IMPLEMENTASI KOMUNIKASI PEMASARAN DESTINASI WISATA EDUTAINMENT DALAM PROMOSI WORLD OF WONDER THEME PARK

Abstrak

World of Wonders Theme Park merupakan destinasi wisata buatan berkonsep edutainment park di kawasan Citra Raya, Kecamatan Cikupa, Kabupaten Tangerang, yang dikelola oleh Ciputra Group. Di tengah persaingan antardestinasi wisata buatan di wilayah Jabodetabek, pengelola dituntut merancang komunikasi pemasaran pariwisata yang efektif guna membangun brand awareness dan menarik minat kunjungan masyarakat. Penelitian ini bertujuan untuk mengetahui dan menganalisis upaya komunikasi pemasaran pariwisata yang dilakukan dalam mempromosikan World of Wonders Theme Park pada tahun 2025, serta mengidentifikasi hambatan yang menyertainya. Penelitian menggunakan pendekatan deskriptif kualitatif dengan paradigma konstruktivisme. Data dikumpulkan melalui wawancara mendalam, observasi, dan studi dokumentasi terhadap empat informan kunci dari pihak pengelola (Sales Marketing, Marketing Communication, Staf Promosi dan Event, serta Staf Humas) dan dua informan pendukung dari kalangan pengunjung, kemudian dianalisis menggunakan teknik interaktif Miles dan Huberman serta diuji keabsahannya melalui triangulasi sumber. Hasil penelitian menunjukkan bahwa komunikasi pemasaran pariwisata World of Wonders dijalankan secara sistematis melalui perencanaan pesan, penentuan komunikator, penyusunan pesan berbasis edutainment, pemanfaatan bauran media digital dan konvensional, penentuan sasaran khalayak, serta dukungan koordinasi internal, sejalan dengan unsur-unsur Integrated Marketing Communication (IMC) Kotler dan Keller. Hambatan yang dihadapi meliputi keterbatasan anggaran promosi, koordinasi antarbagian yang belum optimal, keterbatasan sumber daya manusia dalam menghadapi adaptasi teknologi digital, serta persaingan antardestinasi wisata. Penelitian ini menyimpulkan bahwa efektivitas komunikasi pemasaran pariwisata destinasi buatan sangat bergantung pada konsistensi pesan, keterpaduan media, serta pengelolaan hubungan dengan pemangku kepentingan secara berkesinambungan.

World of Wonders Theme Park is a man-made tourist destination built on an edutainment park concept, located in the Citra Raya area, Cikupa Subdistrict, Tangerang Regency, and managed by Ciputra Group. Amid intense competition among man-made tourist attractions in the Jabodetabek region, the management is required to design effective tourism marketing communication to build brand awareness and attract visitors. This study aims to examine and analyze the tourism marketing communication efforts undertaken in promoting World of Wonders Theme Park in 2025, as well as to identify the obstacles encountered. The research employed a descriptive qualitative approach within a constructivist paradigm. Data were collected through in-depth interviews, observation, and documentation studies involving four key informants from the management side (Sales Marketing, Marketing Communication, Promotion and Event Staff, and Public Relations Staff) and two supporting informants from among visitors, then analyzed using the interactive technique developed by Miles and Huberman, with data validity examined through source triangulation. The findings indicate that World of Wonders' tourism marketing communication is carried out systematically, encompassing message planning, communicator determination, edutainment-based message formulation, the use of an integrated digital and conventional media mix, target audience segmentation, and internal coordination support, consistent with the elements of Integrated Marketing Communication (IMC) proposed by Kotler and Keller. The obstacles identified include limited promotional budgets, suboptimal interdepartmental coordination, limited human resources in adapting to digital technology, and competition among similar destinations. The study concludes that the effectiveness of tourism marketing communication for man-made destinations largely depends on message consistency, media integration, and sustained stakeholder relationship management