Abstract
Ecotourism of Bali Botanical Garden, Bedugul, Tabanana Regency,
 Bali, has been able to increase the number of visitors from time to
 time though it is still far from the optimum level. In 2010-2011 the number of visitors at Bali Botanical Gardens was counted for 368.927 people. Based on the data, visitors interest to visit Bali
 Botanical Garden are still low. Facing this problem, integrated
 marketing communication strategy is needed.This paper discusses
 implementation of integrated marketing communication concept
 created by Philip Kotler to the market ecotourism at Bali Botanical
 Garden, by using case study for qualitative research.The results of
 this analysis show that implementing this concept made a better
 relationship between Bali Botanical Garden and its visitors, also
 increasing quantity of its visitors.
Highlights
able to increase the number of visitors from time
In 2010-2011 the number of visitors at Bali Botanical Gardens was counted for 368.927 people
This paper discusses implementation of integrated marketing communication concept created by Philip Kotler to the market ecotourism
Summary
Implementasi strategi komunikasi pemasaran terpadu pada jasa ekowisata di Kebun Raya Eka Karya Bali layak dikaji menggunakan analisis studi kasus karena memiliki sisi keunikan tersendiri. Kebun Raya Eka Karya Bali yang pada tahun 2016 berusia 57 tahun sudah seharusnya dikenal luas oleh masyarakat. Diperlukan kreativitas dan perencanaan yang baik dalam memilih dan mengimplementasikan strategi komunikasi pemasaran jasa ekowisatanya. Keunikan dari implementasi strategi komunikasi pemasaran terpadu di Kebun Raya Eka Karya Bali adalah tidak hanya berorientasi pada tujuan profit, melainkan ada tanggung jawab edukasi akan pentingnya konservasi lingkungan pada publik yang menjadi sasarannya. Komunikasi juga diperlukan untuk membangun hubungan jangka panjang, dan hal ini tidak terbatas pada media tradisional semata. Philip Kotler (2009) mengklasifikasikan bauran komunikasi pemasaran ke dalam lima cara komunikasi utama yaitu, Periklanan, Promosi Penjualan, Hubungan Masyarakat, Penjualan perseorangan, dan Pemasaran langsung
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