The facets model of effects and Islam in integrated marketing communication: the case of Gubugklakah in Indonesia

This study examined the integrated marketing communication (IMC) campaign of a tourism village (Desa Wisata) named Gubugklakah (later DWG) in Malang, Eastern Java, Indonesia. In 2010, a group of students from Gadjah Mada University had the idea of turning Gubugklakah into a tourism village becaus...

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Main Authors:	Nadia, Zulfa, Mokhtar, Aida
Format:	Conference or Workshop Item
Language:	English
Published:	2015
Subjects:	H Social Sciences (General) P87 Communication. Mass media
Online Access:	http://irep.iium.edu.my/49600/ http://irep.iium.edu.my/49600/10/49600%20THE%20FACETS%20MODEL%20OF.pdf

id	iium-49600
recordtype	eprints
spelling	iium-496002019-07-01T02:28:40Z http://irep.iium.edu.my/49600/ The facets model of effects and Islam in integrated marketing communication: the case of Gubugklakah in Indonesia Nadia, Zulfa Mokhtar, Aida H Social Sciences (General) P87 Communication. Mass media This study examined the integrated marketing communication (IMC) campaign of a tourism village (Desa Wisata) named Gubugklakah (later DWG) in Malang, Eastern Java, Indonesia. In 2010, a group of students from Gadjah Mada University had the idea of turning Gubugklakah into a tourism village because of its natural resources and strategic location as it is on the alternative path to the active volcano, mount Bromo. The village was promoted by way of the Kuliah Kerja Nyata (KKN) program that is a three-year project that works by sending out a group of 30 students from various departments each year for about one and a half months there to mingle, work in teams with the local youth, and promote the village as a tourism village. In 2012, the main project by the students was complete but the villagers continued with the tourism campaign on their own. In only two years until 2014, they successfully obtained a turnover of 500 million rupiah each month as there was an increasing demand from tourists to visit their village. Before that, most of the villagers worked as farmers and they did not make any profit from their natural resources other than farming. In view of this, the newly established Gubugklakah is chosen for this qualitative case study, by examining how an IMC campaign had effectively been conducted to promote the village to be successful in just a few years guided by the facets model of effects. With the growing number of Muslim travelers globally, the importance of Islamic tourism that is travelling 343 which is not contrary with Islamic law in terms of being harmful to tourists and the larger society (Laderlah, Rahman, Awang, & Man, 2011) in this case study is apparent. This study also examined DWG from the Islamic perspective. The findings suggest that four marketing communication tools were used in accordance with the six facets model of effects: perception, affective, cognition, association, persuasion and behaviour and that DWG is a Muslim friendly tourism village. This study contributes to current knowledge by bridging the gap between theory and practice and by examining a successful IMC campaign using the facets model of effects and from the Islamic perspective. 2015 Conference or Workshop Item NonPeerReviewed application/pdf en http://irep.iium.edu.my/49600/10/49600%20THE%20FACETS%20MODEL%20OF.pdf Nadia, Zulfa and Mokhtar, Aida (2015) The facets model of effects and Islam in integrated marketing communication: the case of Gubugklakah in Indonesia. In: 2nd International Corporate and Marketing Communication in Asia Conference (ICMCAC), 29-30 January 2015, Bangkok, Thailand. (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	International Islamic University Malaysia
building	IIUM Repository
collection	Online Access
language	English
topic	H Social Sciences (General) P87 Communication. Mass media
spellingShingle	H Social Sciences (General) P87 Communication. Mass media Nadia, Zulfa Mokhtar, Aida The facets model of effects and Islam in integrated marketing communication: the case of Gubugklakah in Indonesia
description	This study examined the integrated marketing communication (IMC) campaign of a tourism village (Desa Wisata) named Gubugklakah (later DWG) in Malang, Eastern Java, Indonesia. In 2010, a group of students from Gadjah Mada University had the idea of turning Gubugklakah into a tourism village because of its natural resources and strategic location as it is on the alternative path to the active volcano, mount Bromo. The village was promoted by way of the Kuliah Kerja Nyata (KKN) program that is a three-year project that works by sending out a group of 30 students from various departments each year for about one and a half months there to mingle, work in teams with the local youth, and promote the village as a tourism village. In 2012, the main project by the students was complete but the villagers continued with the tourism campaign on their own. In only two years until 2014, they successfully obtained a turnover of 500 million rupiah each month as there was an increasing demand from tourists to visit their village. Before that, most of the villagers worked as farmers and they did not make any profit from their natural resources other than farming. In view of this, the newly established Gubugklakah is chosen for this qualitative case study, by examining how an IMC campaign had effectively been conducted to promote the village to be successful in just a few years guided by the facets model of effects. With the growing number of Muslim travelers globally, the importance of Islamic tourism that is travelling 343 which is not contrary with Islamic law in terms of being harmful to tourists and the larger society (Laderlah, Rahman, Awang, & Man, 2011) in this case study is apparent. This study also examined DWG from the Islamic perspective. The findings suggest that four marketing communication tools were used in accordance with the six facets model of effects: perception, affective, cognition, association, persuasion and behaviour and that DWG is a Muslim friendly tourism village. This study contributes to current knowledge by bridging the gap between theory and practice and by examining a successful IMC campaign using the facets model of effects and from the Islamic perspective.
format	Conference or Workshop Item
author	Nadia, Zulfa Mokhtar, Aida
author_facet	Nadia, Zulfa Mokhtar, Aida
author_sort	Nadia, Zulfa
title	The facets model of effects and Islam in integrated marketing communication: the case of Gubugklakah in Indonesia
title_short	The facets model of effects and Islam in integrated marketing communication: the case of Gubugklakah in Indonesia
title_full	The facets model of effects and Islam in integrated marketing communication: the case of Gubugklakah in Indonesia
title_fullStr	The facets model of effects and Islam in integrated marketing communication: the case of Gubugklakah in Indonesia
title_full_unstemmed	The facets model of effects and Islam in integrated marketing communication: the case of Gubugklakah in Indonesia
title_sort	facets model of effects and islam in integrated marketing communication: the case of gubugklakah in indonesia
publishDate	2015
url	http://irep.iium.edu.my/49600/ http://irep.iium.edu.my/49600/10/49600%20THE%20FACETS%20MODEL%20OF.pdf
first_indexed	2023-09-18T21:10:06Z
last_indexed	2023-09-18T21:10:06Z
_version_	1777411195403239424

The facets model of effects and Islam in integrated marketing communication: the case of Gubugklakah in Indonesia

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