Efektivitas Media Komunikasi Pemasaran Kampoeng Wisata Cinangneng

Abstract

Indonesia has a great potential to develop agrotourism. Agrotourism which is using community based tourism is Kampoeng Wisata Cinangneng. Increasing number of companies of agrotourism make every manager trying to introduce the excellence and to maintain the existence of other agrotourism company through marketing communication media. The purpose of this study was to identify the characteristics of tourists and media exposed of marketing communication media; analyze the effectiveness of marketing communication media; analyze the relationship between the characteristics of tourists and media exposed of marketing communication media to the effectiveness of marketing communication media. This study combined quantititve approach and supported by qualitative data. The results showed the relationship between characteristics of tourists and effectiveness of marketing communication media on aspect of cognitive and conative, also the relationship between variety of media resources and receipt of message frequency with effectiveness of marketing communication media on aspect of cognitive