Marketing Communication Strategy in Developing Ecotourism Bukit Kendeng (Camping Ground) Village Sumber Jaya Sub-district Way Ratai Pesawaran District Lampung Province

  • Immawati Asniar Muhammadiyah University of Lampung, Indonesia
  • Warsiyah Warsiyah Muhammadiyah University of Lampung, Indonesia
  • Andhika Eka Pratama Muhammadiyah University of Lampung, Indonesia
  • Khaisya Aura Ismanda Muhammadiyah University of Lampung, Indonesia
  • Ahmad Pitra Management and Science University, Malaysia
DOI: https://doi.org/10.51699/cajitmf.v6i1.829
Keywords: Communication, Marketing, Ecotourism

Abstract

The purpose of this study is to analyse the strategy of marketing communication in the development of the ecotourism Bukit Kendeng (Camping Ground) in Sumber Jaya Village, Way Ratai District, Pesawaran Regency, Lampung province. With beautiful panoramas, cool air and the attractions of Ciupang waterfall, Kendeng Hill has potential to become a nature based tourist destination. The descriptive qualitative research approach is used in this research with data collection through observation, interviews and document analysis. It found that on effective marketing communication strategies, information technology based promotions, through social media, website, billboards, promote the area visibility and attractiveness. Infrastructure and accessibility improvement, such as road improvement, public facility and thematic park arrangement offer a comfortable tourist experience for visitors. Presence of local community involvement in the management of the area under training and empowerment such as homestays, tour guides and production of local handicraft helps to improve economic welfare of the community. It provides a concept of conservation based ecotourism so that we can preserve environment and local culture. By integrating management of the area, collaboration with government, NGOs, and communities simultaneously augments multi stakeholder collaboration. Therefore, this research concludes that balance with the integration of approach of integrated marketing communication supported by community involvement and sustainable management is able to improve competitiveness Kendeng Hill as an ecotourism destination that is leader.

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Published
2025-01-31
How to Cite
Asniar, I., Warsiyah, W., Pratama, A. E., Ismanda, K. A., & Pitra, A. (2025). Marketing Communication Strategy in Developing Ecotourism Bukit Kendeng (Camping Ground) Village Sumber Jaya Sub-district Way Ratai Pesawaran District Lampung Province. Central Asian Journal of Innovations on Tourism Management and Finance, 6(1), 95-101. https://doi.org/10.51699/cajitmf.v6i1.829
Issue
Vol. 6 No. 1 (2025): January
Section
Articles

Copyright (c) 2025 Immawati Asniar, Warsiyah Warsiyah, Andhika Eka Pratama, Khaisya Aura Ismanda, Ahmad Pitra

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