Innovation Strategy of Marketing Bilingual Brochure for Tourism Students

Dyan Triana Putra; Shella Gherina  Saptiany; Nina  Mistriani; Elia Nicholas Tegar  Isakhar; Raffi Damar  R; Aruf  Mustofa; Ahmad  Nasirudin; Verena  Elisiya

doi:10.38142/jtep.v6i2.1856

Authors

Dyan Triana Putra STIEPARI Semarang, Indonesia
Shella Gherina Saptiany STIEPARI Semarang, Indonesia
Nina Mistriani STIEPARI Semarang, Indonesia
Elia Nicholas Tegar Isakhar STIEPARI Semarang, Indonesia
Raffi Damar R STIEPARI Semarang, Indonesia
Aruf Mustofa STIEPARI Semarang, Indonesia
Ahmad Nasirudin STIEPARI Semarang, Indonesia
Verena Elisiya STIEPARI Semarang, Indonesia

DOI:

https://doi.org/10.38142/jtep.v6i2.1856

Keywords:

Marketing Strategy, Bilingual Brochure, Tourism Students, Visual Design, Digital Media

Abstract

This study aims to analyze marketing strategies through bilingual tourism brochure packages as an effective communication medium among tourism students at STIEPARI Semarang. In the context of globalization, bilingual proficiency has become a strategic added value in promoting tourism products. The research employs a qualitative approach using a case study method. Data were collected through interviews and surveys with students to identify their preferences, perceptions, and the appeal of brochures written in both Indonesian and English. The findings indicate that the use of bilingual brochures enhances information comprehension and broadens both the student audience and tourist interest in visiting tourist attractions. Brochures with attractive visual designs and simple language play a crucial role in building interest in tourism packages. Additionally, student involvement in the brochure development process fosters a sense of ownership toward the tourism product. This strategy is effective not only in an educational context but also applicable for tourism destination managers to reach both local and international markets. The study recommends the use of digital media as a complement to printed brochure distribution to expand marketing reach. These findings are expected to contribute to innovations in tourism marketing strategies based on youth participation.

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