NEWS BANDUNG MINANGKALA FESTIVAL 2016 IN ONLINE MEDIA
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Abstrak
Promosi wisata Kota Bandung melalui Minangkala Bandung Festival (MBF) di media online merupakan strategi untuk meningkatkan kunjungan wisata. Penelitian ini bertujuan menganalisis isi pemberitaan MBF di media online selama kurun waktu Agustus-Oktober 2016, dengan fokus kajian mendeskripsikan pemaknaan pesan yang disampaikan dalam promosi wisata Kota Bandung. Metode yang digunakan adalah teknik analisis isi dengan pendekatan kuantitatif, selanjutnya melakukan interpretasi data pemberitaan dalam substansi destination branding. Hasil penelitian menunjukkan bahwa promosi wisata melalui MBF 2016 telah memuat lima tahapan destination branding, dimana prosentase terbanyak adalah yang memuat konten brand launch and introduction yang mengulas partisipasi warga Kota Bandung dan delegasi dari luar negeri, dan berdampak pada pembentukan persepsi dan realitas masyarakat dalam meningkatkan kunjungan wisata. Dilihat hasil frekuensi sumber informasi terbanyak adalah dari kalangan birokrat, konten berita tebanyak berisi tentang topik review dan penyelenggaraan festival, dan kategori berita terbanyak bertema lifestyle, dengan penilaian tone berita yang lebih positif yang mampu memberi kesan baik bagi masyarakat. Agar promosi wisata melalui MBF sesuai harapan, hendaknya dibuat data maping yang terukur sebagai bahan monitoring dan evaluasi untuk diketahui perkembangannya secara signifikan. Kata Kunci: Minangkala Bandung Festival, promosi wisata, destination branding.
Abstract
Promotion tour of Bandung through the news Minangkala Bandung Festival (MBF) in the online media is a strategy to increase tourist visits. This study aims to analyze the contents of MBF news coverage in online media during the period of August to October 2016, with a focus of the study describing the meaning of messages conveyed in the promotion of tourism Bandung. The method used is the technique of content analysis with quantitative approach, then do the interpretation of news data in the substance of destination branding. The results showed that the promotion of tourism through MBF 2016 has contained five stages of destination branding, where the highest percentage is containing the content of brand launch and introduction which discussed the participation of citizens of Bandung and delegates from abroad, and has an impact on the formation of people's perception and reality in increasing the visit tours. The most frequent source of information was from bureaucrats, the topics contained about the topic of review and festival organizing, and the most news category themed lifestyle, with a more positive tone of news that could give a good impression to the public. In order to promote tourism through MBF as expected, should be made measurable maping data as monitoring and evaluation material to know its development significantly. Keywords: Minangkala Bandung Festival, tourism promotion, destination branding.
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Referensi
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