Marketing Communication Strategies of Cultural and Tourism Departments of Gunungk Kidul and Sleman Regencies: A Comparative Analysis

Resa Ayu Alumnus of Department of Communications Studies FISIP UPN “Veteran” Kampus II Jln. Babarsari No. 2 Yogyakarta 55132

Abtracts Yogyakarta Special Province has several attractive destinations for tourist. Bantul, Sleman, Kulon Progo, and Gunungkidul regencies have been developing many ways to attract tourists so they desire to come its own places. As long as we know, each regency has been working hard to promote and persuade tourists to visit some places that was offere But, in the fact, the result or the amount of tourists that visited each regency was different. Accroding data, the number of tourist who visit Sleman regency is more numerous than Gunungkidul regency. In 2010 for example, the number of tourist who visited Sleman regency reached 3,595,924. While Gunungkidul regency just reached 352 244 tourists at the same time. That why, this research was intended to find out the marketing communication strategies that conducted by Cultural and Tourist Department of Sleman and of Gunungkidul. At the least, this research was aimed to undertand how Sleman and Gunungkidul regencies developthe strategical marekting communication for increase and catch more tourist to visit Sleman and Gunungkidul. Data was obtained by interviews and observation as well as literatures analysis. And the result showed us that Cultural and Tourist Department of Gunungkidul was still not optimum doing marketing communication acitivites. It lack sufficient human resources who can develop creatively to attract tourists. While, Sleman regencies was more experience and could develop marketing communication more diverse.

Keywords: Marketing Communication, Strategy, Tourist, Destination, Regency

Introduction The fifth regencies develop strategies to Yogyakarta Special Region, is one of the attract tourists to come to their places of interests. alternative tourism visits for both domestic and These were shown by the Government of foreign tourists. In this adjacent province with Gunungkidul and Sleman regencies continue to Central , there are tourist destinations with work in attracting tourists. Although the a wide variety of options. The province is attractions in the two districts is based on natural composed of five districts/cities each have tourism attractions, but it is undeniable public interest in potential. Bantul District is famous with craft a tour in Sleman is much higher than in industries and beaches, Sleman district with its Gunungkidul District. rural tourism and Kaliurang ecotourism, which is Data reported by the public relations identical with the Kulonprogo Regence, and officer of Sleman District on February 23, 2010 Gunungkidul district with its beaches and natural on the official site tourismsleman.com mentions, attractions.

The Indonesian Journal of Communication Studies (IJCS) 181 Marketing Communication Strategies Resa Ayu in 2009, the number of tourists visiting Sleman or 574.82 square kilometers or about 18% of reached 3,595,924 of whom were foreign the Province of Yogyakarta Special Region of tourists (www.tourismsleman.com). While the 3185.80 square kilometers, with the furthest number of tourist visitors in Gunungkidul average distance of the North - South 32 Mile, East - per year between 15 371 people to 352 244 West 35 Km. Administratively, the region people. It is a very striking difference between comprises 17 district, 86 villages, and the 1212 the number of tourist arrivals in Gunungkidul and Hamlet (www.slemankab.go.id). Sleman District (www.gunungkidulkab.go.id). Each district is working hard to attract Gunungkidul is one of the districts in tourists. In addition to coastal attractions, Yogyakarta Special Province, the capital of Gunungkidul is now working on an alternative Wonosari. The total area of 1485.36 square tour. Department of Tourism and Culture is kilometers Gunungkidul or about 46.63 percent developing Gunungkidul Ancient Volcano of the area of Yogyakarta Special Province. Ecotourism Nglanggeran.The case also occurred Wonosari city located in the southeast of in Sleman district. This Northern region of the Yogyakarta (DIY Provincial Capital), with a Province of Yogyakarta also has eco-tourism distance less than 39 Km. Gunungkidul region is attraction in the region Plawangan Turgo Ground. divided into 18 districts and 144 villages. The International Ecotourism Society (Ties) in Gunungkidul consists of 144 villages and 1416 early 1990 defines ecotourism as responsible suburbs. Districts in Gunungkidul include: Grilled travel to natural areas to protect the environment Sub, Purwosari, Paliyan, Saptosari, Tepus, and improve the welfare of local residents. This Tanjungsari, Rongkop, Girisubo, Semanu, definition is actually almost identical to that given Ponjong, Karangmojo, Wonosari, Playen, Patuk, by Hector Ceballos-Lascurain, they both Gedangsari, Nglipar, Ngawen, and Semin. Of describe the nature of tourism activities in the the 144 villages, 141 villages classified into three open, only by ties in ecotourism activities villages, including self-help and self-sufficient contained elements of caring, responsibility and villages. Gunungkidul has a diverse economic commitment to environmental sustainability and potentials ranging from agriculture, fisheries and well-being of local residents. Ecotourism is an livestock, forests, flora and fauna, industry, mining effort to maximize and simultaneously preserve and tourism potential. Gunungkidul now also the potential of the natural resources and culture focus on tourism development. Coastal areas are to serve as a sustainable source of income. In still seriously by the local government worked. other words, ecotourism is nature tourism with Gunungkidul long beach has a wide located on additional activities. The above definition has the south by the Indian Ocean, extending along been widely accepted by the perpetrators of approximately 65 km from district to district ecotourism (www.ekowisata.info). Girisubo Purwosari. Marine products and tourism Gunungkidul is geographically potential is huge and open for development mountainous in structure. As a consequence few (www.gunungkidulkab.go.id). people think to achieve Gunungkidul is very Meanwhile, geographically Sleman difficult because of the terrain is steep. Most of District located between 107 ° 15 ’03 “and 107 the people thought that traveling in Gunungkidul ° 29' 30” east longitude, 7 ° 34 ’51 “and 7 ° 47' is far away; moreover, it lies in the mountains. 30” south latitude. Sleman district north bordering Though the fact that the nature is still natural, Boyolali, Province, east by Klaten, Gunungkidul region can be an alternative choice Central Java Province, south-western border in travel. with Kulonprogo District, Yogyakarta Province One of the sights can be visited is the and Magelang district, Central Java Province and Ancient Volcano Ecotourism Nglanggeran travel the south by the city of Yogyakarta, the District within 22 miles of the City Wonosari. Bantul and Gunungkidul, DIYogyakarta Province. Nglanggeran Ancient Volcano region is made up The area of Sleman district is 57.482 hectares of older volcanic material. The volcano was

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estimated active at 70 million years ago (Reuters, with Kailurang ecotourism, Sleman. Even during August 2, 2009). Idul Fitri holiday in 2009, tourist visits to Ancient Volcano Nglanggeran Kaliurang exceeded the target emphasized by the Nglanggeran located in the village, district Patuk Government of Sleman. “The Ramadhan break Gunungkidul. It is located in the northern region in 2009, visitors to Kaliurang reached up to 63 Baturagung Gunungkidul with a height of thousand visitors. From the results of monitoring between 200-700 meters above sea level (masl), of the date from 21 to 27 September 2009 was with average air temperature 23 ° C - 27 ° C. recorded as many as 71,861 people,” said Head The distance is 22 km from the city and 25 Km of Tourism Department of Culture and Tourism, from Wonosari city of Yogyakarta. There are two Ir. Heru Wahyudi Santosa. Of these, it is known lane roads to the attraction through the smooth that the visitors exceeded the target of about 14 asphalt roads, if the direction of Sambipitu percent of the target. Even when compared with Wonosari get past the roundabout, take the right the number of visitors in 2008 which reached direction to the village Bobung / craft mask, then 57, 318 visitors, the number of visitors in 2009 heading for Nglanggeran increased by about 25 percent (http:// (www.gunungkidulkab.go.id). www.gudeg.net). This region comprises of older volcanic Despite the overall number of visitors in material and has a beautiful landscape with a Gunungkidul relatively high, visit to Ancient unique geology and of high scientific value. From Volcano Ecotourism Nglanggeran still relatively the results of existing research and reference, low. In the world of tourism, marketing Mount Nglanggeran was declared as ancient communications has an important role to provide volcano. It is said Chief Youth Bukit Putra information related to the Ancient Volcano Mandiri, Sugeng Handoko, which manages the Ecotourism Nglanggeran. Therefore, I was ecotourism Nglanggeran Volcano. “Based on interested in researching how aspects of research geologist from several public and private marketing communications were implemented by universities, the region is a region with litologinya the Department of Tourism and Culture of drawn up by old volcanic material,” said Sugeng Gunungkidul in relation to Nglangeran Ancient Handoko in an interview with the author while Volcano compared to that of the Department of visiting the Ancient Volcano Nglanggeran, not long Tourism and Cultural of Sleman in relation to ago. Exploration of nature in the mountain region Kaliurang tourist attraction. is considered interesting and challenging, because to climb to the top of the mountain as high as Problem Statement 700 meters above sea level it should be pursued Based on the above background, a through the path and climb. Once reach the top, problem can be formulated as follows: How is visitors can see the beauty of the landscape below the marketing communications of Culture and the mountain Nglanggeran Tourism Department of Gunungkidul compare to (www.antaranews.com). that of Culture and Tourism Department of Although a lot of charm that can be Sleman in relation to the marketing of enjoyed from ecotourism, but the visit rate per Nglanggeran Ancient Volcano Ecotourism and year is still not optimal. It is suspected due to Plawangan Turgo Kaliurang Ecotourism. unfamiliar locations and not many people know about ecotourism information of ancient Mount Theoretical Framework Merapi (Nglanggeran). Since the promotion of Marketing Communication and Social the tourist areas is still not intense, people find it Marketing Theory difficult to access the presence information of Marketing communication is ancient Nglanggeran. Moreover, communication that inform about a product or judging from the number of visitors, ecotourism service offered. In marketing communication, Ancient Volcano is much less than, for example, emphasis is given more on two-way interaction

The Indonesian Journal of Communication Studies (IJCS) 183 Marketing Communication Strategies Resa Ayu between the communicator and the them with an efficient medium that has been communicant. Marketing communication is available. Targeting strategies will reduce the individual and personal in nature. The concept is cost of promotion at the same time increase generally referred to as promotional mix or the efficiency. promotion mix. According to Fandy Tjiptono, 3. Methods to reinforce the messages that have promotion mix includes advertising, sales been targeted in the segment and encourage promotion, personal selling, public relations and people who are in the segment to influence direct and online marketing (Tjiptono Fandy, others through communication face to face. 2008: 507). The various strategies have been developed According to Baran and Davis (2000: to ensure that the messages sent have been 291-293) in the “Mass Communication Theory”, received by several channels. These social marketing theory is different from other strategies include, discussion group, the theories. This theory assumed that, where the messages are placed sequentially in multiple provider provides the usability and benefits media, and investigation of door to door. information for social change. This theory 4. Methods to strengthen the image and provides an overview to the information provider impression of the people, products, or to design, implement, evaluate the information service. These methods are usually used campaign. The theory is concerned with the when there is difficulty to boost audience activity of the audience and the need to reach an interest. The most prominent method used active audience with the information they seek. to strengthen the image is the image of Social marketing theory can be interpreted more advertising that can be easily recognized, and widely about the seduction theory. This theory present the image that can be imposed by represents an attempt to improve the the visualization. effectiveness of information campaigns through 5. Method to generate the desire and search the mass media based on the understanding and for information by forcing the audience manipulation of both the social and psychological member. Information retrieval arises when aspects. Social marketing theory do this by the level of interest in these ideas have been identifying the various systems of social barriers enough to be raised. For example, when the and psychological barriers. This theory also political campaigns of politicians to raise anticipates obstacles that will occur and include issues that are being spread so that the targets strategies to solve them. Social marketing theory are interested in finding information. has the key characteristics, including: 6. Method to force the desire or the method of 1. Methods to persuade the audience about the placement decision-making positions. This topic of awareness campaigns or candidates. is the most important phase in any The first method is a way to make people communication campaign for this method to aware of its existence. The most convenient prepare people to take action as motivated and least expensive is the advertising by campaign organizers. campaign on television. Along with the 7. Method to activate the audience, especially development of theories of social marketing for those segments that have been targeted are many methods that have been developed, by the campaign. Idelanya audience, this which is almost effective but costly. These audience includes people who have the right theories using a review of news and new and the placement position already has a media channels to raise awareness. decision to act but have not had a chance. 2. Methods to target messages to audience that Usually people can be seduced by the was susceptible to the messages being sent. campaign but they are not merealisaikannya Once segments have been identified then the with action. Many techniques that can enable message will be easily delivered to them. By the people which includes the use of an agent identifying segments of a vulnerable and reach of change, marchendise free, convenient and

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free transportation, free services and tourism product that has the potential of Bobung broadcast services as well as a phone call craft wooden masks. from a source with knowledge (Baran and In addition, Nglanggeran Ancient Davis, 2000: 291-293). Volcano ecotourism can also be packaged In this theory, to conduct marketing separately as geological tourism and cultural activities, planning is needed and then followed tourism. Given both the potential of different up with implementation and evaluation. characteristics. The packaging of this attraction Associated with this research, which became a must consider the characteristics of tourists who provider or supplier is Cultural and Tourism will be a potential market of tourist activities Departments of Gunungkidul and Sleman that Bobung - Nglanggeran. By looking at trends of market their products which Nglanggeran potential visitors from domestic and foreign Ancient Volcano Ecotourism and Plawangan tourists. The development strategy of tourism Turgo Ecotourism. Department of Culture and activities Ancient Volcano Nglanggeran consider Tourism is to persuade tourists to travel to have several factors, among others, first, the historical an interest in Nglanggeran Ancient Volcano and natural preservation. Second, authenticity, Ecotourism and Plawangan Turgo. To make uniqueness and local identity. Third, it contains persuasion or inducement must of course be loads of science technology and arts. followed by promotional activities by taking into The tendency is, when the Ancient account the social and psychological aspects. To Volcano Nglanggeran regarded as objects of anticipate the obstacles that come, preventive special interest tourism, then it is assumed that measures become very important for the the expected supply of tourist facilities can be achievement of the campaign or promotion. accommodated and more focused. The packaging must also consider the aspect of Research Method tourism synergy with other activities already in This research used descriptive place, the historical, cultural, and ecological comparative analytical method with qualitative functions that can add value to all the attractions data. Data gathering techniques include interview, that strengthens local identity. observation and documentation. Interviews were This type of tourism development in the conducted with heads of Cultural and Tourism region that can be applied in Nglanggeran are as Departments of Gunung Kidul as well as Sleman follows: Regencies. 1. Tourism Resort Development approach Long term development for Ancient Volcano Data Presentation and Interpretation Region Nglanggeran as a tourist resort with Development Strategy and Marketing mountains was directed into a tourist Communication of Cultural and Tourism destination that provides almost all the needs Department of Gunungkidul of tourist facilities and services, including Seeing the potential diversity of tourism recreation and resort facilities. But a good attractions in Gunungkidul, Gunungkidul Cultural organization should have adequate knowledge and Tourism Department continued of tourist guides, integrated transport system developments, one on the Nglanggeran Ancient accompanied by a representative of facilities Volcano attractions. Development strategy of and services and the availability of adequate Nglanggeran Ancient Volcano region as a tourist accommodation. area defined by considering the relationship 2. Development of Special Interest between functional activity in the region in order Special interest in the physical aspects of the to create a harmonious environment between environment is more prominent, especially the primary activities and support activities. physical landscape of its natural (geological). Nglanggeran Ancient Volcano tourism In addition to instructive, for tourists who are development now in one package with a rural interested in geology can also enjoy the unique

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natural scenery as well as an adventure across need to be developed include the physical form this landscape. This type of tourism do not and quality as well as the number and capacity. require the development of large-scale facilities The plan and marketing strategy and or high investment, because the facility is market development are as follows: available naturally. a. Public Relations In the interview, Sujarwo, Head of Busi- Development of cooperation with ness Marketing said educational institutions, researchers and “As a tourist attraction (ODTW) Ancient nature lovers clubs. Cooperation is also built Volcano Nglanggeran is included in the with travel agencies, print media, electronic attractions of special interest. Segmen- media, and government agencies as a tation is a teen-adult. Precisely because promotional event to attract tourists. such segmentation in the present ODTW Cooperation with travel agents has also been adventure (adventure), outbound and done by providing brochures along with rock climbing “ (interview May 12, 2010) pamphlets in order to provide additional 3. Development of Alternative Tourism references for tourist attractions will Development of Agroforestry is carried out Nglanggeran Ancient Volcano. Elli Martono in areas that have a fairly wide area and is added, managed by a particular institution. The “To develop and strive for eco-tourism to attractiveness of the development of agro be known, Cultural and Tourism Department tourism is the process of planting, harvesting, of Gunungkidul has developed strategic steps. and processing of crops that can be shown to Some of them include collaborates with be a special package. Elli Martono continued, several travel agents by directing tourists to “Activity in the wild is to be a special at- the Ancient Volcano Nglanggeran ecotourism traction besides climbing Nglanggeran as a tourist destination. “(Interview May 12, Ancient Volcano. Visitors are also invited 2010) to walk through the villages, fields, and Cultural and Tourism around the foot of the hill. The program Department of Gunungkidul works with is implemented so that not only teenag- various agencies like the Forest Agency in ers who can do the tracking but all ages Gunungkidul that provides 500 tree can enjoy the beauty of the Ancient Vol- seedlings. In addition, in collaboration with cano Nglanggeran. Because of self-man- the Department of Transportation to improve agement, we do not target the number of road access and making the sign or billboard visitors. That is why those who are ac- Nglanggeran attractions in Yogya-Wonosari tive in marketing and development of this Highway. Cooperation is also done by the attraction is Bukit Putra Mandiri Youth. Public Works Department for making the “(Interview May 12, 2010) trash bin. Given the developmental activities and Sejauh ini pengembangan Gunung Api the production of plantation crops and fruits in Purba Nglanggeran mendapat banyak bantuan the Nglanggeran region are quite diverse then beberapa di antarannya adalah bantuan dari there is the possibility of this type of tourism can Pusat Studi Pariwisata UGM berupa dana. be developed. Disbudpar selama ini mencoba mandiri untuk In marketing terms, markets are an mengembangkan pariwisata tanpa mengandalkan important consideration in planning the APBD. Tidak hanya itu saja Disbudpar juga development of the tourist area. This is due to bekerjasama dengan API (Akademi Pariwisata the development of the tourist area has a main ) dengan memberikan beasiswa untuk objective to provide the satisfaction of the tourists warga sekitar yang mengelola ekowisata tersebut who come to the tourist area, so that their essential agar wawasan tentang kepariwisataan mereka needs and desires to be fulfilled. Facilities that

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bertambah. Sujarwo, Kepala Bidang Usaha these data, especially from the leaflet, it is known Pemasaran menjelaskan, that Cultural and Tourism Department of So far, the development of Ancient Gunungkidul also targeted foreign tourists as the Volcano Nglanggeran has been receiving a lot of visitors Nglanggeran Ancient Volcano helps. Some help come from the Centre for Ecotourism. With the media other than print ad- Tourism Studies, . vertisements in , Cultural and Cultural and Tourism Department of Gunungkidul Tourism Department of Gunungkidul also cre- has been trying independently to develop tourism ates advertising media in Japanese and English. without relying on the budget. This department According to Sujarwo, media campaign became has also been working the Indonesian Tourism one of the hallmarks of their tourism promotion Academy to provide scholarships for local activities. Cultural and Tourism Department of people who manage eco-tourism so that they Gunungkidul also put up billboards in some tourist gain insight on tourism. Sujarwo, Head of area. Advertising media such as brochures, leaf- Business Marketing explains, lets and booklets were distributed in several “We have entered Nglanggeran in Java travel agents in other regions such as Jakarta, Promo event in January 2010 and in Surakarta, Surabaya and Bandung. They were Jakarta, and we also work with travel also distributed at the airports, such as Soekarno- agencies to introduce Nglanggeran Hatta and Adi Sucipto airports. These informa- ecotourism. It is done so that the tion tools were also being entrusted with some community can further recognize of the or hotels in those cities. Nglanggeran Ecotourism.” (interview May 12, 2010) Personal Selling Cultural and Tourism Department of Gunungkidul In its activities, personal selling has been also established relationships with several media- implemented by the Youth Bukit Putra Mandiri, related events held in the area Nglanggeran. Such such as guiding tourists, give a briefing about the coverage and delivery of release activity. pathways that must be taken, as well as provide Meanwhile, managers of Ancient Volcano information needed by travelers. In an interview Ecotourism Nglanggeran Youth and Chairman of with Sugeng Handoko, chairman of the Youth Bukit Putra Mandiri, Sugeng Handoko said, Bukit Putra Mandiri dated 20 April 2010, he said, “So far we’ve held events in the region “Those who guide tourists to Ancient Nglanggeran, such as planting tree Volcano are local resident who also seedlings, arts events, and cruise tours belongs to the members of the Youth will be held August 1, 2010. This event Bukit Putra Mandiri. Some of them have was held at the same time to introduce received scholarships from the API to Ancient Volcano Ecotourism educate citizens in order to increase Nglanggeran to the public. Hopefully, knowledge of tourism to promote this through this event the public is more place” familiar in Nglanggeran Ecotourism and could become a tourist attraction visited Cultural and Tourism Department of by tourists. Thus we expect visitors Gunungkidul also held a dialogue travel program Nglanggeran that had only 200 people by offering tenders to some schools in other per month can be increased as expected regions, in order to increase the number of tourists “(Interview 20 April 2010) during the school holidays. This activity was carried out with a presentation to school Advertising principals and some student representatives. The author also obtain information Schools that became the target are junior to high through secondary data such as brochures, leaf- school students. During 2009, Cultural and lets and clippings from the mass media. From Tourism Department of Gunungkidul Gunungkidul

The Indonesian Journal of Communication Studies (IJCS) 187 Marketing Communication Strategies Resa Ayu visited schools that were outside the region, Gunungkidul involved the youth in direct namely, Bogor, Sukabumi, Tasikmalaya . marketing activities, such as creating a social networking website using Facebook. As the Sales Promotion manager of ecotourism, Sugeng created Activities undertaken are the bargains promotional activities via the Internet. Following offered special packages to tourists so that they is statement from Sugeng, have choices other than hiking tour. This makes “We do promotional activities via websites the Ancient Volcano ecotourism can be enjoyed such as facebook, blogs and e-mail. We by anyone, not merely a special interest tours. strive to make it easier to access information Through a sales promotion to attract tourists from our travelers, this can thus be expected Disbudpar to try new products offered by the to be one of their information needs sources. company, with new products then this may If there are events in the region Nglanggeran, increase the number of tourists, and can compete travelers can order tickets by phone or direct with other attractions with a variety of product confirmation listed in our website innovation. The packages are provided, tourist www.gunungapipurba.com, “. (interview 20 village, with residents staying at home and do April 2010). nature activities in Nglanggeran, such as planting, along the valley of Ancient Volcano, see the In promotional activities conducted by rooster crows, this is generally done by foreign Cultural and Tourism Department of tourists, camping is held last June along with Gunungkidul, of course, leads to the result of the junior high and vocational Playen Karangmojo, tourist visits, the authors obtained the following do not miss too outbound activities. obtained from Bukit Putra Mandiri Youth. In cooperation with travel agents, Seeing the above data, in January, visitor providing a kind of voucher for Cultural and numbers have not shown maximum results. In Tourism Department of Gunungkidul tourists the following months, the visit rate showed visiting the Gunungkidul. When tourists visiting considerable increase. In February, the number the beach, the tourists will get a free package of of visits increased to 85 people, this was a result Ancient Volcano Nglanggeran visit and vice of participation in the Nglanggeran Promo Java versa. event in January 2009. In May through July, visit In sales promotion activities, Cultural and levels grow rapidly, this was due to tourist visit Tourism Department of Gunungkidul also from abroad, namely Filipinos, Garuda exhibited in Java promo event in January 2010. Indonesia, which held a tour in this place and It was a form of cooperation in tourism promotion tourism visit from the Transportation Department followed by 15 counties or cities in Yogyakarta family and office staff, as well as students who and Central Java. Tourism promotion with the conducted research. In August and September, theme of “Jogja Risen” is intended to introduce a decline due to the fasting month, which was tourism products to the audience, but also as a not many visitors coming in this month. The conduit of information required media audiences following months showed improvement after the mengeni existing attractions in Gunungkidul fasting month started from October to December, especially Nglanggeran Ancient Volcano, which especially in the month of December which was is expected to increase tourist arrivals. In this the end of 2009, many tourists to the summit of exhibition also displayed the photographs about Ancient Volcano Nglanggeran to celebrate New events in the arts and crafts Nglanggeran Year ’s Eve. community.

Direct Marketing In collaboration with Bukit Putra Mandiri Youth, Cultural and Tourism Department of

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Development Strategy and Marketing intended to allow a sense of harmony and create Communication of Cultural and Tourism a focus of development that leads to the Department of Sleman development of society. The implication is: a. Coordination between sectors / government agencies, especially the Tabel 4.4 concentration of development and Tourist Visit to Nglanggeran Ancient Volcano, priorities. Januari-Desember 2009 b. Penyamaian investment opportunities to Month prospective investors. January c. Socialization to the community about February business opportunities in tourism. March Implementation of information technology April for promotion and tourism information May system June The implication is the optimizing the use July of internet for tourism promotion and utilization August of the internet for local tourist information system. September The development of Kaliurang region was done through an integrated concept, that is, each object October does not stand alone. The concept is quite November interesting as tourists visiting the region along with other supporting objects. This was emphasized by Wasita, section head of tourism promotion Cultural and Tourism Department of Sleman. Source: Taruna Bukit Putra Mandiri Youth, 2009 According to Wasita, despite the name Kaliurang has been known, but its management is not under The Development of Price and Product Cultural and Tourism Department of Sleman. Differentiation In this case, product positioning for According to Wasita, supporting attractions Kaliurang-Kaliadem tourism region rely on the in the region makes it easy for her office to uniqueness of volcanic geology and ecological provide choices to the tourists who visit richness of forest plantations as well as local Kaliurang. This strategy proved to be effective. cultural traditions. They are needed to be Cultural and Tourism Department of Sleman also specifically packaged and have special made promotions outside the region and abroad characteristics compare to that offered by other by asking officials who visit other places to bring regions. The implications are: promotional materialseither in print and a. Excavation of new themes in the electronic form. The department is also working development and marketing of products. with travel agents, and creating discussion forums b. Coordination with the tourism industry Kaliurang tourism market. In doing promotional in relation to local, regional, national, and activity Cultural and Tourism Department of international event campaigns. Sleman also use the internet, website, e-mail and facebook. So that tourists can access relevant Communicating tourism as the main sector information before going to Kaliurang. In general, The determination of tourism as the main the promotional activities undertaken are: sector in program development strategy of the a. Public Relations Kaliurang-Kaliadem region need to get the Cultural and Tourism Department of attention of various parties involved in it. It is Sleman take advantage of PR by

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providing information to public, emphasis more on dialogue by conducting especially tourists. It attempted to presentation in schools. These activities maintain relationships with outside are carried out to increase the number agencies, media and society. Relationship of visits to Plawangan Turgo Kaliurang. to the media in particular, has been done In the dialog travel, tourism for instance by holding a press promotion section came to the region or conference. Especially when the province to organize the school principals department hold events, such as Java to be given information on tourism in Summer Camp held on July 7, 2010 as Kaliurang district, as well as promotional well as cruise tourism held on August 9, event that was specifically addressed to 2009. In addition Cultural and Tourism the student traveler. During 2009, the Department of Sleman also worked with tourism promotion section has made the Mount Merapi National Park travel dialogue in different regions, (TNGM) to manage Plawangan-Turgo. namely Tangerang, Jakarta and Cianjur Mass media has become the campaign on December 20 to February 24, 2009, tool to disseminate information by in Sragen, Demak and Blora on 25 to holding a press conference with 28 April 2009, Makati and Malaysia on reporters. Relationships with the media 17 to 20 May 2009, Ciamis and is also done by sending a release to Sukabumi on December 5 to August 8, multiple media. Cultural and Tourism 2009 and a growing outer islands such Department of Sleman also frequently as Sumatra, namely Medan, Muara hosts various events held in Kaliurang to Enim,Tebing Tinggi and Tanjung Balai on attract public enthusiasm. The events December 4 to December 6, 2009. In held include cruise tours, exhibitions in addition the department also take Kaliurang and out of town, child stage advantage of the younger generation who which is held every holiday, and other are members of Dimas Diajeng events. Kabupeten Sleman to promote tourism b. Advertising that are located in Sleman. In advertising activity, Cultural and d. Sales Promotion Tourism Department of Sleman provides Sales promotion activities undertaken by information about tourism products to Cultural and Tourism Department of tourists who might not familiar with Sleman are: existing attractions. The department 1) Discount is given to tourists created printed materials such as visiting the Plawangan-Turgo. brochure, Leflet, pamphlets, and Usually, discounts are given to booklets in Indonesian languange and tourists during low season, English. It also also prepares materials hoping to increase the number such as CDs and ads that played on of tourist arrivals Videotron Malioboro and cinema 21. Media ads are being distributed to the Provision of vouchers, while holiday , restaurants, travel agents and also Disbudpar provide vouchers to at the international airport. These places the tourists who get into tourism- are considered strategic locations. Turgo Plawangan. These c. Personal Selling vouchers are given to tourists In personal selling, direct interaction who come in groups with more occurs between seller and buyer, in this than two buses. Thus, tourist case is a tour guide with tourists. Cultural visits are expected to increase. and Tourism Department of Sleman

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2) Tourists can try tracking can see the potential of tourism in Sleman Plawangan Turgo region with district. Other activities also include some choices: light, medium and sending letters or fax in case agencies heavy. Thus the tourists can and service providers ask for further choose tracks that suit them. information. With all the promotional efforts that have 3) Cultural and Tourism been made, the number of visits during Department of Sleman attends 2009 was 748 503 people. However, exhibitions in the region and based on interviews with visitors, some outside the region on a regular of them were still not satisfied with the basis. During 2009, the tour, especially Plawangan Turgo department had joined the Ground. This is due to the cleanliness of Regional Potential Exhibition the tourism object. organized by Sleman Government, Tourism Week in Conlusion Jakarta, Yogyakarta and Based on the research of marketing Yogyakarta Arts Festival communication strategies of cultural and tourism (FKY). In addition, the departments of Gunungkidul and Sleman department also followed regencies, it then can be concluded that the international tourism events in the element of personal selling is one of the form of exhibitions. ITB advantages in marketing eco-tourism. Providing exhibition in Berlin in April 2009, tour guiding services while doing activities in the Indonesian Gate Way in Ngelanggeran Ancient Volcano Ecotourism will Malaysia in May 2009, the give tourists a sense of security and obtain full Japan Association Travel Agent information through the guide at the same time. Exhibition in September 2009. The offering of tour packages can be an attractive e. Direct Marketing option for tourists. With this offer, travellers are The usage of information technology expected to have the option of a tour that answers the demands of delivering includes not only tracking, so that all people can information and promotional materials to enjoy this ecotourism. Nonetheless, public overseas markets, especially about relations activities run by the department was still products and tourism facilities and not optimal. The same case also occurs in Media services in Kaliurang-Kaliadem, quickly relations activities. This is a proof if looking at and accurately. Head of Tourism the less news coverage of the Nglanggeran and Promotion, Wasita said, less releases distributed to the news media. “We do promotion through Cultural and Tourism Department of facebook organized by the Sleman has advantages in conducting marketing department. Travelers who need communication strategy, which was through the information to the questions advertising. This activity was done by creating and answers can use the an electronic ad for outdoor media that can be messenger so that answers can seen by many people. This strategy consumed be immediately accepted.” more budget compare to that of Cultural and (Interview, June 23, 2010) Tourism Department of Gunungkidul. On the other hand, Cultural and Tourism Department of Cultural and Tourism Department of Sleman has shortcomings in terms of sales Sleman developed a site that can be promotion, the offering of tour packages in accessed worldwide via Plawangan Turgo Kaliurang does not comply www.tourismsleman.com. The public with existing facilities. Many hiking paths covered

The Indonesian Journal of Communication Studies (IJCS) 191 Marketing Communication Strategies Resa Ayu by bushes so that the lines can not be used Sutopo, H.B, 2002, Metodologi Penelitian again. Considering this condition, the department Kualitatif, Dasar dan Terapannya did not give attention to the desire of tourists, dalam Penelitian, Surakarta: namely by providing tour packages that can be Universitas Sebelas Maret. undertaken in-Turgo Plawangan Kaliurang so that tourists do not feel bored with the existing Kriyantono, Rachmat, 2007, Teknik Praktis vehicle. Riset Komunikasi Disertai Contoh Praktis Riset Media, Public Relations, Bibliography Advertising, Komunikasi Organisasi, Kusmayadi, IR & Sugiarto, Endar, 2000, Komunikasi Pemasaran, Jakarta: Metodologi Dalam Bidang Kencana. Kepariwisataan, Jakarta: Gramedia Pustaka Utama. Tjiptono, Fandy, 2008, Pemasaran Strategik, Yogyakarta: Andi Ofset. A.J, Muljadi, 2000, Kepariwisataan dan Perjalanan, Jakarta: Raja Grafindo. Baran & Davis, 2000, “Mass Communication Theory” foundations, ferment, and Fandeli, Chafid, 2001, Pengusahaan future, Canada: Wadsworth Ekowisata, Yogyakarta: Fakultas Kehutanan UGM. Soemanagara, Rd, 2006, Strategic Marketing Communication, Bandung: Alfabeta. Hakim, Luchman, 2004, Dasar-Dasar Ekowisata, Malang: Bayu Media Machfoeds, Mahmud,2010, Komunikasi Publishing. Pemasaran Modern, Yogyakarta: Cakra Ilmu. Sudarto, Gatot, 1999, Wahana Pelestarian Disbudpar Gunungkidul, 2008, Site Plan Alam, Pengembangan Ekonomi Nglanggeran, Yogyakarta. Berkelanjutan dan Pemberdayaan Masyarakat, Bekasi: Yayasan Disbudpar Sleman, 2005, Penyusunan Kalpataru Rencana Induk Pengembangan Obyek . Wisata Kaliurang-Kaliadem, Yogyakarta. Warpani, Suwardjoko, 2007, Pariwisata dalam Tata Ruang Wilayah, Bandung: Institut Teknologi Bandung. Sumber internet:

Sugiyono, 2008, Metode Penelitin www.kompas,com diakses pada 28 April Kuantitatif, Kualitatif dan R&D, 2010 Bandung: Alfabeta. www.antaranews.com diakses pada 28 April Rahmat, Jalaludin, 2002, Metode Penelitian 2010 Kualitatif, Bandung: PT. Remja Rosdakarya. www.gudeg.net diakses pada 30 Maret 2010

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