| 000 | 02614nam a2200229 4500 | ||
|---|---|---|---|
| 003 | APU | ||
| 005 | 20230626121825.0 | ||
| 008 | 181012b2017 xxu||||| |||| 00| 0 eng d | ||
| 050 | _aPM-31-90 | ||
| 100 | 0 |
_aAZALIA GERUNGAN (TP052030) _940476 |
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| 245 | 1 | 0 |
_aAN EXPLORATORY STUDY OF MARKETING COMMUNICATION IN SCUBA DIVING BUSINESS : _cAZALIA GERUNGAN. _bA CASE OF NUSA PENIDA, BALI / |
| 260 |
_aKuala Lumpur : _bAsia Pacific University, _c2019. |
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| 300 |
_axiv, 126 pages : _billustrations ; _c30 cm. |
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| 502 | _aA thesis submitted in fulfillment of the requirements for the award of the degree of M.Sc in International Business Communication (UCMF1808IBC). | ||
| 520 | _aThis 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. | ||
| 650 | 0 |
_aCommunication in marketing _940477 |
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| 650 | 0 |
_aSales management. _940478 |
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| 650 | 0 |
_aSales promotion _zBali, Indonesia. _940479 |
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| 700 | 0 |
_aDr. Chia Kei Wei _eSupervisor. _948439 |
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| 856 | 4 | 0 |
_uhttps://cas.apiit.edu.my/cas/login?service=https://library.apu.edu.my/apres/ _yAvailable in APres _z- Requires login to view full text. |
| 942 |
_2lcc _cMasters Theses |
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| 999 |
_c383327 _d383327 |
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