The Influence of Marketing Public Relation Toword And The Word of Mouth Communication ( On Study of The Tourist Object Taman Safari Indonesia Bogor)

DOI

10.2991/atf-16.2016.12How to use a DOI?

Keywords

marketing public relations, word of mouth communication

Abstract

This study was conducted to determine and analyze (1) the application of marketing public relations, (2) word of mouth communication on attraction Taman Safari Indonesia, (3) the influence of marketing public relations to word of mouth communication. The method used is quantitative with the type of explanatory research, which would explain the causal relationship between the independent variables on the dependent variable through hypothesis testing. This type of research is composed of descriptive and verification are implemented through data collection in the field. Data collection methods used in the form of a questionnaire, while the study sample is being travelers who happened to meet with investigators while being traveled visiting Indonesian safari park totaling 46 people. This study used a descriptive analysis of the frequency and method of simple linear regression. Based on the survey results revealed that (1) Marketing public relations are conducted by managers attraction Taman Safari Indonesia has done well. Marketing public relations is done through publications, events, sponsorship, news, speeches, public services and identity media activities, (2) Word of mouth communication is carried out by tourists can help disseminate information about attractions quickly. Travelers give recommendations on the other side of attractions Taman Safari Indonesia, telling positive things and encourage and influence others to visit the attraction in question, (3) There is a significant positive effect between marketing and public relations to the word of mouth communication. This shows the better marketing public relations the better the word of mouth communication about the attraction.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Atang Sabur
AU  - Dr. Sukmadi
PY  - 2016/05
DA  - 2016/05
TI  - The Influence of Marketing Public Relation Toword And The Word of Mouth Communication ( On Study of The Tourist Object Taman Safari Indonesia Bogor)
BT  - Proceedings of the Asia Tourism Forum 2016 - the 12th Biennial Conference of Hospitality and Tourism Industry in Asia
PB  - Atlantis Press
SP  - 85
EP  - 92
SN  - 2352-5428
UR  - https://doi.org/10.2991/atf-16.2016.12
DO  - 10.2991/atf-16.2016.12
ID  - Sabur2016/05
ER  -