Dian Yulie Reindrawati, S.Sos., MM. and Nur Emma Suriani, S.Sos and S Asmorowati, Asmorowati (2018) The Integrated Marketing Communications (IMC) Approaches in Sharia Beach Santen, Banyuwangi. In: 1st International Conference on Vocational Innovation and Applied Sciences (ICVIAS). Faculty of Vocational Studies Universitas Airlangga. (Unpublished)

	Text (ARTIKEL) 1 The Integrated Marketing Communications (IMC) Approaches in Sharia.pdf Download (892kB)
	Text (Validasi & Kesesuaian Bidang Ilmu) 26 The Integrated Marketing Communication.pdf Download (613kB)

Abstract

This paper aims to critically explore any kinds of applications of Integrated Marketing Communication (IMC) approaches applied in marketing and promoting Santen Beach Banyuwangi. Banyuwangi has many tourist destinations across the region. One of them is Santen Beach. Santen Beach has been exclusively developed and promoted by the local government as Syariah (Sharia) Beach (beach which has been developed and promoted by Islamic values as its foundation). To achieve the above aim, a qualitative research design was employed. In-depth interviews were conducted with local tourism officers and those who were involved at the beach management. The result shows that some IMC approaches applied at the beach were as follows: 1) advertisements through billboards, websites, and magazines, 2) promotion through free entrance ticket trials, 3) events and experiences with carrying out various events 4) public relations and publicity by building stakeholder collaboration 5) interactive marketing was conducted by social media posts and websites, and 6) word of mouth strategy. While Syariah (Sharia) brand should bring special characteristics towards the application of IMC approaches, the result shows that the IMC has been conducted with little care of accommodating sharia values. The beach has been promoted as „normal beach‟ as therefore the values were rather disregarded.

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