Strategi Komunikasi Pemasaran kawasan ekowisata berbasis masyarakat (kasus: Taman Nasional Gunung Halimun Salak)

Abstract

Indonesia is a beautiful country which has its own biodiversity that many people inside and outside the country use it as their destination. The flora and fauna of Indonesia consist of many unique varieties of tropical biodiversities. On the other side, deforestation is a major problem in Indonesia, as a highly populous country with the tendency of rapid industrialisation, the need of natural resources and land also increases. In order to maintain the balance between the need of economical growth of the country and the preservation of its natural heritage, ecotourism may be one solution to this problem. Using the biodiversity, Indonesia may improve the economical status of its issolated regions. Nowadays, Indonesia has been trying to develop its ecotourism, beside outstanding the potentions of its nature, community-based ecotourism that is also become one of the assets of Indonesia which is need to be promoted. Community-based ecotourism may become the concept of tourism which helps educate the traveler, provides funds for conservation, directly benefits the economic development and political empowerment of local communities, and fosters respect for different cultures and for human rights. One of the way to support the community-based ecotourism is to promote them. This is why marketing communication should get the attentions, so that community-based ecotourism can be a good assets not only for the government but also for the local community without disturb the balance of the nature. This research has it purpose to identify the efectivity of marketing communication and make the formulation of marketing communication strategy. This research used quantitative approache supported with qualitative approach to identify the efectivity of the communications marketing and to formulate the development strategy of communication strategy.