mila Falma, Masful TOURISM MARKETING COMMUNICATION STRATEGIES DURING PANDEMIC. In: International Conference on Post-Pandemic Society (ICPPS). (Unpublished)
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Abstract
South Korea with the hallyu program has succeeded in increasing destinations to this ginseng country, including tourists from Indonesia. Every year the number of tourists from Indonesia to South Korea continues to increase. However, this number decreased drastically when the Covid- 19 pandemic occurred. According to the Korean Tourism Organization (KTO) Jakarta, there was a 68% decrease in the number of Indonesian tourists in the first half of 2020 compared to the previous year. This is due to the travel ban from the Indonesian government. However, this did not stop KTO Jakarta from continuing to promote. They collaborated with several Youtubers from Indonesia who were living in South Korea and also Korean Youtubers who made Indonesian-language content. One of them is Jang Hansol with his channel Korean Reomit. Hansol is a Youtuber from Korea who uses Indonesian as the language of instruction. Hansol lived in Malang from the age of 3 until he graduated from high school. He even attended an Indonesian school. Hansol is one of the Indonesian-language Korean Youtubers with the most subscribers, which is 4.8 m. This study aims to look at the marketing communication strategy of KTO Jakarta tourism during the pandemic. Meanwhile, this study uses a qualitative methodology with a description study of the content analysis of the vlog virtual tour content conducted by Hansol with sponsors from KTO Jakarta. From the results of this study, it is hoped that it can provide input to KTO Jakarta in the next marketing communication strategy, especially during the pandemic. It can also be used as input for parties related to tourism in Indonesia.
| Item Type: | Conference or Workshop Item (Paper) |
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| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Falsafah dan Peradaban > Ilmu Komunikasi-S1 |
| Depositing User: | Mr. Septiawan Jiwandono |
| Date Deposited: | 20 Dec 2022 02:33 |
| Last Modified: | 20 Dec 2022 02:33 |
| URI: | http://repository.paramadina.ac.id/id/eprint/692 |
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