Strategi Komunikasi Pemasaran Berbasis Event (Studi Kasus Festival Wolobobo Kabupaten Ngada)

EBU, Beatrix Noviriaty Wea (2025) Strategi Komunikasi Pemasaran Berbasis Event (Studi Kasus Festival Wolobobo Kabupaten Ngada). Undergraduate thesis, Universitas Katolik Widya Mandira.

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Abstract

This research aims to identify and analyze the event-based marketing communication strategies of the Wolobobo Festival in Ngada Regency. The Wolobobo Festival is an annual cultural event utilized as a medium for regional tourism promotion by integrating elements of culture, nature, and the creative economy within Ngada Regency. This study employs a qualitative descriptive method with a case study approach. Data collection techniques included in-depth interviews, observation, and documentation with informants consisting of the Department of Tourism, MSME (UMKM) actors, and the local community. Data analysis was conducted through data reduction, data display, and conclusion drawing. The results indicate that the marketing communication strategy of the Wolobobo Festival has implemented the principles of Integrated Marketing Communication (IMC) through the utilization of digital marketing, personal selling, and event & experience marketing. Social media plays a vital role in disseminating information and building the festival's image, while direct interaction during the event creates a unique experience and emotional engagement for visitors. Furthermore, event & experience marketing has successfully enhanced the tourism image and visitor interest in Ngada Regency. This strategy is proven to bolster the regional tourism profile and support the promotion of local MSME products. However, challenges remain regarding resource limitations and promotional reach. This research is expected to serve as a reference for the development of event-based marketing communication strategies in other regions. Keywords: Event Marketing, Wolobobo Festival, Integrated Marketing Communication (IMC), Marketing Communication Strategy.

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