Analisis Strategi Komunikasi Pemasaran Saloka Theme Park dalam Menarik Minat Kunjungan Wisatawan

Abstract

Saloka Theme Park is a recreational park located in Gumuksari, Lopait, Tuntang District, Semarang Regency, Central Java. An effective communication strategy is one of the key factors in attracting tourist visits. This research aims to evaluate the marketing communication strategy of Saloka Theme Park in building visitors’ interest, using the theories of Integrated Marketing Communication (IMC) and the AISAS model (Attention, Interest, Search, Action, Share). This research employs a qualitative approach with observation, interviews, and documentation methods, resulting in descriptive data. Data analysis was carried out through data reduction, data presentation, and drawing conclusions. The findings indicate that Saloka Theme Park has implemented IMC elements well, with digital marketing emerging as the most prominent strategy. However, the implementation of digital marketing has not been fully integrated with the Share stage in the AISAS model, as visitors tend to prefer sharing their experiences directly with relatives rather than through digital platforms. Therefore, further evaluation is necessary so that the marketing communication strategy can better encourage visitors to share their experiences digitally.

Keywords: Evaluation; Marketing Communication Strategy; IMC; AISAS; Saloka Theme Park.