STRATEGI KOMUNIKASI PEMASARAN TERPADU EKOWISATA DI KEBUN RAYA EKA KARYA, BEDUGUL, BALI

Abstract

Ecotourism of Bali Botanical Garden, Bedugul, Tabanana Regency,
Bali, has been able to increase the number of visitors from time to
time though it is still far from the optimum level. In 2010-2011 the number of visitors at Bali Botanical Gardens was counted for 368.927 people. Based on the data, visitors interest to visit Bali
Botanical Garden are still low. Facing this problem, integrated
marketing communication strategy is needed.This paper discusses
implementation of integrated marketing communication concept
created by Philip Kotler to the market ecotourism at Bali Botanical
Garden, by using case study for qualitative research.The results of
this analysis show that implementing this concept made a better
relationship between Bali Botanical Garden and its visitors, also
increasing quantity of its visitors.