is Tourism

Communication Management: in this study, the

principles of communication management are

important reviews that are carried out and applied in

the field of tourism communication.

This study reviews how management is applied

in the field of tourism communication, namely how

tourism marketing management, managing

destinations, managing accessibility, and managing

human resources and tourism institutions.

3 METHODOLOGY

Problems that will be studied by researchers are

problems that are social and dynamic. Therefore,

researchers chose to use a qualitative research

methodology to determine how to search, collect,

process, and analyze the data from the research

results. This qualitative research can be used to

understand social interactions, for example, by

interviewing or studying documentation.

The research method used is descriptive

qualitative, namely, research that provides a clear

picture of a particular social phenomenon. The data

collected is in the form of words, images, and not

numbers, so that the research report will contain

quotations of data to illustrate the presentation of the

report (Moleong, 2007). This qualitative descriptive

study will be very relevant and support this research

ICOACI 2019 - International Conference on Anti-Corruption and Integrity

because later, this research will explore the results of

the research that will be associated with existing

theoretical studies.

4 FINDINGS AND DISCUSSIONS

Based on data obtained from the field, it can be seen

the campaign activities of Karangrejo Tourism

Village. In determining the right campaign strategy

in attracting tourists to visit Karangrejo Village, the

Magelang Regency Tourism Office, and Borobudur

District Service first carry out a SWOT analysis,

namely Strength, Weakness, Opportunities, and

treatment.

It is expected that the Magelang Regency

Tourism Office and Borobudur District Service will

be able to develop a plan to promote and develop

tourism optimally. The SWOT analysis is focused

on predicting the extent of the sources of strengths

and weaknesses in Karangrejo Village, as well as the

opportunities and threats that arise for tourism

development. In addition to conducting a SWOT

analysis, the Magelang District Tourism Office and

Borobudur District Office formulated the steps taken

to manage tourism promotion in Karangrejo Village.

The campaign is a unified package with the product,

price, and place in the marketing mix in tourism

communication. In the campaign strategy carried out

a Strategic Plan (Renstra) was prepared as a long-

term campaign plan and Work Plan (Renja) as a

short-term campaign plan.

The Strategic Plan of the Tourism Office of

Magelang Regency and Borobudur District Office is

focused on establishing a good image of Karangrejo

Village as well as promoting tourism objects.

Because Karangrejo Village is not yet a major

tourist destination, it is only on the main tourist

route of Borobudur Temple. Therefore, it is

necessary to develop tourism efforts by utilizing

these geographical conditions, both natural tourism,

cultural tourism, artificial tourism, and special

interest tourism. Besides, the Tourism Office of the

Regency of Magelang developed a tourism

campaign strategy through Short Term Renja (Work

Plan). The Work Plan is a short-term strategy

through tourism marketing development activities,

partnership development, and rehabilitation and

maintenance of tourism objects.

The target of Karangrejo Village tourism

campaign is everyone, both domestic and foreign

tourists. Not only that, but the target of the tourism

campaign is also aimed at official employees and

tourism objects and culture in Karangrejo Village,

because it has an important role in supporting the

process of service activities in promoting existing

tourism objects in Karangrejo Village so that

positive communication relationships need to be

built. Both between superiors and subordinates and

with fellow employees.

The importance of knowing the parties targeted

by this tourism promotion is to determine the

attitude of the organization and consider the

decisions or policies that need to be taken so that the

achievement of organizational goals does not meet

significant obstacles and produce positive public

opinion without any party feeling disadvantaged. To

be able to provide good service and experience for

tourists, the Borobudur Sub-District Service guides

the community, especially the community around

tourism objects.

With the increasing number of tourists visiting

tourism objects will further encourage the economy

by opening jobs and increasing the income of people

around tourism objects. To make the guidance more

effective, a Tourism Awareness Group was formed.

With good guidance from Tourism Awareness

Groups, it is hoped that the community can play a

role in realizing Sapta Enchantment, which includes:

1. Safe is a condition or condition of the

environment and atmosphere, where a person feels

secure, does not feel afraid, is protected by the body,

and includes property and goods - goods. 2. Orderly

is a condition where the atmosphere is organized,

neat, and the service is done well, quickly, and

precisely. 3. Clean, is a condition where objects and

tourism environments are free of garbage, dirt,

scribbling so that it is comfortable to look at. 4.

Cool, is a condition that is expected for students to

take care of the environment with green, fresh, and

natural so that it fosters good memories. 5. Beautiful

is a condition that displays the atmosphere in

harmonies, such as the layout of the spatial layout

and the natural form of tourism objects. 6. Friendly

is the attitude and behavior of someone who shows

intimacy, polite, and happy to help, especially to

tourists. 7. Memories are impressions that are

attached to the memories and feelings of a person

due to the experience gained at a tourist attraction.

With the Tourism Awareness Group, the

Borobudur District Office hopes for a reciprocal

communication with the tourism actors in

Karangrejo Village, especially the communities

around tourism objects so that conditions such as

those contained in the Sapta Pesona can be realized.

In addition to guiding the community, the Magelang

District Tourism Office and Borobudur District

Office conduct tourism campaign activities through

“DECORATING OUR KAMPONG”: Between Marketing Communication Strategy, Implementation Integrity and Development of Tourism

Potential in Karangrejo Borobudur, Central Java

promotional media. The media used in promoting

tourism objects is by using print media, electronic

media, and promotions and joint tourism exhibitions.

In carrying out tourism promotions, the Borobudur

District Office has several obstacles, namely tourism

objects that are still in the structuring stage, so that

they are far from perfect, including the lack of

facilities and facilities for tourists such as the

absence of public transportation to several tourism

objects. Rent a jeep or take part in a tour package

and there are no security guards in some tourism

objects, and other obstacles faced are the absence of

a special section dealing with tourism promotion

issues. Therefore, an organization must make careful

planning related to the implementation of functions

according to the scope of its work. The effort to

overcome these obstacles is to establish cooperation

with the Karangrejo Village Tourism Awareness

Group, cooperation with the state and private sector.

While the factors that support tourism campaign

activities are the existence of good cooperation

between tourism stakeholders and also helped by the

viral tourism objects in Karangrejo Village.

Therefore, things that support the implementation of

tourism campaign strategies are expected to be a

determinant of service success in growing and

developing good relations with the public.

The results of the development of interest in

visiting tourists in the village of Karangrejo are as

follows: In various ways taken by the local

government through the Magelang District Tourism

Office and the Borobudur District Service to

overcome various obstacles that arise. The number

of tourist visits continues to increase significantly

from year to year.

5 CLOSING

Tourism campaign in Karangrejo Tourism Village is

based on mapping tourism problems in the form of

seeing the potential of tourism potential that can be

developed in Borobudur Subdistrict, then looking at

existing weaknesses and seeing good opportunities

in tourism and seeing threats that will disrupt

Karangrejo Tourism Village tourism. Then the

solution taken is contained in the long-term strategic

plan, namely the Strategic Plan (Renstra) through

tourism development by improving the image of

Karangrejo Tourism Village, while the short-term

strategic plan through the Work Plan (Renja) is

tourism marketing development, partnership

development and rehabilitation and maintenance of

tourism objects.

Spur on the activities of the Strategic Plan

(Renstra) and Work Plan (Renja) in promoting

tourism using promotional tools or media, such as

print media, electronic media, promotional media,

and tourism exhibitions. The use of promotional

media produces data on the number of tourist visits

from year to year. There are only barriers, namely:

limited knowledge of science and technology, so

that they cannot maximize tourism promotion, there

is no special section that handles tourism promotion

issues, and management is different between tourist

managers, which makes it difficult to coordinate

with one another.

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“DECORATING OUR KAMPONG”: Between Marketing Communication Strategy, Implementation Integrity and Development of Tourism

Potential in Karangrejo Borobudur, Central Java