Analysis of Marketing Communication Strategies Implemented by Ono Joglo Resort and Convention In Jepara to Attract Visitors

Abstract

This study aims to analyze the marketing communication strategies implemented by Ono Joglo Resort and Convention in Jepara to attract visitors and to identify the obstacles encountered in the implementation of those strategies. This research employed a qualitative approach. Data were collected through interviews and observation involving internal informants, namely the marketing executive and manager of Ono Joglo Resort and Convention, as well as external informants representing the honeymoon and family visitor segments. The data were analyzed through data reduction, data display, and conclusion drawing. The AIDA concept was used as an analytical framework to explain how the resort’s marketing communication creates attention, builds interest, strengthens desire, and encourages action among potential visitors. The findings show that Ono Joglo Resort and Convention has effectively integrated conventional and digital marketing practices. The main strategies include the use of social media platforms such as Instagram, Facebook, and TikTok, collaboration with local influencers, event-based marketing, promotional campaigns, and target audience segmentation focusing on business travelers, families, honeymooners, and event organizers. These strategies have contributed to increasing brand awareness, strengthening visitor interest, and encouraging booking decisions. However, the resort also faces several obstacles, including limited marketing budget, intense market competition, and the need to continuously adapt to changing consumer trends and expectations. This study concludes that the integration of cultural identity, soft-selling techniques, influencer marketing, and event-driven promotion has enabled Ono Joglo Resort and Convention to build a distinctive image and remain competitive in Jepara’s hospitality industry.