Psychological Segmentation Entitled Healing as a Promotional Communication Strategy Marketing

Abstract

The article created aims to provide a good reference for tourism entrepreneurs to master the various strategies that will be used and selected based on the changes that occur. learn from a pandemic tragedy that has passed a time when people feel bored and feel the need for entertainment so that their psychological needs are met by visiting natural attractions that can provide a sensation to relieve their boredom. Born from the viral term young people, the phrase "healing" seems to be the main focus in writing captions or copywriting in a digital communication that aims to promote a place that can be used as a place to entertain oneself. The object of this research is social media marketing of natural tourism objects in Bandung as many as 46 tourist objects, with this secondary data we can see the use of the caption Healing to be able to attract visitors to tourist attractions. Using a qualitative analysis method, it will provide information on how much visitors interact with the social media of the tourist attraction as a form of interest in the tourist attraction. So the results of this study prove that marketing promotional communications with social media that focus on psychological segmentation of consumer areas will play an important role, especially those contained in marketing content captions to use more healing words that have an impact on the attention and interest of future visitors.