INOVISH JOURNAL, Vol. 3, No. 1, June 2018 ISSN: 2528-3804

THE MAKING OF PROMOTIONAL VIDEO OF TOURISM IN RUPAT ISLAND

Elfera Rosianta1, and M. Sabri2 12 State Polytechnic of State Polytechnic of Bengkalis Jl. Bathin Alam, Sei.Alam, Bengkalis – , 28721 Telp: +6277-24566 email: [email protected], [email protected]

Abstract: The aim of this study was to make a video to promote Rupat Island to the international tourists as a tourism destination. The method used in this study was a descriptive research. There were several steps in making this video; starting from collecting the materials, creating the video script, shooting process, recording the voice for the video. converting the files, until editing the video. The result of this study is a promotional video narrated in English that contains both natural and cultural tourism objects and attractions in Rupat Island such as: Beting Aceh Beach, Lapin Beach, Makeruh Beach, Suku Akit Tradition, Mandi Safar Festival, Zapin Api Dance, etc. This video is expected to help the government of in promoting Rupat Island as a tourism destination in the future.

Keywords : Promotional Video, Tourism, Rupat Island

INTRODUCTION international tourists in is still left behind compared to other Indonesia is a rich country countries in South East Asia such with great potency that can be as Thailand, Malaysia and developed for tourism industry. Singapore. From Aceh to Papua, Indonesia is Table 1. Number of tourist arrivals among rich with all natural beauty and South East Asian Countries in cultural diversity to support 2016 Number of No Country tourism business which expected to Arrivals 1 Thailand 12.024.000 attract more tourists visits, both 2 Malaysia 26.757.000 3 Singapore 12.913.000 domestic and international. 4 Indonesia 12.024.000 However, despite of having Source: Asia Tourism Trends 2017 those all potency, the number of Rupat Island is an island that tourist arrival, especially is located in Bengkalis Regency of

55 Riau Province. It has an area of the local tourists, not to the approximately 1.500 km2 and international. inhabited by about 47.000 people. Video has several This island has various natural and advantages in advertisement cultural tourism objects and because the combination of visual attractions. There are several well- and audio and it works well in known beaches in Rupat Island delivering the messages and such as Beting Aceh Beach, Pesona attracting viewers' attention. Beach, Ketapang Beach, Lapin Therefore, visual and composition Beach, Alohong Beach, and mix of colors, sounds, and motions, Makeruh Beach. Not only rich in the video's view apparently alive so natural, Rupat Island is also gifted the information will be easier to be with cultural and traditions. Among accepted by the viewers. Therefore, well known cultural attractions making a video to promote tourism including Suku Akit Tradition, in Rupat Island can be very helpful Zapin Api Dance, Mandi Safar for the government of Bengkalis Festival, etc. Besides, there are Regency to promote tourism some historical places that must be objects and attractions in Rupat visited while in Rupat, such as Island. Putri Sembilan Tombs and also the By promoting the natural Twin Light Houses. beauty and cultural diversity of Although the government of Rupat Island, it is expected that a Bengkalis Regency has made some lot of people getting to know about promotional items to promote the existence of the Rupat Island, tourism in Rupat Island, such as and the more people who want to books, brochures, profile, etc, visit this island. however, written promotional items Based on the above are of course not as interesting as background, this study will be the audio-video ones. In addition, focused on the making of most of promotional items were promotional video in English to made only in Bahasa. It means that promote tourism objects in Rupat the promotion is only directed to Island.

56 tourism is an activity which a person/group of people traveling to REVIEW OF RELATED LITERATURE a new place for temporarily for fun, getting new experience and to Related Theory develop mind - not to making The Nature of Tourism money, but to spend money instead. Definition of Tourism Tourism is the activities of The Nature of Video persons traveling to and staying in Video is an electronic medium places outside their usual for the recording, copying, play environment for not more than one backing, broadcasting, and consecutive year for leisure, displaying of moving visuals and business and other purposes (WTO, audio media. 2003 in Pitana & Diarta, 2009) The form of direct advertising According to the Leiper, in involves the use of electronic Richardson & Flicker, (2004: 6): devices to present audio visual “Tourism comprises the ideas and advertising messages that have opinion people hold which shape been captured in the form of their decision about going on trips, about where to go (and where not video-tapes, CDROMs, or DVDs. to go) and what to do or not to do, This form of advertising involves about how to relate to other tourists, locals, and service capturing key visual and audio personnel. And it is all the information about a brand and behavioral manifestations of those ideas and opinions”. distributing the information to AJ Burkart and S. Malik in business customers or to final Soekadijo (2000: 3), stated that consumers for projection on tourism means the displacement of computer monitors or television people for a while and in a short screens. time period to the destinations One of the fastest growing outside the places where they live forms of advertising is video ads in and work. internet, called websites, which are Based on the above videos advertisements that run as a definitions, it can be concluded that series of episodes on websites. As

57 noted earlier, video advertisements are some social medias that mostly are audiovisual advertisements that used to promote products in media are compressed into manageable such as through WhatsApp, file sizes and range in length from Facebook, Twitter, Instagram, 15 seconds to several minutes. BBM, etc. (Shimp, 2008). The Nature of Speaking One of popular videos is a Tarigan (1990:3-4) defines marketing video. Marketing videos that speaking is a language skill are used to promote an that is developed in child life, organization or products and to which is produced by listening create awareness among skill, and at that period speaking consumers. Marketing videos skill is learned. production ranges from television Based on Competence advertisements to internet Based Curriculum, speaking is one commercials and viral videos. of the four basic competences that the students should gain well. It has The Nature of Promotional an important role in Media communication. Speaking can find Promotion through media in spoken cycle especially in Joint such as mass media, electronic Construction of Text Stage media and social media is popular (Departmen Pendidikan Nasional, in this internet area, but the using 2004). In carrying out speaking, of social media as promotional students face some difficulties - strategy can be said more effective. one of them is about the language Nowadays, people make interaction its self. In fact, most of students get and connection with the others difficulties to speak even though through social media. Therefore, they have a lot of vocabulary and the opportunity to introduce the have written them well. The object/product to number of problems are afraid for students to viewers in social media is make mistakes. continuously increasing. Harmer in Tarigan, 1990: According to Chianasta and 12 writes that when teaching Wijaya (2014:2) states that there

58 speaking or producing skill, we can beauty of its nature and culture, apply three major stages, those are: this research had been able to 1) Introducing new language provide complete information 2) Practice about Ambon for the tourists. 3) Communicative activity. Goenawan, et.al (2013) in Verderber and Sellnow their study entitled “The Design of (2008) explains that public Promotional Video of Bawean and speaking is defined as a It’s Supporting Media”. Bawean conversation-oral presentation that Island is one of the remote islands is usually delivered formally-in which is located in the middle of conditions of the audience gathered the waters of the Java Sea, and has in a formal context for listening or a lot of natural potency to be during informal conversations. In developed in many aspects, the making of a video, besides including tourism. This study having good quality of the video concluded that in fact, there are and audio, the capability of the still many remote areas throughout presenter in delivering speech is Indonesia which received less also necessary. attention from the government. Therefore, for the purpose The above studies show that of making promotional video, a through watching the documentary good quality presenter who masters videos, people (tourists) are able to skills related to the art of public know clearly the destination that speaking is really necessary. they have never known before. Related Study Different from the studies above, William Jauw, et.al (2012) this video was made by using in their study entitled “The Design English language. This promotional of Promotion of the Beauty and video can also indirectly help the Culture of Ambon through Audio Department of Tourism and Visual Media” concluded that Culture of Bengkalis Regency in people need to know that Ambon their efforts to promote tourism and also has its beauty which deserves culture of Rupat Island. to be exposed and seen by others (the tourists). By exposing the Related Product

59 The first related product is a The product produced documentary video about tourism through this study is something in Bengkalis Regency made by one different from the related products of students of State Polytechnic of mention above. This study was Bengkalis, Maya Sari (2015). This focused on promotional video video contains information about making in English to promote tourism objects in Bengkalis tourism objects in Rupat Island, regency to promote them to the Bengkalis Regency of Riau international tourists. The duration Province. of this video is 10 minutes and use METHODOLOGY OF STUDY English as its narration language. The next similar product is Method of the Study The method used in this a video entitled "Bawean Island, study is a descriptive research. Your Own Hidden Paradise ". The According to Sugiyono (2012: 13) video was made to promote the descriptive research is a research tourism in Bawean Island, Ambon. conducted to determine the value This promotional video contains of an independent variable either a several tourism objects as potential variable or more (independent) destinations for the tourists in without making comparisons or Bawean, such as Noko island of connecting to the other variables. Gili, the atmosphere of sunset over For this study, the the Djukong (Bawean’s descriptive method was used to transportation), Turkish Meshes explain every step in creating the Lanjheng, Mayangkara Beach, product (the video). Lake Kastoba, Sumberlaras Equipment and Material Waterfall, and many more. In addition to natural attractions, this Equipment The equipments that used in video also contains footage of the this study including hardware and distinctive culture of the island of software. Bawean, namely Pencak Silat Bawean. Hardware

60 There were several hardware photos. This application was equipment used in making the used to convert the files of this product of this study. The study. following were the equipment and c. Movie Maker Application their use for this study: Movie Maker is an application a. A computer to edit the picture used to process the video in and the video and search the materials, order to the video will be more b. A microphone for the dubbing interesting. It was used to edit process, c. A video camera to capture the the video of this study. pictures and videos, and d. A flash disk to save the files of d. Internet materials. Internet was very helpful to Software find various information There were several software related to the objects and other used to create this video. info related to the product. a. Adobe Premiere Pro Material Application The materials that were needed Adobe Premiere Pro is a video to create the product, such as: editing program. It is part of a. Pictures and videos related to the Adobe Creative Suite, a tourism objects and attractions in Rupat Island suite of graphic design, video b. Literatures (books, magazines, editing, and web development and articles) about tourism objects and attractions in applications made by Adobe Rupat Island Systems. This application was c. Verbal information from the local people related to tourism used to edit the video of this objects and attractions in study. Rupat Island. b. Format Factory Application Procedure of the Study Format Factory is an application that serves to Data Collection Technique change the format of a file The data collection techniques from one format to another as which were used in this study desired. Format Factory works including: for audio files, video and 1. Literature Study

61 The first data collection This video is mixed of movie technique for this study is a (motion) and pictures (non-motion) literature study. The data collected which are also supported with short for this study was taken from description about the objects or books, articles, magazines, and also attractions. internet. The duration of the video is 2. Interview about 16 minutes and it was guided Interview that has been by a presenter/narrator. conducted in this research was by The whole 16 minutes of the asking the questions to the video can be described through the respondents who live around the following outlines: tourism objects. In this method, the Table 2 Outlines of the Video Time interview was used to support and Scene (in minutes) clear the data about tourism in 00:00-00:10 Title of the Video Rupat Island. 00:10-00:40 Introduction by Presenter 00:40-02:10 Beting Aceh Beach 3. Observation 02:10-03:40 Pesona Beach The observation for this study 03:40-04:10 Ketapang Beach was done through coming and 04:10-05:40 Lapin Beach 05:40-07:10 Medang Beach seeing directly the tourism objects 07:10-08:40 Makeruh Beach and attractions in Rupat Island. 08:40-09:10 Akit Tribe Culture 09:10-10:40 Fire Zapin Dance Product Design a. Audio (sound and background) 10:40-12:10 Mandisafar b. Video (motion) 12:10-13:40 Sembilan Dara Tombs c. Pictures (non-motion) 13:40-15:10 Twin Light Houses d. Presenter 15:10-15:30 The Closing e. Description

The product of this study was RESULT AND DISCUSSION The Process of Making in the form of a promotional video Promotional Video in English presented in English about tourism In making promotional objects (nature) and attractions video in English to promote Rupat (culture) in Rupat Island of Island, there were some steps had Bengkalis Regency. been done. The steps including:

62 Collecting the Materials video. After collecting the The first step was collecting materials and videos, the script the materials. The materials were needed to be done before recording taken from the Department of the voice. The script described each Cultural, Tourism, Youth and tourism object in Rupat Island, Sports of Bengkalis Regency, such as the attraction in each making interview with people who tourism object, what special thing live around the tourism objects, tourism object has, how to get to doing direct observation towards the objects, and other description of the tourism objects, using internet the tourism objects. and written literatures to find Shooting Process various information for the study. Video of tourism objects in The materials needed for making Rupat Island was directly taken this promotional video including from several tourism objects, pictures, videos and information of including Pesona Beach, Lapin tourism objects especially Beach, Makeruh Beach, Ketapang information about the attractions, Beach, Twin Light Houses, and accessibility, and other information Putri Sembilan Tombs. In shooting related to tourism objects in Rupat the video, the writer used video Island. camera tools such as Canon EOS digital 600d. For the culture tourism, the writer took several videos from youtube and other sources because of those events were implemented only in specific Figure 1 A Picture for the Promotional Video of time. While shooting the video, Rupat Island there were few tourists who came Creating the Video Script to the tourism objects because it Video script is a written text was not holiday time. The shooting that explains more about the of video took time about three tourism objects that will be days. informed by the narrator of the Recording the Voice

63 The next step was recording The English Promotional the voice. Recording the voice is video about tourism objects in one of the process in making the Rupat Island has the duration video. The media used in recording around 16 minutes. the video is a hand phone. 1. The opening of the video Someone with good pronunciation The opening of the video was needed to be the narrator. The contains pictures to introduce the narrator explained more about each creator of the video written in tourism object. The process of English and Bahasa Indonesia. recording the voice was done in a. In English: “This video is a final project product created quiet room in order to have a clear by: Elfera Rosianta, a student voice recording. of Business English Study Program of State Polytechnic Converting the Files of Bengkalis”. b. In Bahasa Indonesia: “Video The program used for ini adalah hasil karya Tugas editing video does not support any Akhir yang di buat oleh: Elfera Rosianta, Mahasiswa program types of file, so it needs to be studi Bahasa Inggris Bisnis converted before editing the video. Politeknik Negeri Bengkalis. Application used for converting the 2. The title of video files was Format Factory. The title of the video comes up at the beginning of the video. Editing the Video The title is ‘Rupat Island, This step was to combine Paradise of the Sea’. the video, voice, and music 3. The First Minute of the video background together. The process The first minute of the of editing the video was done using video showed the opening of the Movie Maker Program as explain video that was opened by the in chapter III before. The process narrator named Zulkarnaen. He took such a long time to be done explained what would be showed because the writer has very limited and explored in this video. skills in editing a video. Table 3 The First Minute of the Video Exact The Result of the Product Title Narration Duration

64 00:00:26 Opening “Tak kenal maka tak – cinta” Figure 3 00:01:40 It is the perfect word to A Scene at the Second Minute of the say about this moment. Video Assalamu’alaikumwr.wb 5. The third and the fourth minute and welcome to Rupat of the video Island, the Paradise of The third and fourth minute the Sea. This video is made for promoting of the video showedBeting Aceh Rupat Island as …. (up to minute 00:01:40). Beach the video contained the information of this beach that was described by the narrator. Table 5 The Third and Fourth Minute of the Video

Exact Tourism Narration Duration Object Figure 2 00:03:20 Beting Beting Aceh A Scene at the First Minute of the Video – Aceh beach is one of 00:04:59 Beach the tourism 4. The second minute of the video destination that offers a thousand The video shows Rupat of beauty. This beaches located Island in general along with in Rupat island. This wonderful narrator voice and background island is … (up to music. minute 00:04:59). Table 4 The Second Minute of the Video Except Title Narration Duration 00:01:40 – Tourism Rupat Island is an 00:03:20 Objects island that is located in in Bengkalis Rupat Regency of Riau Island Province. This island has an area of 1524.84 km2, it is actually a Figure 4 combination of four A Scene at the Third and the Fourth islands that … (up to Minute of Video minute 00:03:20).

4. The fifth minute of the video Pesona and Lapin Beach showed at the fifth minute of the video. The video showed Pesona and Lapin Beach along with the

65 narrator’s voice and background Exact Tourism Narration Duration Object music. 00:06:06 Ketapang Wonderful! It is – Beach a perfect word Table 6 00:07:27 to say about this The Fifth Minute of the Video beach. It is Exact Touris Narration named as Duration m Ketapang Beach Object which is located 00:04:59 Pesona Guys, this one of in Sungai – and the beaches exists Cingam village. 00:06:05 Lapin in Rupat Island It is also one of Beach what we call as the favorite Pesona Beach. It tourism is located in destinations in Tanjung Medang, Rupat Island. Rhu village, This beach Rupat Utara offers … (up to District of minute BengkalisRegency 00:07:27). . This beach keeps the different beauty from ….. (up to minute 00:06:05).

Figure 6 A Scene at the Sixth and Seventh Minute of the Video 6. The eighth minute of the video Figure 5 A Scene at the Fifth Minute of the Video Makeruh Beach showed in the eighth minute. This house 5. The sixth and seventh minute of the video described by narrator with the The sixth until the seventh background music. minute of the video Table 8 showedKetapang Beach. The video The Eighth Minute of the Video Exact Tourism Narration showedeverything that is existat Duration Object 00:07:28 Makeruh Ketapang Beach. The video of – Beach Makeruh beach 00:08:11 is located in motocross event was gotten from Rupat District.This one of photographers in Rupat beach is known Island that works in a studio named as the richest biodiversity in ‘Potrait Studio’. Rupat Island. There are many Table 7 kinds of sea The Sixth and Seventh Minute of the Video birds which

66 are…. (up to minute 00:08:11 Figure 8 A Scene at the Ninth Minute of Video

8. The tenth minute of the video The tenth minute of the video showed Mandi Safar Festival with the narration’s voice to tell Figure 7 about history of this festival. A Scene at the Eighth Minute of the Video Table 10 7. The ninth minute of the video The tenth Minute of the Video

The ninth minute of the Exact Tourism Narration video showed Akit Tribe Culture Duration Attraction 00:09:50– Mandi Mandi Safar with the narration’s voice to tell 00:10:50 Safar festival is the Festival most about history of this tribe. prestigious event in Table 9 Rupat Island. The Ninth Minute of the Video It has become one of annual Exact Tourism Narration events held Duration Attraction by Minister 00:08:12 Akit Tribe Do you know of Cultural – Culture guys? Rupat and Tourism 00:09:49 Island not of Riau only has Province. many This event wonderful held on …. beaches, but (up to minute it has also 00:10:50). various of cultural diversity. One of them is the Suku Akit Tradition. At the 17th century, … (up to minute 00:09:49) Figure 9 A Scene at the Tenth Minute of Video

9. The eleventh minute of the video

67 The eleventh minute of the Exact Tourism Narration video showed Zapin Api Dance Duration Object with the narration’s voice to tell 00:11:26– Sembilan Sembilan Putri 00:12:35 Putri tombs is a about history of this festival. Tombs historical site in RupatIsland.It is located in Putri Table 11 Sembilan village The Eleventh Minute of the video of Rupat Utara District. This Exact Title Narration site has been Duration opened since 00:10:51– Zapin Zapin Api dance 2005. There are 00:11:25 Api is one of the nine tombs in Dance cultural exist in this grave yard this island. This complex which kind of dance is is … (up to really attractive. minute The dancers use 00:12:35). fire as the media of the dancing. This dance are usually performed by men. This dancing is one part of Malay tradition that shows… (up to minute 00:11:25). Figure 11 A Scene at the Twelfth Minute of Video

11. The Thirteenth to fifteenth minute of the video The Thirteenth to fifteenth minute of the video showed Twin Figure 10 Light Houses with the narration’s A Scene at the Eleventh Minute ofthe Video voice to tell about history of this place. 10. The twelfth minute of the video Table 13 The twelfth minute of the The Thirteenth to fifteenth minute of the Video video showed Putri Sembilan Duration Title Narration Tombs with the narration’s voice to 00:12:36– Twin Twin light 00:15:23 Light houses are tell about history of this place. Houses usually called as Twin Towers which used for Table 12 shipping code The Twelfth Minute of the video for

68 International the editing of the video, so that the shipping system. It used to … (up video will be better . The angle of to minute 00:15:23). the video shooting is not good, so that it doesn’t show the beauty of the beach in a whole. Since the video has been made by taking some videos from Youtube, it makes the quality is not the same, so that the quality is not good. Figure 12 Furthermore, the video has many A Scene at the Thirteenth to fifteenth Minute of Video interesting contents to watch.

12. The End of the Video Department of Tourism, Culture, Youth and Sport of Bengkalis The end of the video has the Regency duration from minute 00:15:47 up Mrs. Umi Suryani, the head of to 00:16:22. The last part of the Tourism Devision of Culture, video contains the closing word, Youth and Sports Department of the title of the video, the narrator, Bengkalis Regency said that this the editor, the source of the videos, video is good enough and can be and some thank-you notes for received as a media to promote several villages/villagers who had Rupat Island in the future. given their contribution and Unfortunately, there were still information towards the movie. some weaknesses exists in this Evaluation and Suggestion video, such as low quality of the

The Videographer of RTV video and there are some tourism Bengkalis objects and events that are not

The videographer of RTV showed in this video. Bengkalis, Mr Didi Zayadi said Furthermore, she suggested that this video will be better if it that it needs to be added some was edited by other applications tourism objects and attractions such because there are many new as Rumah Pengintai Burung and applications that can be used for

69 Rupat Beach Festival that will be Problem in shooting the video conducted on July 14th-16th 2017. Another problem wasthe process of shooting the video.The The Lecturer of Business English distance and the accessibility Study Program The lecturer of Business weresome of the problems facing English Study Program of State in shooting the video directly in Polytechnic of Bengkalis, Mrs. each tourism object. Aprizawati, gave positive response Problem in editing the video to this video. The making of this The less skill in editing the video was good and interesting to video was also the problem in promote and introduce Rupat making this promotional video, it Island to local, regional and needed much time to edit the video international tourists.We can really in order to the video better. see the beauty of Rupat Island CONCLUSION AND through watching this video. SUGGESTION However, she also stated some Conclusion weaknesses of this video, such as The product of this study is in the background music/sound which form of promotional video narrated is not clear enough, the fonts and in English. This video has the color of the video that should be duration of about 16 minutes improved, and also a suggestion to contained motion pictures and add another background music in description/narration in purpose of the opening of the video. promoting tourism objects and Problems attractions in Rupat Island of In making thispromotional Bengkalis Regency of Riau video, the writer faced some Province. There are several natural problems, as follows: tourism objects showed in this Problem in collecting material video such as: Beting Aceh Beach, The first problemwas limited Pesona Beach, Ketapang Beach, information available related to Lapin Beach, Medang Beach and each the tourism objects. It made Makeruh Beach. For cultural difficulty in creating the script for tourism attractions including: Suku the video narration.

70 Akit Tradition, Zapin Api Dance, For the tourists both Mandi Safar Festival, Sembilan national and international, it is Dara Tombs and the Twin Light suggested for them to enjoy the Houses. attraction of tourism objects in Suggestions Rupat Island directly since the After doing the research and video that had made can only show making and evaluating the product, you little pieces of the whole some suggestions can be drawn as paradise - Rupat Island. follows: For Business English Study REFERENCES Program ______, Asia Tourism Trends It is necessary for Business 2017, Global Tourism Economy Research Centre, Macau SAR. English Study Program to have classes that give basic knowledge Arikunto, Suharsimi. 2002. Metodologi penelitian. about designing and multimedia Jakarta: PT. Rineka Cipta. applications. It helps to make Burkat, AJ and Malik, S. 2000. students easier in making products Tourism, past, present, and for their final projects. future, second edition. Michigan University: For Department of Cultural, Heineman. Tourism, Youth and Sport of Bengkalis Regency Chianasta, F Pratama and Wijaya, Sandi. 2014. The impact of Tourism is one of important marketing promotion media aspects to increase the economic in on people’s buying decision of lenovo in internet era : A regency, so it would better for survey of social media users government of Bengkalis in Indonesia. Indonesia: International Journal of Regencyto make various Scientific and Research promotional itemsincluding Publications. English promotional video to Goenawan, et.al. 2013. The design promote Bengkalis Regency, of promotional video of bawean and it’s media especially Rupat Island to both supporting media. national and international tourists. Surabaya: University of Kristen Petra. For the Tourists Jauw, William, et.al. 2014. The design of a promotional of

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