Factor Analysis of Integrated Marketing Communication (IMC) Implementation on The Development of Nature-Based Tourism Villages in Bali Province

Luh Linna Sagitarini (), Made Sudiarta and Ayu Dwi Yulianthi
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Luh Linna Sagitarini: Politeknik Negeri Bali, Tourism Department
Made Sudiarta: Politeknik Negeri Bali, Tourism Department
Ayu Dwi Yulianthi: Politeknik Negeri Bali, Tourism Department

A chapter in Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024), 2024, pp 618-626 from Springer

Abstract: Abstract This study examines how integrated marketing communication influences the administration of nature-based tourism villages and determines the extent to which it directly affects these villages. These elements include advertising, sales promotion, direct marketing, public relations, sponsorships, exhibitions, packaging, merchandising, and sales management concerning the management of Bali’s nature and environment-based tourist villages, as well as the factors that have the greatest impact on this management. Using the following criteria (1) Pioneering, (2) Developing, (3) Advanced, and (4) Independent appropriate strategies and priorities can be established for the development of Nature/Environment Based Tourism Villages in Bali Province. The study approach makes use of a combination of qualitative and quantitative methodologies, descriptive methods are used to pick up to five tourist communities that fit the inclusion criteria through purposive sampling. The Tourism Village manager gathered primary data by having residents complete questionnaires, and other reports that were pertinent to the research analysis were used to gather secondary data. Software called Smart PLS, a variant-based structural equation analysis (SEM) tool that can simultaneously evaluate measurement and structural models, is used to analyze influencing factors. The influence shaper IMC internal factors viz categories village tour was determined by SEM analysis of the influence internal factors (IMC) category tour. Internal factors (F1) of 0.521 or 52.1% substantially influence tourism (Y).

Keywords: Category Village Tour; Integrated Marketing Communication; Village Tourism (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-622-2_68

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