Pitaloka, Ajeng Dyah (2026) Strategi Komunikasi Pemasaran Ekowisata Kebun Teh di Kota Pagar Alam Provinsi Sumatera Selatan. (Marketing Communication Strategy of Tea Plantation Ecotourism in Pagar Alam City, South Sumatra Province). Undergraduate thesis, Universitas 17 Agustus 1945 surabaya.
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Abstract
This study examines the marketing communication strategies implemented in the development and promotion of Tea Plantation Ecotourism in Pagar Alam City, South Sumatra Province. As one of the leading nature-based tourism destinations, the Pagar Alam Tea Plantation possesses significant potential, including vast tea plantation landscapes, cool weather, the scenic panorama of Mount Dempo, and an environmentally based tourism concept. However, this potential still faces several challenges, particularly in optimizing digital promotion, strengthening destination branding, and expanding tourism market reach, which is still largely dominated by domestic tourists. Therefore, marketing communication strategy plays an important role in increasing destination attractiveness and tourist visits. This study aims to analyze the marketing communication strategies carried out by the Pagar Alam Tourism Office and the management of Tea Plantation Ecotourism in promoting the tourism destination. The research employed a descriptive qualitative approach using the Integrated Marketing Communication (IMC) theory proposed by Philip Kotler and Kevin Lane Keller. Research data were collected through in-depth interviews, observations, and documentation involving informants from the Tourism Office, tourism managers, tourism object analysts, and tourists. The findings indicate that the implementation of an integrated marketing communication strategy has successfully increased the visibility of the tourism destination, strengthened the image of Tea Plantation Ecotourism as a leading nature-based tourist attraction in Pagar Alam City, and encouraged greater interest in visiting the destination. This study is expected to contribute to the development of tourism marketing communication studies and serve as a recommendation for local governments and tourism managers in designing more effective and sustainable promotional strategies.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Marketing Communication Strategy, Integrated Communication (IMC), Ecotourism, Pagar Alam Tea Plantation, Tourism. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152200370 Ajeng Dyah Pitaloka |
| Date Deposited: | 12 Nov 2026 04:23 |
| Last Modified: | 12 Nov 2026 04:23 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/46798 |
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