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

DOI

10.2991/978-94-6463-622-2_68How to use a DOI?

Keywords

Category Village Tour; Integrated Marketing Communication; Village Tourism

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).

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Luh Linna Sagitarini
AU  - Made Sudiarta
AU  - Ayu Dwi Yulianthi
PY  - 2024
DA  - 2024/12/31
TI  - Factor Analysis of Integrated Marketing Communication (IMC) Implementation on The Development of Nature-Based Tourism Villages in Bali Province
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2024 (ICoSTAS-SAS 2024)
PB  - Atlantis Press
SP  - 618
EP  - 626
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-622-2_68
DO  - 10.2991/978-94-6463-622-2_68
ID  - Sagitarini2024
ER  -