Visitor Relationship Marketing: A Case Study in Samosir Tourism Area

Yossie Rossanty, Muhammad Dharma Tuah Putra Nasution, Irawan Irawan

Abstract


Visitor Relationship Marketing (VRM) is a critical idea and concept for enhancing marketing communications in order for a company to gain a competitive edge. The study shows correlations between the literature and related theories with the case study's conclusions. According to this qualitative study, COVID-19 instances influenced the VRM approach for hotels in the Samosir area. These issues are related to the Coordinating Ministry for Maritime Affairs and Investment regulations, which have established health standards for natural tourism sites in Indonesia. These measures and regulations are anticipated to increase local tourist visits to the new normal period while avoiding COVID-19 transmission. Health procedures will be implemented at nature-based tourism sites with a strong emphasis on the concepts of cleanliness, health, and safety (CHS). These principles are being implemented in order to boost visitor trust in Indonesia's post-Covid-19 tourism sector. Tourist sites, particularly those in the Samosir area, urgently need trustworthy communication actors, particularly stakeholders who might persuade and ensure that the tourist industry can be depended upon to enhance people's welfare and the national economy. Therefore, tourist sites should be adequately managed, beginning with site preparation and marketing initiatives to attract visitors. In order to promote this tourist destination, relationship marketing as an embodiment of marketing communication is required.VRM, based on the CHS principles, can help tourists establish trust and commitment, select appropriate media, minimise barriers, and actively work to ground the Toba Caldera Geopark tourism sites, which UNESCO has already designated as Global Geopark destinations. In practice, it is anticipated that the local government, as the driving force behind Geopark tourist destinations, will promote further tourism-related activities. Several of them, for instance, conducted training on CHS principles, recruited members who were relationship marketing experts, collaborated with the health department, developed trust with multiple parties to stimulate positive information, and established sponsorships to develop hospitality and tourism for Geopark tourist destinations.


Keywords


VRM; destination; CHS principles; geopark; Samosir; North Sumatera

Full Text:

PDF

References


Arofata, M. (2011). Penerapan Strategi Customer Relationship Management Dalam Meningkatkan Loyalitas Pelanggan Suatu Perusahaan. Yogyakarta: Jurnal Amikom.

Grönroos, C. (2004). The relationship marketing process: communication, interaction, dialogue, value—Journal of business & industrial marketing.

Grönroos, C. (2011). A service perspective on business relationships: The value creation, interaction and marketing interface. Industrial marketing management, 40(2), 240-247.

Kasali, R. (2005). Manajemen PR: Konsep dan Aplikasinya di Indonesia. Grafiti. Jakarta.

Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran, Edisi 13. Jakarta: Erlangga, 14.

Lovelock, C., & Wright, L. (2005). Manajemen Pemasaran Jasa, Jakarta: PT. INDEKS Kelompok Gramedia.

Moore, F. (2004). Humas Membangun Citra Dengan Reputasi, Bandung.

Pearson J & Nelson P. (2000) Introduction to human communication: Understanding and sharing. Boston, MA: McGraw-Hill

Pohan, I et al. (2021). The Role of Bhabinkamtibmas in Efforts to Press the Spread of the Virus Covid-19. Budapest International Research and Critics Institute-Journal (BIRCI-Journal). P. 3945-3953.

Rangkuti, F. (2006). Measuring customer satisfaction: gaining Customer Relationship strategy (Teknik mengukur dan strategi meningkatkan kepuasan pelanggan). Jakarta: PT Gramedia Pustaka Utama.

Siagian, P. S. (2010). Manajemen Komunikasi. Jakarta: Bumi Aksara, Cetakan Kesembilan.

Sutaryo. 2005. Sosiologi Komunikasi. Yogyakarta: Arti Bumi Intaran

Tjiptono, F. (2007). Perpektif Manajemen dan Kontemporer. Yogyakarta: Andi Offsett.

Umar (2005), Organisasi dan Komunikasi. Bandung: CV. Graha Ilmu

Yin, R. K. (2000). The abridged version of case study research: Design and method. In L. Bickman & D. Rog (Eds.), Handbook of applied social research methods (pp. 229-259). Thousand Oaks, CA: Sage.

Yin, R. K. (2003). Case study research design and methods third edition. Applied social research methods series, 5.




DOI: https://doi.org/10.33258/birci.v4i3.2310

Article Metrics

Abstract view : 28 times
PDF - 18 times

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.