Research Article
Proposed Marketing Communication Model To Increase Interse Of „Foreign Backpackers“ To Visit Ciletuh Palabuhanratu UNESCO Global Geopark
@INPROCEEDINGS{10.4108/eai.16-11-2022.2326151, author={Herry Hudrasyah}, title={Proposed Marketing Communication Model To Increase Interse Of „Foreign Backpackers“ To Visit Ciletuh Palabuhanratu UNESCO Global Geopark}, proceedings={Proceedings of the First Jakarta International Conference on Multidisciplinary Studies Towards Creative Industries, JICOMS 2022, 16 November 2022, Jakarta, Indonesia}, publisher={EAI}, proceedings_a={JICOMS}, year={2022}, month={12}, keywords={backpackers motivation marketing communication linier regression intention to visit}, doi={10.4108/eai.16-11-2022.2326151} }- Herry Hudrasyah
Year: 2022
Proposed Marketing Communication Model To Increase Interse Of „Foreign Backpackers“ To Visit Ciletuh Palabuhanratu UNESCO Global Geopark
JICOMS
EAI
DOI: 10.4108/eai.16-11-2022.2326151
Abstract
Ciletuh-Palabuhanratu UNESCO Global Geopark (CPUGGp), is the first West Java Geopark located in the Sukabumi Region with UNESCO Global Geopark status in 2018. CPUGGp as a tourism destination, provides three geopark aspects to attract tourists such as: Geodiversity, Biodiversity, and Cultural Diversity . CPUGGp 2018, had the highest number of visitors at 1,175,258 visitors. In 2019 there was a drastic decrease of 26%, 873,894 visitors, while foreign visitors who came to CPUGGp were still 1%. The theoretical approach in this study uses customer analysis, external analysis (PESTEL), and internal analysis of activity resource-based models. The methodology for customer analysis uses multiple regression analysis. 1).Self-Development, 2).Knowledge & Cultural Heritage, 3).Meeting and Interacting with Local People, 4).Hanging out with Fellow Backpackers, 5). Excitement and Relaxation, are independent variables that are expected to present the motivation of foreign backpackers to visit CPUGGp. are independent variables that represent the motivation of foreign backpackers, while Visiting Intentions is the dependent variable. multiple regression analysis, the results that affect Intention to Visit are found in Self Development, Cultural & Heritable Knowledge, Mixing With Fellow Backpackers, and Relaxation. The results of this analysis will be developed into an Integrated Marketing Communication strategy to achieve Backpackers' motivation which is expected to increase.
