Digital Marketing Communication Strategy of Tourism Destination of Mandalika: A Semiotic Analysis
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Keywords:
Mandalika Tourism; Mandalika Circuit, Saussure’s Semiotic Analysis, Diplomatic Interest
Abstract
The MotoGP event will be held in Indonesia located in Mandalika, Lombok. As Indonesia is hosting world-class event, it is an honor to be able to handle big event and earn achievement from that. With the aid of Instagram as social media, Mandalika Circuit actively promotes their campaign and information around MotoGP; thus, it is one of the key to further understand Indonesia diplomacy dynamics. Through @themandalikagp Instagram account using Saussure’s Semiotic Analysis, we can identify their sign and signifier then examine the relationship of it. The importance of Saussure’s Semiotic Analysis will expand new diplomatic perspective for Mandalika Circuit event and its potential.
References
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Prasetya, M., & Susilo, D. (2022). The effect of content marketing on purchase intention through customer engagement as variable mediation. Jurnal Komunikasi Profesional, 6(5), 423–434.
Primatama, M., & Susilo, D. (2016). Architecture of Soekarno Hatta-Cengkareng Airport: Semiotics Review for Cultural Studies. Available at SSRN 2920902.
Rachão, S., Breda, Z., Fernandes, C., & Joukes, V. (2020). Cocreation of tourism experiences: are food-related activities being explored? In British Food Journal (Vol. 122, Issue 3, pp. 910–928). Emerald Group Holdings Ltd. https://doi.org/10.1108/BFJ-10-2019-0769
Rinuastuti, B. H., Saufi, A., & Asmony, T. (2019). PENGARUH POSITIF PARIWISATA TERHADAP KEPUASAN HIDUP DAN NILAI CO CREATION PADA KOMUNITAS DI LINGKAR KEK MANDALIKA. JMM UNRAM - MASTER OF MANAGEMENT JOURNAL, 8(3). https://doi.org/10.29303/jmm.v8i3.444
Rizkiyah, P., Kanom, Wijaya, S. R., & Iswati, R. (2021). The Influence of Food Quality and Tourist Satisfaction Toward Tourist Loyalty in the Mandalika Special Economic Zone. Jurnal Akademi Pariwisata Medan, 9(2), 115–131.
Rosyidi, M. I. (2021). UNDERGRADUATE STUDENTS’ PERCEPTIONS AND ATTITUDES TOWARDS A CAREER IN TOURISM INDUSTRY: THE CASE OF INDONESIA. Jurnal Manajemen Dan Kewirausahaan, 23(1), 40–51. https://doi.org/10.9744/jmk.23.1.40-51
Rousta, A., & Jamshidi, D. (2020). Food tourism value: Investigating the factors that influence tourists to revisit. Journal of Vacation Marketing, 26(1), 73–95. https://doi.org/10.1177/1356766719858649
Rucirisyanti, L., Panuju, R., & Susilo, D. (2018). REPRESENTASI HOMOSEKSUALITAS DI YOUTUBE: (Studi Semiotika pada Video Pernikahan Sam Tsui). Profetik: Jurnal Komunikasi. https://doi.org/10.14421/pjk.v10i2.1363
Sajdahfath, T., & Sukendro, G. G. (2022). Representasi Ketakutan dalam Foto Jenazah Covid-19 Karya Joshua Irwandi. Koneksi, 6(1), 42. https://doi.org/10.24912/kn.v6i1.10672
Sampurna, A., Putri, A. F., Perkasa, M. I. A., MaichelChinmi, & Marta, R. F. (2020). Peirce’ Semiotics of Rinso Advertising’s through Total Branding of Integrated Marketing Communication. Palakka Media and Islamic Communication Journal, 1(2), 126–136.
Santoso, L., Cahyani, Y. T., & Suryani, S. (2020). DILEMA KEBIJAKAN WISATA HALAL DI PULAU LOMBOK. Jurnal Sosiologi Reflektif, 15(1), 23. https://doi.org/10.14421/jsr.v15i1.1968
Satrio, M. A. (2021). Upaya Pemerintah Indonesia dalam Meningkatkan Pariwisata Mandalika Melalui Kerangka Branding ‘Wonderful Indonesia.’ Indonesian Perspective, 6(1). https://doi.org/10.14710/ip.v6i1.37513
Schoenfelder, J. W. (2011). The Semiotics of gunung kawi: Materializing affiliation at ancient and modern balinese temples. Archeological Papers of the American Anthropological Association. https://doi.org/10.1111/j.1551-8248.2012.01042.x
Sendra, I. M., Kristianto, Y., & Nugroho, S. (2019). Reproduksi Makna dan Fungsi Turistik Praktik Ritual Perang Ketupat di Desa Kapal, Badung. Jurnal Kajian Bali (Journal of Bali Studies), 9(1), 189. https://doi.org/10.24843/jkb.2019.v09.i01.p09
Setawan, K., & Utoyo, A. W. (2021). Analisis Semiotik Komunikasi Tekstual Studi Kasus #2019GantiPresiden dan #DiaTetapKerja. Jurnal Adhyasta Pemilu, 1(1), 1–10. https://doi.org/10.55108/jap.v1i1.1
Stahl, G. K., & Maznevski, M. L. (2021). Unraveling the effects of cultural diversity in teams: A retrospective of research on multicultural work groups and an agenda for future research. Journal of International Business Studies, 52(1), 4–22. https://doi.org/10.1057/s41267-020-00389-9
Suryade, L., Fauzi, A., Achsani, N. A., & Anggraini, E. (2021). Towards sustainable development of the mandalika special economic zone, central lombok, indonesia: Analysis of actors. Journal of Environmental Management and Tourism, 12(6). https://doi.org/10.14505/jemt.v12.6(54).28
Triary Hardy, M., & Susilo, D. (2022). Jakarta’s urban culture representation on social media @jakarta_tourism: A semiotics analysis. Simulacra, 5(1), 29–43. https://doi.org/10.21107/sml.v5i1.13648
Virgota, A., Farista, B., Kurnianingsih, R., Sari, B. M. P., & Iskandar, I. A. (2021). Penerapan Lubang Resapan Biopori Sebagai Upaya Peningkatan Kualitas Lingkungan di Desa Darmaji. Jurnal Pengabdian Magister Pendidikan IPA, 4(2). https://doi.org/10.29303/jpmpi.v4i2.816
Wibowo, J. M., & Hariadi, S. (2022). Indonesia Sustainable Tourism Resilience in the COVID-19 Pandemic Era (Case Study of Five Indonesian Super- priority Destinations). Millennial Asia, 097639962211051. https://doi.org/10.1177/09763996221105143
You, L., & Hon, L. (2022). Measuring consumer digital engagement and political consumerism as outcomes of corporate political advocacy. Public Relations Review, 48(5), 102233. https://doi.org/10.1016/j.pubrev.2022.102233
Andrianto, N. (2018). Pesan Kreatif Iklan Televisi Dalam Bulan Ramadan: Analisis Semiotika Iklan Bahagianya adalah Bahagiaku. Jurnal Studi Komunikasi. https://doi.org/10.25139/jsk.v2i1.336
Fadhliyah, Z. (2021). SEMIOTIKA FERDINAN DE SAUSSURE SEBAGAI METODE PENAFSIRAN AL-QUR’AN: KAJIAN TEORITIS. Al-Afkar, Journal for Islamic Studies, 4(1).
Fajarica, S. D., Teluma, A. R. L., & Safitri, B. V. (2022). Persepsi Masyarakat Sekitar Kawasan Ekonomi Khusus Mandalika Terhadap Informasi Publik Pembangunan Sirkuit MotoGP. JCommsci - Journal Of Media and Communication Science, 5(1), 1–11. https://doi.org/10.29303/jcommsci.v5i1.167
Halliday, M. A. K. (1994). Language as social semiotic. Language and Literacy in Social Practice, 23–43.
Haris, A., & Ningsih, N. H. I. (2020). Impact Of Tourism On Community Development And Income In Kuta Mandalika Beach Kuta Village, Pujut District, Central Lombok. JISIP (Jurnal Ilmu Sosial Dan Pendidikan), 4(3). https://doi.org/10.36312/jisip.v4i3.1225
Hayatun Sofian, Yulanda Trisula SY, Sandi Justitia Putra, Lalu Ahmad Rahmat, & I Made Putra Suryantara. (2022). Analisis Agenda Setting Pemberitaan MotoGP Mandalika Pada RRI Mataram. MUKASI: Jurnal Ilmu Komunikasi, 1(1), 11–20. https://doi.org/10.54259/mukasi.v1i1.417
Hidaka, M., Kanaya, Y., Kawanaka, S., Matsuda, Y., Nakamura, Y., Suwa, H., Fujimoto, M., Arakawa, Y., & Yasumoto, K. (2020). On-site trip planning support system based on dynamic information on tourism spots. Smart Cities, 3(2), 212–231. https://doi.org/10.3390/smartcities3020013
Juang, L. P., & Schachner, M. K. (2020). Cultural diversity, migration and education. International Journal of Psychology, 55(5), 695–701. https://doi.org/10.1002/ijop.12702
Kamal, M., Taufan, G., & Suharsono, D. (2023). Coastal Tourism in Southeast Jember: Key Challenges and Opportunities in the Development of Bandealit Beach. Proceedings of the 3rd International Conference on Social Science, Humanity and Public Health, ICoSHIP 2022, 05-06 November 2022, Banyuwangi, East Java, Indonesia. https://doi.org/10.4108/eai.5-11-2022.2326526
Luo, Q., & Zhong, S. (2022). Exploring the cooperation-cooperation mode between scenic spots and tourism enterprises under the dual-channel tourism supply chain. MATEC Web of Conferences, 355. https://doi.org/10.1051/matecconf/202235502035
Maharani, F., Aqilla D, S., & Aurelia P. B, S. (2020). Representasi Male Gaze terhadap Perempuan dalam Iklan Dot Dodo. Jurnal Audiens, 1(2). https://doi.org/10.18196/ja.12024
Martini, A., & Buda, D. M. (2020). Dark tourism and affect: framing places of death and disaster. Current Issues in Tourism, 23(6). https://doi.org/10.1080/13683500.2018.1518972
Ni Made Desi Trisnayanti, Desak Putu Eka Pratiwi, & Komang Dian Puspita Candra. (2021). Discovering Hidden Messages in Covid-19 Advertisement “Stay Home Save Lives”: A Semiotic Analysis. RETORIKA: Jurnal Ilmu Bahasa, 7(1), 25–31. https://doi.org/10.22225/jr.7.1.3137.25-31
Nurlelawati. (2019). Diplomasi Budaya Indonesia Melalui Nation Branding Wonderful Indonesia Dalam Meningkatkan Kunjungan Wisatawan Mancanegara Di Mandalika Tahun 2011-2017. EJournal Ilmu Hubungan Internasional, 7(3), 1417–1428. %0Aejournal.hi.fisip-unmul.ac.id
Pandamdari, E. (2023). The Legal Certainty of Right to Manage the Mandalika Special Economic Zone. In Proceedings of the 3rd International Conference on Business Law and Local Wisdom in Tourism (ICBLT 2022) (pp. 891–897). Atlantis Press SARL. https://doi.org/10.2991/978-2-494069-93-0_103
Pradjoko, E., Setiawan, A., Wardani, L., & Hartana. (2021). The impact of mandalika tourism area development on the Kuta village, centre Lombok, Indonesia based on tsunami hazard analysis point of view. IOP Conference Series: Earth and Environmental Science, 708(1), 012010. https://doi.org/10.1088/1755-1315/708/1/012010
Prasetya, M., & Susilo, D. (2022). The effect of content marketing on purchase intention through customer engagement as variable mediation. Jurnal Komunikasi Profesional, 6(5), 423–434.
Primatama, M., & Susilo, D. (2016). Architecture of Soekarno Hatta-Cengkareng Airport: Semiotics Review for Cultural Studies. Available at SSRN 2920902.
Rachão, S., Breda, Z., Fernandes, C., & Joukes, V. (2020). Cocreation of tourism experiences: are food-related activities being explored? In British Food Journal (Vol. 122, Issue 3, pp. 910–928). Emerald Group Holdings Ltd. https://doi.org/10.1108/BFJ-10-2019-0769
Rinuastuti, B. H., Saufi, A., & Asmony, T. (2019). PENGARUH POSITIF PARIWISATA TERHADAP KEPUASAN HIDUP DAN NILAI CO CREATION PADA KOMUNITAS DI LINGKAR KEK MANDALIKA. JMM UNRAM - MASTER OF MANAGEMENT JOURNAL, 8(3). https://doi.org/10.29303/jmm.v8i3.444
Rizkiyah, P., Kanom, Wijaya, S. R., & Iswati, R. (2021). The Influence of Food Quality and Tourist Satisfaction Toward Tourist Loyalty in the Mandalika Special Economic Zone. Jurnal Akademi Pariwisata Medan, 9(2), 115–131.
Rosyidi, M. I. (2021). UNDERGRADUATE STUDENTS’ PERCEPTIONS AND ATTITUDES TOWARDS A CAREER IN TOURISM INDUSTRY: THE CASE OF INDONESIA. Jurnal Manajemen Dan Kewirausahaan, 23(1), 40–51. https://doi.org/10.9744/jmk.23.1.40-51
Rousta, A., & Jamshidi, D. (2020). Food tourism value: Investigating the factors that influence tourists to revisit. Journal of Vacation Marketing, 26(1), 73–95. https://doi.org/10.1177/1356766719858649
Rucirisyanti, L., Panuju, R., & Susilo, D. (2018). REPRESENTASI HOMOSEKSUALITAS DI YOUTUBE: (Studi Semiotika pada Video Pernikahan Sam Tsui). Profetik: Jurnal Komunikasi. https://doi.org/10.14421/pjk.v10i2.1363
Sajdahfath, T., & Sukendro, G. G. (2022). Representasi Ketakutan dalam Foto Jenazah Covid-19 Karya Joshua Irwandi. Koneksi, 6(1), 42. https://doi.org/10.24912/kn.v6i1.10672
Sampurna, A., Putri, A. F., Perkasa, M. I. A., MaichelChinmi, & Marta, R. F. (2020). Peirce’ Semiotics of Rinso Advertising’s through Total Branding of Integrated Marketing Communication. Palakka Media and Islamic Communication Journal, 1(2), 126–136.
Santoso, L., Cahyani, Y. T., & Suryani, S. (2020). DILEMA KEBIJAKAN WISATA HALAL DI PULAU LOMBOK. Jurnal Sosiologi Reflektif, 15(1), 23. https://doi.org/10.14421/jsr.v15i1.1968
Satrio, M. A. (2021). Upaya Pemerintah Indonesia dalam Meningkatkan Pariwisata Mandalika Melalui Kerangka Branding ‘Wonderful Indonesia.’ Indonesian Perspective, 6(1). https://doi.org/10.14710/ip.v6i1.37513
Schoenfelder, J. W. (2011). The Semiotics of gunung kawi: Materializing affiliation at ancient and modern balinese temples. Archeological Papers of the American Anthropological Association. https://doi.org/10.1111/j.1551-8248.2012.01042.x
Sendra, I. M., Kristianto, Y., & Nugroho, S. (2019). Reproduksi Makna dan Fungsi Turistik Praktik Ritual Perang Ketupat di Desa Kapal, Badung. Jurnal Kajian Bali (Journal of Bali Studies), 9(1), 189. https://doi.org/10.24843/jkb.2019.v09.i01.p09
Setawan, K., & Utoyo, A. W. (2021). Analisis Semiotik Komunikasi Tekstual Studi Kasus #2019GantiPresiden dan #DiaTetapKerja. Jurnal Adhyasta Pemilu, 1(1), 1–10. https://doi.org/10.55108/jap.v1i1.1
Stahl, G. K., & Maznevski, M. L. (2021). Unraveling the effects of cultural diversity in teams: A retrospective of research on multicultural work groups and an agenda for future research. Journal of International Business Studies, 52(1), 4–22. https://doi.org/10.1057/s41267-020-00389-9
Suryade, L., Fauzi, A., Achsani, N. A., & Anggraini, E. (2021). Towards sustainable development of the mandalika special economic zone, central lombok, indonesia: Analysis of actors. Journal of Environmental Management and Tourism, 12(6). https://doi.org/10.14505/jemt.v12.6(54).28
Triary Hardy, M., & Susilo, D. (2022). Jakarta’s urban culture representation on social media @jakarta_tourism: A semiotics analysis. Simulacra, 5(1), 29–43. https://doi.org/10.21107/sml.v5i1.13648
Virgota, A., Farista, B., Kurnianingsih, R., Sari, B. M. P., & Iskandar, I. A. (2021). Penerapan Lubang Resapan Biopori Sebagai Upaya Peningkatan Kualitas Lingkungan di Desa Darmaji. Jurnal Pengabdian Magister Pendidikan IPA, 4(2). https://doi.org/10.29303/jpmpi.v4i2.816
Wibowo, J. M., & Hariadi, S. (2022). Indonesia Sustainable Tourism Resilience in the COVID-19 Pandemic Era (Case Study of Five Indonesian Super- priority Destinations). Millennial Asia, 097639962211051. https://doi.org/10.1177/09763996221105143
You, L., & Hon, L. (2022). Measuring consumer digital engagement and political consumerism as outcomes of corporate political advocacy. Public Relations Review, 48(5), 102233. https://doi.org/10.1016/j.pubrev.2022.102233
Published
2023-02-27
How to Cite
Said, F., Daeng GS, A., Rahman, A., Djohan, M. I., & Sukarana, M. (2023). Digital Marketing Communication Strategy of Tourism Destination of Mandalika: A Semiotic Analysis. Jurnal Komunikasi Profesional, 7(1), 16-31. https://doi.org/10.25139/jkp.v7i1.5985
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