Strategi Public Relations Pariwisata Bali
Abstract: Bali has to maintain
its image and reputation as the world leading class tourist destination.
Tourism in fact is a vulnerable industry easily ruined by related issues and
crises. Therefore, Public Relations (PR) with its communication strategy is
highly required to maintain good relationships with related parties. This study
is aimed at identifying Bali’s Public Relations positioning and setting up its
PR strategies. Data and information are gained by means of questionnaire
distributed to The Bali Tourism Board (BTB) with its stakeholders as an
organization playing important role in Bali tourism. The data is then analyzed
by SWOT (Strength Weaknesses Opportunities and Threats) analysis. It is then
found that Bali’s PR positioning is on quadrant V means Stabilization/Growth.
The appropriate strategies then are socializing the importance of Issue and
Crisis Management, be more creative in tourism related special events, developing
relationships with medias, improving tourism publication’s quality, maintaining
relationships with related tourism organization and Bali community internally.
Key words: Bali Tourism,
Public Relations, SWOT Analysis and Strategy
Penulis: Kadek Dwi Cahaya
Putra
Kode Jurnal: jpkomunikasidd080007
