One of the tourism potentials of Surakarta City which is quite affected by the pandemic is the Taru Jurug Animal Park (TSTJ) Surakarta. Therefore, it is necessary to have a strategy in the implementation of communication and promotion from TSTJ Surakarta in order to continue to exist. The purpose of this study was to describe the marketing communication strategy of TSTJ Surakarta in order to increase tourists during the pandemic. This type of research is descriptive qualitative, with data collection through interviews, observation, and documentation. The results of the research show that the marketing communication strategy of TSTJ Surakarta is carried out with several criteria, including: implementing health protocols in tourist visits, socializing non-cash payments in the tourism process, optimizing education about flora and fauna through the use of the Instagram social media account @jurugsolozoo, and several supporting activities introduced in the TSTJ Surakarta tourist visit, such as: gowes tours, fun fishing, and animal care tickets. In addition, TSTJ Surakarta also provides merchandise as an effort to introduce tourism potential, as well as provide additional information about what is available at TSTJ Surakarta to tourists.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.