Asia Pacific University Library catalogue

A thesis submitted in fulfillment of the requirements for the award of the degree of M.Sc in International Business Communication (UCMF1808IBC).

This study aims at exploring the marketing communication efforts of the scuba diving tourism industry in Nusa Penida, Bali, from the perspectives of dive operators. A qualitative methodology approach is adopted. Based on the interviews conducted with ten managers and directors (the owners who also manage the diving business), this study explores the extent of understanding about integrated marketing communication (IMC) concept, the IMC tools used, their perceptions on Penida image as a diving destination, and to explore any problems related to IMC in Penida diving industry. The total time frame for data collections is 27 days consists of two rounds of observations and interviews. The findings reveal that there is a minimum apprehension on the concept of marketing communication that is integrated. This lack of integration in marketing communication potentially causes inconsistency and weak brand positioning in customers' minds. Another finding confirms that the IMC tool chosen contributes to the destination image through some marketing communication touchpoints, and diving businesses do some parts. Most of the diving businesses acknowledge digital marketing as an essential tool in marketing communication. These findings provide important practical implications for diving business managers. Future studies can be improved by conducting the study with another stakeholder group, such as the host community, government, or the divers. The future study can also be done with the same stakeholder group in other island or diving destination.