Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Designing verbal messages and visual media for the tourism
destination of Curug Putri
S. Nurbani, J. Haiba, Y.A. Barlian & A.R. Ramadhan
Telkom University, Bandung, Indonesia
ABSTRACT: Curug Putri Campground is a natural tourist destination in Palutungan, West Java
that has a uniquely shaped waterfall resembling a princess and a mythical story believed by the
surrounding community. That makes this location full of potential for tourism yet due to a lack
of promotion and the emergence of competitors in the area, the number of visitors coming to this
place has been decreasing. The purpose of this research is to design a main message and visual
media to promote Curug Putri Campground. The research method used is qualitative. The main
verbal message is designed through the analysis of creative strategies of word meaning and visual
media strategies using creative strategy theory and visual media. By designing a verbal message and
visual media appropriately, it is the hope that this promotion can be delivered effectively, leading
to an increase in visitors to Curug Putri which would help to improve the local economy.
Keywords: verbal message, visual media, word meaning, Promotion, Curug Putri, creative
strategy
1 INTRODUCTION
Indonesia has many tourist destinations. If the government is able to take advantage of the existing
potential and is able to work with local communities, they could work together on development
that would help improve the country’s economy. Tourism has the potential to overcome welfare
problems if developed professionally.
Palutungan Curug Putri Campground has made various efforts such as completing and maintaining the beauty of the area in an effort to compete with other tourism destinations. Curug Putri
has many advantages over other locations such as having a large piece of land, complete facilities,
easy access, and a unique waterfall which is believed to be a miracle. However, due to the lack of
promotion, Palutungan Curug Putri Campground has experienced a decline and fluctuation in the
number of visitors since 2014.
Based on the results of interviews with the director of CV. Putri Mustika Tourism, promotions
have been carried out in the form of word of mouth and direct marketing promotions by visiting
public and private agencies as well as schools. Direct marketing can build relationships between
buyers and sellers more effectively (Kotler &Armstrong 2008). Promotions are felt to be less
effective, so creative strategies are needed to achieve the desired results. Therefore, based on
these phenomena and problems, Palutungan Curug Putri Campground needs to be promoted by
designing appropriate message strategies and visual media so as to have the desired effect on the
target audience.
1.1 Word meaning
Words take on different meaning depending on how they are used in everyday life. According to
Abdul Chaer (1994), a lexical meaning can also be called a true meaning. For example, “water”
means a type of liquid that is used every day. A grammatical meaning is the result of grammar
DOI 10.1201/9781003193241-7
35
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Designing verbal messages and visual media for the tourism
destination of Curug Putri
S. Nurbani, J. Haiba, Y.A. Barlian & A.R. Ramadhan
Telkom University, Bandung, Indonesia
ABSTRACT: Curug Putri Campground is a natural tourist destination in Palutungan, West Java
that has a uniquely shaped waterfall resembling a princess and a mythical story believed by the
surrounding community. That makes this location full of potential for tourism yet due to a lack
of promotion and the emergence of competitors in the area, the number of visitors coming to this
place has been decreasing. The purpose of this research is to design a main message and visual
media to promote Curug Putri Campground. The research method used is qualitative. The main
verbal message is designed through the analysis of creative strategies of word meaning and visual
media strategies using creative strategy theory and visual media. By designing a verbal message and
visual media appropriately, it is the hope that this promotion can be delivered effectively, leading
to an increase in visitors to Curug Putri which would help to improve the local economy.
Keywords: verbal message, visual media, word meaning, Promotion, Curug Putri, creative
strategy
1 INTRODUCTION
Indonesia has many tourist destinations. If the government is able to take advantage of the existing
potential and is able to work with local communities, they could work together on development
that would help improve the country’s economy. Tourism has the potential to overcome welfare
problems if developed professionally.
Palutungan Curug Putri Campground has made various efforts such as completing and maintaining the beauty of the area in an effort to compete with other tourism destinations. Curug Putri
has many advantages over other locations such as having a large piece of land, complete facilities,
easy access, and a unique waterfall which is believed to be a miracle. However, due to the lack of
promotion, Palutungan Curug Putri Campground has experienced a decline and fluctuation in the
number of visitors since 2014.
Based on the results of interviews with the director of CV. Putri Mustika Tourism, promotions
have been carried out in the form of word of mouth and direct marketing promotions by visiting
public and private agencies as well as schools. Direct marketing can build relationships between
buyers and sellers more effectively (Kotler &Armstrong 2008). Promotions are felt to be less
effective, so creative strategies are needed to achieve the desired results. Therefore, based on
these phenomena and problems, Palutungan Curug Putri Campground needs to be promoted by
designing appropriate message strategies and visual media so as to have the desired effect on the
target audience.
1.1 Word meaning
Words take on different meaning depending on how they are used in everyday life. According to
Abdul Chaer (1994), a lexical meaning can also be called a true meaning. For example, “water”
means a type of liquid that is used every day. A grammatical meaning is the result of grammar
DOI 10.1201/9781003193241-7
35