Following the pandemic, there has been a surge in interest in natural tourism as a means to attract travelers. Minggirsari Village, since 2019, has been actively harnessing its natural resources to ...entice tourists and has emerged as a trailblazing model village in Blitar Regency, successfully preserving and leveraging its natural splendors for tourism. This study endeavors to delineate Minggirsari's marketing communication strategy in promoting its natural destinations, employing the Marketing Communication Mix model. The qualitative case study methodology was employed, involving on-site observations, interviews with tourism managers, and activity documentation to gather and subsequently analyze data, following the Miles and Hubbermen theory's stages of data collection, processing, presentation, and conclusion drawing. Minggirsari Village's Nature Tourism employs a diverse marketing communications mix encompassing personal sales, advertising, promotions, and public relations to augment tourist footfall, encapsulated by the rallying cry "Ayo Dolan Nang Minggirsari" ("Let's Play in Minggirsari"). The integration of natural tourism with Minggirsari's creative economic potential, epitomized by the #ayodolankeminggirsari movement, demonstrates effective management of human resources, promotions, and auxiliary tourism facilities. Future research avenues could focus on gauging the responses of visitors to Minggirsari Village's natural tourism offerings, thereby enriching our understanding of its impact and efficacy.
•First study on the negative effect of layoff announcements on brand strength.•Application of error correction model on weekly data for 366 layoff announcements.•Brand strength effects due to layoff ...announcements last from 2 to 48 weeks.•Advertising and social media amplify the negative effect.•Public relation and communication of CSR initiatives mitigate the negative effect.
Firms usually undertake layoffs to improve financial performance. However, layoffs often have negative effects on various stakeholders, including consumers. In this paper, we examine the magnitude and duration of the potential negative effect of layoff announcements on brand strength. We also examine how a firm's communication accompanying a layoff can potentially counteract the observed negative effect of layoff announcements on brand strength. We compare how advertising communication intensity, social media communication (i.e., brand-initiated tweets), public relation (PR) communication, and communication of CSR initiatives moderate the main effect of layoff announcements on brand strength. Using an error correction model and drawing on 366 announcements of layoff events in Germany, this study identifies the magnitude and duration of the main effect. An examination of five years of weekly consumer brand perception data across multiple industries and domestic and foreign firms shows that advertising communication intensity and social media communication amplify the negative impact of layoff announcements on brand strength. Conversely, PR communication and communication of CSR initiatives help mitigate the negative effect. These findings provide guidance on the best way for firms to design firm communication in the context of layoff announcements.
The changes taking place in the marketing environment of companies since the beginning of the 21st century can be described as fundamental. Marketing reacts to them by changing its orientation and ...developing its tools, as well as the means of their use in practice. In marketing communication, and especially in establishing the communication mix, the following aspects are becoming key: below-the-line activities, direct marketing, the internet, social networks and creative communication campaigns with the aim of promoting communication among customers (WoM). In the context of the above-mentioned trends and using data from a questionnaire-based survey, this article evaluates the quality of marketing communication of Slovak companies, with an emphasis on the extent of use of current trends and new forms in their marketing communication. This analysis also includes a statistical verification of how the use of new trends and forms of marketing communication depends on selected factors, as well as an evaluation of the impact of these factors on the given area. The selection of factors, such as company size, presence of foreign capital, sector, or primary market orientation of the company, was based on a logical assumption of their potential relevance for the studied subject. The article concludes by summarizing the established facts and outlining both existing problems and their possible solutions. The main finding is that the marketing communication of Slovak companies has not yet seen the expected shift as regards the importance of the individual forms of communication. In other words, traditional forms of communication are still prevailing. The use of alternative forms of marketing is another problem, since they are generally not seen as trustworthy, they are underestimated, and there is a general lack of experience regarding their use.
A brewery wanted to know how a new beer they were launching would be received by consumers. It was therefore decided to organize an event during which the author of this contribution conducted ...research. The aim of the research was to find out whether the new product, a low alcohol beer, will attract consumers with its taste, whether its price was set correctly, and whether the targeting and marketing communication tools used were appropriate. The results of the research confirmed that the taste of the new product as well as its price corresponded to the imagination of consumers and that the communication mix was appropriate, but required adjustment to make it even more precise.
Purpose
The purpose of this paper is to explore current marketing communication mixes (MCMs) in two industries, electronics home appliance stores (face-to-face interaction) and remote care ...(interface-mediated interaction), to propose marketing strategies from the perspective of service design and determine the relationships between service interaction patterns and MCMs in the pre-service phase.
Design/methodology/approach
Six industry experts in marketing were interviewed through semi-structured interviews, the topic of which focused on the details of five MCMs and their correlations were analyzed using a customer journey maps. Finally, the MCMs were further explored to verify differences in attractiveness to customers, respectively.
Findings
The result showed that the most attractive activity for the electronics home appliance stores customer is the promotion. And the four face-to-face service interaction patterns and MCMs exhibited a low correlation. In addition, the customers of remote care service argued that the personnel selling was the most attractive MCMs to them. For customers who utilize smart devices to communicate with advertisement exhibited the highest correlation coefficient.
Research limitations/implications
The limitation of this study is that the research only conducts interview research on two service industries.
Practical implications
This study was expected to develop improved marketing communication strategies to remedy the sales predicament induced by virtual channels and to increase people’s acceptance of remote care service.
Originality/value
The value of this paper is to analyze the correlation and difference of MCMs and service interaction patterns between electronics home appliance stores and remote care, and propose a structural model of MCMs for two different industries.
Dieng Kulon is a popular tourist visit area that has many tourist attractions. In which there is a program that aims to develop rural communities, namely the tourism village program. Tourism village ...is a form of integration between attractions, accommodations and supporting facilities that are presented in a structure of community life that is integrated with prevailing procedures and traditions. The research was conducted by using a qualitative descriptive approach by utilizing key informants using field observations and in-depth interviews Kelompok Sadar Wisata (Pokdarwis) or Tourism Awareness Group Dieng Pandawa Pandawa is a group that makes its institution a forum for community consultation and communication in the region of Dieng Kulon Village, Batur Sub district, Banjarnegara Regency which involves women (perpetrators of typical homestay and home food industry managers). The involvement of women in the tourism sector seems to be increasing in all fields of tourism business. For women involvement in the development of capabilities in the tourism group membership provided a satisfaction for them so that they could produce better in the future. Finally through this study is attempting to improve the ability of women to manage homestay in the marketing communication mix.
This study observes the influence of the integrated communications mix towards BPJS Health Care patients' selection decision of Outpatient Services in Hermina Tangkubanprahu Hospital.
This study used ...explanatory quantitative design with a cross-sectional study with a form of questionnaires as an instrument. A non-probability sampling with the purposive sampling technique was used to collect data from 96 respondents, and multiple regression analysis is applied for data analysis.
There is a positive influence of integrated communications mix on the selection decision of BPJS Health Care Patients simultaneously. The contribution of the integrated communications mix in the decision reached as high as 53.4%. There is also a partial and significant positive influence on various variables, which include online and social media marketing, mobile marketing and personal selling.
The personal selling variable has the most dominant influence on BPJS Health Care Patients' selection decisions of the Outpatient Services.
Most people see catfish as an unhygienic fish, so less people want to consume it. In fact, catfish has better nutrition compared to Gourami. Therefore, catfish producers need to educate people. The ...purpose of this research is to design customer education activities to change people’s perception towards catfish using marketing communication mix. This research is a qualitative research and it uses in-depth interview method in gathering the required data. Based on the preliminary survey conducted to 50 people in Surabaya, it is known that Surabaya people are considered novice customers. As such, catfish producers can conduct customer education activities until people want to taste the catfish. The company can add picture, video, and oral information about the benefits in consuming catfish or the nutrition and the certificate of hygienic cultivation system. The producers can provide tester for the catfish and show the customers the comparison between good and bad quality catfish. The producers can also add two more marketing communication activities i.e. events and experiences as well as public relations and publicity. The producers need to use reliable sources in informing the catfish’s nutrition facts such as the certificate of catfish breeder, and certification from BPOM.
The objective of the research described in this article is a repeat analysis and comparison of social media communication channels used in Czech, Slovak and Swiss product innovation‑oriented ...companies, where the Swiss set of companies is used as a benchmark. The research is conducted using the same methodology as previous research described in Chlebovský (2015). The use of the same methodology allows comparison of the both research results and discussion on the development of social media use in marketing communication of production innovation‑oriented companies in selected countries. The primary research was carried out by scanning the social media use of the selected companies. European company database Amadeus, provided by Bureau van Dijk, was used for company selection in all three countries under the same search criteria. The set of companies researched covers the highest turnover product innovation‑oriented companies. Each particular sample set covered 100 companies from each country. The activity of the selected companies on Facebook, YouTube, Twitter, Instagram and LinkedIn were observed and particular metrics were scaled. Microsoft Excel was used for storing, statistical processing and graphic outputs of the research. The hypotheses formulated were statistically tested and the results confirmed. In order to confirm or reject normal data distribution, the Anderson‑Darling Normality Test was performed through all three sample sets. This test rejected normal data distribution for all three data sets. The non‑parametric Mann‑Whitney U test was then used to test the hypothesis. Evaluation of the results in comparison with previous research shows an increase in use of social media in communication of Czech and Slovak companies. Hypothesis tests show that Czech product innovation‑oriented companies are statistically equal in activity and success in communication through social media compared to the Swiss benchmark. Slovak companies are still behind the Swiss benchmark.
Purpose
The role of metaphors in information management has generally been acknowledged owing to their ability to convey immediately huge amounts of information and richness. Their role is more and ...more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The purpose of this study is, thus, to analyze physical metaphors as tools for making sequential decisions to achieve effective integrated corporate communication (ICC).
Design/methodology/approach
The paper draws on the critical analysis of literature on corporate communication and stakeholder management as building blocks for implementing an integrated approach to corporate communications.
Findings
A revision of two well-known physical metaphors in the communication literature (the “wheel” and “umbrella”) has been proposed. It is argued that integrated communication within corporate communications is more complex than in marketing communications, as it involves a greater variety of elements to coordinate and harmonize. The proposed physical metaphors suggest an effective sequential decision-making as they allow a clear distinction between different decision levels.
Research limitations/implications
The paper adds to the debate on the link between theory and practice of ICC. From a practical standpoint, the proposed metaphors as simple and concrete tools for handling complex information and ICC problems could aid novice practitioners and students of corporate communications courses.
Originality/value
The paper shows that while scholars have concurred that ICC is crucial for different type of organizations, the use of physical metaphors can be beneficial for the reality-based challenge of ICC.
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