BAURAN PROMOSI (PROMOTIONAL MIX) DI TAMAN WISATA KRATON RATU BOKO YOGYAKARTA

Yogyakarta Daerah Istimewa is known as the main destination regions in Java. This is because, Yogyakarta has advantages and diversity of attractions. One of the example is the cultural attractions of temple. Kraton Ratu Boko, known as the site / Ratu Boko temple is one of the relics in the kingdom of Mataram. Kraton Ratu Boko has potential and a great attraction for tourists. In fact, it does not make the level of tourist arrivals in Kraton Ratu Boko increased. This evident by the amount of traffic levels in 2010 only 87 local tourists and 4035 foreign tourists in the holiday end of the year, compared to the number of visits in 2009 that is equal to 5896 local tourists and 106 foreign tourists. The purpose of this study was to identify and analyze the models of the promotional mix strategy is best based on the factor of the strengths, weaknesses, opportunities and threats in the Taman Wisata Kraton Ratu Boko. And to evaluate the effectiveness of the promotional mix strategy against the decision of tourists to visit Taman Wisata Kraton Ratu Boko. Respondents were selected by using Taro Yamane formula, the results obtained by 99 respondents. Respondents were given a questionnaire by accidental sampling at the exit of Taman Wisata Kraton Ratu Boko. The data obtained are then processed and analyzed to obtain the research results. Based on survey results, revealed that the promotion of Taman Wisata Kraton Ratu Boko was made into a package with the promotion of the Taman Wisata Candi Prambanan and Borobudur. In this study found several key strategies that need to be integrated with the implementation of the campaign other attractions to highlight the power of the locality. The promotional mix model of personal sales activities, advertising, sales promotion and public relations has its advantages and disadvantages in each activity. The results of the analysis of the suitability of the method and the target market, it is known that the method of Personal Selling and Public Relations according to market segment and public schools travel packages. Methods of promotion strategies through media advertising done with brochures, leaflets, guide books, tourist maps and the internet. While, sales promotion can use the exhibition to expose the uniqueness of a locally owned Taman Wisata Kraton Ratu Boko