Research Article
Effectiveness Comparation of Marketing Bali Spirit Festival: Conventional and Digital Media Promotion Towards the Visitor Interest
@INPROCEEDINGS{10.4108/eai.9-10-2019.2291140, author={I Nengah Wirata and Amirosa Ria Satiadji and Luh Putu Citrawati and Ketut Arjaya and Ida Ayu Sutarini and IGA Ratih Asmarani}, title={Effectiveness Comparation of Marketing Bali Spirit Festival: Conventional and Digital Media Promotion Towards the Visitor Interest}, proceedings={Proceedings of the 1st Padjadjaran Communication Conference Series, PCCS 2019, 9 October 2019, Bandung, West Java, Indonesia}, publisher={EAI}, proceedings_a={PCCS}, year={2020}, month={1}, keywords={marketing bali; spirit festival; conventional media promotion; digital media promotion; visitor interest}, doi={10.4108/eai.9-10-2019.2291140} }- I Nengah Wirata
Amirosa Ria Satiadji
Luh Putu Citrawati
Ketut Arjaya
Ida Ayu Sutarini
IGA Ratih Asmarani
Year: 2020
Effectiveness Comparation of Marketing Bali Spirit Festival: Conventional and Digital Media Promotion Towards the Visitor Interest
PCCS
EAI
DOI: 10.4108/eai.9-10-2019.2291140
Abstract
MICE and event are one of many tourism factors with a major level of development and high execution level in Indonesia, especially Bali. Bali Spirit Festival is one of international yoga festival held for 8 days in Ubud - Bali by Bali Spirit Group. Without the use of mass communication media, Bali Spirit Group would never reach a sensational number of visitors. There’re a lot of views on the use of mass communication media as a promotion media, thus, it encourages the occurrence of the research on the effectiveness comparison of Bali Spirit Festival’s conventional and digital media promotion towards the visitor’s interest. Hypothesis test results are the usage of conventional and digital media (partially) effective and have a significant effect to attract visitor’s interest. Contribution amount given by conventional media towards visitor’s interest is 32,7% and the other 67,3% are caused by other factors which was not researched in this study, while digital media contribution amount is 35,4% and the other 64,6% are also caused by other factors which was not researched in this study. Therefore, Bali Spirit Group shall improve the usage of mass communication media, especially digital media as Bali Spirit Festival’s promotion media by using related event key words or hashtags.
