STRATEGI KOMUNIKASI PARIWISATA KOMUNITAS GENPI (GENERASI PESONA INDONESIA) DALAM MENARIK MINAT PEGUNJUNG DESTINASI DIGITAL PASAR CIKUNDUL SUKABUMI

Abstract

GenPI (Generation of Indonesian Enchantment) represents a community that contains a group of netizens who are interested in the world of tourism. One of the activities carried out by the GenPI community is to set digital goals that govern the market, one of which is the Cikundul Sukabumi Market. The aims of this study is the communication strategies of the GenPI Community in attracting digital visitors in the Cikundul market. The method that used by the researchers is a qualitative paradigm with constructivism and descriptive methods. Data collection techniques are carried out with literature and field studies. This research uses Destination Branding and Promotion Mix theory. Research results show indicate three important aspects of branding goals that support success in destination brand planning by developing Cikundul Market destinations, namely the first aspect is Postioning of the Cikundul Market in the GenPI community prioritizing targets for young people so that the most famous products in the Cikundul Market are selfie place. The second aspect is the differentiation of things that distinguishes this destination from other tourist destinations in Sukabumi City, namely Cikundul Market selling traditional foods traded using wooden coins, the seller also uses kebaya, and handicraft activities carried out by the community. The third aspect is branding, there is a brand image that is making the Cikundul Market name because it has historically taken from Cikundul hot spring natural tourism, brand identity or place identity in this destination cikundul hot air bathing, the GenPI community wants to develop Sukabumi natural attractions and make digital directives, the identity of the place on the Cikundul Market that is the logo made is an aerial image that signifies the Cikundul Market is located in a hot air bath, as well as the tagline used on digital called the "current market". For the Mix Promotion results the GenPI community uses digital media as an online promotion media for the GenPI community in Sukabumi.