CHAPTER I

INTRODUCTION

1.1. Background of the Study

Jepara is a city famous of its many tourism spots. The most famous one which

attracts tourists, both domestic and international is Karimunjawa, an island

with charming beaches, small interesting islands and enchanting underwater

world. In addition to Karimunjawa, Jepara is also famous of its wood carving

handicrafts that have been exported to many countries for many years that

made Jepara becomes the city of wood carving or “Kota Ukir”.

To support tourism sector, Dinas Pariwisata dan Kebudayaan

Kabupaten Jepara (Disparbud Kabupaten Jepara) or Tourism and Culture

Office of Jepara District takes part to support the management and to improve

the development of the tourism spots. As an institution that is engaged in the

development of tourism objects, Disparbud Kabupaten Jepara established

Pusat Informasi Pariwisata or Tourism Information Center (TIC) office as a

source of information for local and foreign tourists to get information about

Jepara’s tourism site, culture, culinary spot, special event, and many other

things related to tourism in Jepara.

Thus, TIC becomes an important tool in delivering various

information about tourism, especially for foreign tourists who come from

different countries with different languages. To serve them, TIC provides

1
 information in two different media, that are, leaflet and website, using two

languages, Indonesian and English.

In this study, the writer compiles a paper entitled, “The Use of English

in Jepara’s TIC Website as Information and Promotion Media by Disparbud

Kabupaten Jepara” to explain how English is beneficial to be used in TIC’s

website as means of tourism information in Jepara District.

1.2. Scope of the Study

This paper focuses on the use of English in TIC’s website as information and

promotion media created by Tourism Marketing Department, Disparbud

Kabupaten Jepara.

1.3. Aims and Advantages of the Study

This paper is done to:

1. describe the Tourism Marketing Department in Disparbud Kabupaten

Jepara;

2. explain the types of promotion media created by Tourism Marketing

Department of Disparbud Kabupaten Jepara;

3. expose the content of TIC’s website in giving information and promotion

about tourism in Jepara region; and

4. show the use of English in Jepara’s TIC website as information and

promotion media by Disparbud Kabupaten Jepara.

2
 Meanwhile, this paper is done to give benefit for the DIII English Program,

Disparbud Kabupaten Jepara and the writer, particularly on:

1. increasing the writer's knowledge about promotions;

2. improving the quality of tourism information services in Jepara District;

and

3. providing feedback to Disparbud Kabupaten Jepara by giving beneficial

and supporting suggestions.

1.4. Methods of Data Collection

According to Walliman (2011:17) in collecting data, a researcher must apply

particular method and technique to collect data which cover ways of

collecting, classifying, and analysing the data before he/she is finally able to

draw a conclusion. For gathering the data, the writer use three methods of

data collection as follows.

1. Library Research

According to Kothari, “Library research is an analysis of historical

records and analysis of documents” (2004:7). It is a method of collecting

research data by searching data and information from recorded documents

related with the research topic. In this research, the writer obtained data

from electronic and printed media, in the form of website, photograph, and

image, available in Disparbud Kabupaten Jepara.

3
2. Observation

According to Thomas, collecting information by holding an

observation means watching and/or listening to circumstance, and take a

note or record on what is happened that can be done directly or indirectly

(2003:60). Observation is a method of collecting data by directly observing

the real condition in the field to understand more about the subject and

object which is being investigated. Within this method, the writer directly

observes the Tourism Marketing Department in Disparbud Kabupaten

Jepara, during his job training on 4th January through 3rd February 2017.

3. Interview

Debasish and Das defined interview as communication between an

interviewer who ask question and an interviewee who answer the

interview’s designed question to collect information (2009:145). Interview

are conducted by giving more specific question to certain informant, face

to face or over the telephone. In this research, the writer directly

interviewing Mrs. Iana Cholidah, S.Sos., as Seksi Promosi Pariwisata

(Tourism Promotion Section) and Mrs. Wahyuni, S.AP., M.H., as Seksi

Pengembangan Pasar dan Pelayanan Informasi Pariwisata (Market

Development and Tourism Information Service Section) in Disparbud

Kabupaten Jepara.

4
1.5. Organization of the Report

This final assignment consists of four chapters as follows.

Chapter I : Introduction

This chapter contains Background of the Study, Scope of the

Study, Aims and Advantages of the Study, Methods of Data

Collection, and Organization of the Report.

Chapter II : Theoretical Framework

This chapter consists of Definition of Media, Definition of

Website, Definition of Tourism Promotion, Marketing

Communication, and Tourism Information.

Chapter III : Discussion

This chapter provides The Company Profiles of Disparbud

Kabupaten Jepara, The Company Profile of its Tourism

Marketing Department, The Use of English on the Website

of Pusat Informasi Pariwisata (Tourism Information Center

or TIC) as Information and Promotion Media by Disparbud

Kabupaten Jepara, and Information and Promotion Media

Created Using English by Disparbud Kabupaten Jepara.

Chapter IV : Conclusion

The last chapter consists of the summary of the report and

some recommendations for Disparbud Kabupaten Jepara.

5
 CHAPTER II

THEORETICAL FRAMEWORK

2.1. Definition of Media

The word “media” comes from the Latin, as the plural form of the word

"medium" which meanings "intermediary" or "introduction" that is a source

to a receiver. Egan (2007:21) defined media as “the medium through which

the massage is channelled rather than the strategy behind the message

delivery”.

In line with Egan, Watson (2008:1) states that “The Media are part of

trends, responsive to them and often instrumental in publicizing, and therefore

influencing, the direction and extent of such trends”. In another sense, media

can be defined as the means used to convey messages from the communicator

to the audience.

2.2. Definition of Website

Easley and Kleinberg defines web as “an application developed to let people

share information over the internet” (2010:334). It can be said that website is

a web page containing information provided via internet that can be accessed

around the world. It can be accessed through the network connected by the

internet or any online communication tools distributing media via internet.

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2.3. Definition of Tourism Promotion

A company undertakes many activities like providing products or services,

setting prices, selling products or services, and many other activities that are

interrelated one with another. According to Jayapalan, “tourism promotion is

one of the elements of the marketing mix and an important tool for marketing”

(2002:272).

Jayapalan also added that it is done to give information, persuade,

encourage, and particularly to influence “future customers” or “trade

intermediaries” (travel agents, tour operators, reservation services, hotel and

charter brokers) via communication, so that they can think and act in an

expected manner (2002:272).

It can be concluded that the promotion activities in tourism are defined

as communication activities through communication media between

companies and consumers to attract them to the tourism being offered. The

most common media that is used to promote tourism is electronic media.

Eastman, Ferguson and Klein (2013:1) states that although the field of

promotion is part of the largest field of marketing, promotion of electronic

media “differs strikingly from marketing of other products”.

2.4. Marketing Communication

According to Bird, Promotion and Marketing Communication are done by

marketers when they are deeply understand consumer’s needs and wants and

7
 then connecting it with consumers in a ‘responsible’, ‘respectful’, and

‘relevant’ way (2004:11).

Bird also added that the two-way communication is a forceful

communication which is done by using all promotion-mix elements properly

and harmonically (2004:11).

There are five major elements of the marketing communication-mix

based on Fill and Hughes (2008:36) they are Advertising, Sales Promotion,

Public Relations, Personal Selling and Direct Marketing. Actually, there are

many types of marketing communication that can be done by the company to

promote and inform a certain target, depending on a particular field and needs.

2.5. Tourism Information

Information can be obtained through various media. The current state of

society and the rapid development of information technology make

information more easily to be obtained. The largest source of information

derives from the internet or online media. According to Vigolo, for tourists,

doing an online searching to get information of where they can go, what kind

of transportation and accomodation they can get, and what activity they can

do in the destination are the things that they mostly do before the trip

(2017:94).

A good information should contains many things that suit the needs

of a wide range of public. Benckendorff, Sheldon, and Fesenmaier (2014:7-

8
8) explain that information for public, particularly in tourism, should

contained the following points.

a. For travelers or tourists, they need information about tourism destination

along with the mode of transportation, accommodation, and facility

available; the activity commonly do by the visitor; the price of goods; the

border control for visitor; and the geographical condition, and climate of

the tourism destination.

b. For intermediaries or agencies, they need information about consumer or

tourist tendency in the market that covers the tourism destination they like

along with the mode of transportation, accommodation and facility they

need; the activity they want to do; the price of goods they like; the border

control they can suit; the geographic and condition or climate of the

tourism destination they can suit; and also another branches, suppliers and

competitor of the agency.

c. For suppliers, they need information about the company that serve the

tourist service, consumer or tourist behavior, the intermediaries or

agencies and their competitors.

d. For tourism destinations, they need information about the trend in tourism

business or industry, the size and characteristic of tourism flow, the torism

marketing, the impact of tourism, the policy tourist must obey, and also

the planning and development of the tourism destination.

9
 Therefore, the online media as the source of information which is

mostly obtained by the tourist should provide those information needed and

expected by them.

10
 CHAPTER III

DISCUSSION

3.1. Company Profile of Disparbud Kabupaten Jepara

Disparbud Kabupaten Jepara is located in Jl. AR. Hakim No. 51, Kauman

Jepara, Central Java, phone (0291) – 591219, Fax number (0291) – 591104, e-

mail disparbudkabjepara@gmail.com. It is a supporting element of

government in the field of tourism and regional culture led by a head of service

who has a position below and responsible to the regent through the secretary

of the region. The office has three departments namely Tourism Destination

Department, Tourism Marketing Department and Cultural Department to serve

Jepara tourism.

Disparbud Kabupaten Jepara is a department that is responsible for

the development and management related to tourism and culture in Jepara

District with vision and mission to be achieved. Based on the vision of the

region and by paying attention into the strategic environment as well as the

main task and function of the service, Disparbud Kabupaten Jepara is

established to achieve "The realization of Jepara District as an advanced

tourism destination based on the potential of local culture through improving

the quality of natural resources and community empowerment".

Meanwhile, the mission of Disparbud Kabupaten Jepara are as follows.

a. Preparing and improving quality of Human Resources of tourist actors.

11
 b. Improving supporting infrastructure, tourism facilities and infrastructure

improvement.

c. Developing tourist attractions.

d. Increasing public participation and involvement, including business world

in tourism development.

e. Organizing tour promotion.

f. Developing and preserving the art and culture of Jepara.

3.2. Profile of Tourism Marketing Department

In Disparbud Kabupaten Jepara, Bidang Pemasaran Pariwisata (Tourism

Marketing Department) is headed by Dra. Florentina Budi Kurniawati, M.Si..

This department’s duty is assisting the head officer in planning or organizing

various activities, holding evaluation and making a report on marketing

potential tourist attractions. This duty is done to support the development of

tourism along with the analysis of market development and tourism

information services.

Tourism Marketing Department has fifteen functions as follows.

a. Managing tourism promotion and counseling.

b. Coaching tourism events.

c. Developing district-level tourism information marketing system.

d. Conducting marketing activities of tourism objects.

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e. Implementing national tourism branding and determining tourism tagline

district-scale.

f. Implementing promotion of tourism production and tourism management.

g. Procuring means and infrastructure of marketing in district-scale.

h. Implementing of Sadar Wisata (Tourism Awareness) and Sapta Pesona

(Seven Charms of Jepara) campaign.

i. Holding technical guidance in the field.

j. Holding technical implementation in tourism marketing.

k. Coaching, guiding and developing of tourism marketing institutions.

l. Implementing evaluation and reporting.

m. Holding data collection and processing.

n. Coordinating activities.

o. Developing cooperation.

p. Implementing tasks assigned by the head of Tourism Marketing Department

in accordance with its duties and functions.

This department consist of two sections namely Seksi Promosi

Pariwisata (Tourism Promotion Section) and Seksi Pengembangan Pasar dan

Pelayanan Informasi Pariwisata (Market Development and Tourism

Information Service Section). The first section has the task of composing,

coordinating and carrying out the development and promotion of the tourism

objects, cultural arts and cultural life of the community in order to support

tourism. Meanwhile, the Market Development and Information Service Section

13
 has the task of compiling, coordinating and implementing the development of

market and information service of tourism.

3.3. The Use of English on the Website of Pusat Informasi Pariwisata (Tourism

Information Center or TIC) as Information and Promotion Media by

Disparbud Kabupaten Jepara

English is currently one of the most important language as an international

communication tool. In this case, communication is very useful for the

institution to communicate with foreign parties such as creating cooperative

relationship for several events or to informing the reader, people, consumers or

tourists who comes from another country through media communication.

As a public institution, Disparbud Kabupaten Jepara provides

information services containing local tourism and Jepara’s culture for tourists

to attract them visiting Jepara by designing a website as an online media

information to promote the culture and tourism in Jepara.

3.3.1. Website Preview

Disparbud Kabupaten Jepara has only one online media information managed

by TIC through Tourism Marketing Department that is Jepara’s TIC website.

It provides information for public about tourism destination, transportation,

accomodation, culture, event, and other related to tourism and culture in Jepara

District. Jepara’s TIC website can be accessed via url http://ticjepara.com. The

picture below is a screenshot from home page of the website.

14
 Picture 1. The Top Page of Jepara’s TIC Website.

At the top of the page, there are 5 (five) direct links to their social

media account namely Facebook, Twitter, Instagram, Youtube, and Google+.

In the main page, the website provides a navigation menu to make visitors find

information they needed easily. The navigation menu consists of Home, Daftar

Wisata (Tourism List), Daftar Penginapan (Accommodation List), Daftar

Resto (Restaurant List), Travel, Gallery Video, and Download.

In Daftar Wisata tab-menu, visitors can find 10 (ten) submenus

namely Wisata Alam (Natural Tourism), Wisata Sejarah (Historical Tourism),

Wisata Budaya (Cultural Tourism), Wisata Belanja (Shopping Tour), Wisata

Buatan (Artificial Tourism), Wisata Kuliner (Culinary Tourism), Wisata

Kesenian (Art Tourism), Wisata Karimunjawa (Karimunjawa Tourism), Desa

Wisata (Tourism Village), and Sentra Industri Kerajinan (Handicrafts Industry

Center).

Next to Daftar Wisata tab-menu, there is Daftar Penginapan menu

consisting of 2 (two) submenus namely Jepara and Karimunjawa.

15
 The following slideshow picture provides visitors about some

attractions in Jepara District.

Picture 2. The Main Page of Jepara’s TIC Website.

If we scroll down to the main page body, there is Berita Terkini

(Recently News) containing information about newest events, departure

schedule to Karimunjawa by plane and ship, and other news related to Jepara.

Next to the right of the body there is a sidebar consists of Daftar yang Sering

Dicari (Frequently Searched List), Pilih Bahasa (Choose Language), and

Kalender Event (Event Calendar).

If we go to the bottom of the page, there are some information about

the location of TIC building and contact information related to Jepara’s TIC

and Disparbud Kabupaten Jepara office. It is shown in the following picture.

16
 Picture 3. The Bottom Page of Jepara’s TIC Website.

3.3.2. How English is Used in the Website

The content of a website is one thing that can not be separated with the website

itself. Based on the observation on the entire contents on the website, but not

all of the articles on the website are providing English with manual translation.

Basically, the website use Indonesian, however visitors can change to the

English version if he/she enabling the automatic translation tool on the right

sidebar of every pages in the website.

Currently, Jepara’s TIC website only have 44 (forty-four) articles

about tourism using two languages, Indonesian and English. Most two

language contents are information about tourism attraction. The list of articles

using Indonesian and English are presented below.

a. In Wisata Alam, there are 14 (fourteen) articles of Wisata Alam page using

Indonesian and English: Pantai Blebak (Blebak Beach), Pantai Empu

Rancak (Empu Rancak Beach), Pantai Beringin (Beringin Beach), Telaga

17
 Sejuta Akar (Million Roots Lake), Pulau Mandalika (Mandalika Island),

Wana Wisata Sreni (Sreni Indah Forest), Pantai Kartini (Kartini Beach),

Pantai Bondo (Bondo Beach), Air Terjun Songgo Langit (Songgo Langit

Waterfall), Pantai Pungkruk (Pungkruk Beach), Pantai Bandengan

(Bandengan Beach), Gua Tritip (Tritip Cave), Pulau Panjang (Panjang

Island), and Guamanik Pecatu Beach.

b. In Wisata Sejarah, there are 7 (seven) articles of Wisata Sejarah page using

Indonesian and English: Pendopo Kabupaten (Jepara Front Verandah),

Gong Senen (Monday Gong), Gong Perdamaian Dunia (World Peace

Gong), Benteng Portugis (Portuguese Fortress), Monumen Ari-Ari R.A

Kartini (Monument of R.A Kartini’s Placenta), Museum R.A Kartini (R.A

Kartini Museum), and Candi Angin (Angin Temple).

c. In Wisata Budaya, there are 6 (six) articles of Wisata Budaya page using

Indonesian and English: Memeden Gadu (Sacrecow Festival), Jembul

Tulakan (Jembul Tulakan Ceremony), Perang Obor (The Torch War), Pesta

Lomban (Lomban Party) or Larungan Kepala Kerbau (Giving Alms of

Buffalo’s Head), and Hari Jadi Jepara (Jepara Anniversary) or Prosesi

Pentas Seni (Art Performance), Pesta Baratan (Baratan Party).

d. In Wisata Belanja page, there is only one article using Indonesian and

English that is Batik Jepara (Batik of Jepara).

e. In Wisata Buatan, there are 6 (six) articles of Wisata Buatan page using

Indonesian and English: Anjungan Jepara di Puri Maerokoco Semarang

18
 (Jepara Pavilion in Puri Maerokoco, Semarang), Waterboom Tiara Park

(Tiara Park Waterboom), Kolam Renang Shinta Pool (Shinta Swimming

Pool), Waterboom Alamoya (Alamoya Waterboom), Kampung Maen

Kebonan (Playground Village “Kebonan”), and Kura-Kura Ocean Park.

f. In Wisata Karimunjawa, there are 4 (four) articles of Wisata Karimunjawa

page using Indonesian and English: Tracking Mangrove, Bukit Joko Tuwo

(Joko Tuwo Hill), Taman Nasional Karimunjawa (Karimunjawa National

Park), and Budaya Karimunjawa (Karimunjawa’s Culture).

g. In Desa Wisata page, there is only one article using both Indonesian and

English language that is Desa Wisata Tempur (Tempur Village).

h. In Sentra Industri Kerajinan, there are 5 (five) articles in Sentra Industri

Kerajinan page containing Indonesian and English like Kerajinan Monel

(Monel Craft), Kerajinan Keramik dan Genteng (Pottery and Roof-Tiles

Craft), Kerajinan Anyaman Rotan Bambu (Bamboo-Rattan Woven Craft),

Sentra Tenun Troso (Troso Woven Center), and Industri Kue dan Roti (Cake

and Bakery Industry).

In the website, English is used to inform foreign tourists about

interesting tourism destination in Jepara to make them interested to come.

19
3.4. Information and Promotion Media Created Using English by Disparbud

Kabupaten Jepara

Through its Tourism Marketing Department, Disparbud Kabupaten Jepara

creates information and promotion media for tourists in the form of printed and

electronic media. The information and promotion that were made through

printed media include leaflet, pamphlet, booklet, billboard, banner, and

advertising in mass media (newspaper). Meanwhile, through electronic media,

they create an online media in the form of website as the source of tourism

information. In addition, they do some promotion via radio, and television.

Based on the interview with the informants who are working in the

Tourism Marketing Department about the use of English in information and

promotion media, it can be concluded that not all information and promotion

media was made by using English. Only a few of them did. The picture below

is an example of promotion media (in addition to website) using English.

20
 Picture 4. Karimunjawa Leaflet.

In this leaflet, we can see that there are translation of Taman Laut Karimunjawa

description on the right of its Indonesian version.

During his job training, the writer only found two printed media using

English that are leaflet and booklet. The reason why Tourism Marketing

Department do not use English in all of their information and promotion media

is because they lack of human resources who have good ability in English.

Some media that already use English was created by using translation tool

under minor editing process by a person who had a responsibility to make and

design it. Thus, the language seems to be less interesting or less attractive as it

does not has good style and various word choices.

21
 Moreover, for some information and promotion media, they do not

design or arrange it themselves. However, they ask for help to another party

who has a relationship or can be called as rekanan or partners.

22
 CHAPTER IV

CONCLUSION

4.1. Summary

Jepara’s TIC website is the only online media created by Disparbud Kabupaten

Jepara as means or information and promotion media related to Jepara’s

tourism and culture as well as Disparbud Kabupaten Jepara itself. Jepara’s

TIC website is a website managed by Disparbud Kabupaten Jepara by

Tourism Marketing Department and all employees who are working in TIC

office building as they are responsible for managing and developing the

website.

The information provided in the website is about Jepara’s tourism

destination, transportation, accommodation, culture, event, and another news

related to Jepara. Some information had already used English. There are 44

(forty-four) information inside the website using Indonesian and English. They

are found in the menu of Wisata Alam, Wisata Sejarah, Wisata Budaya, Wisata

Belanja, Wisata Buatan, Wisata Karimunjawa, Desa Wisata, and Sentra

Industri Kerajinan.

In addition to the online media, Disparbud Kabupaten Jepara also do

promotion activities through electronic media such as radio and television and

also through printed media. Some of the printed media like leaflet and booklet

were already used English.

23
 The reason why not all the information and promotion media uses

English is because Disparbud Kabupaten Jepara is lack of human resources

who have good ability in English. Therefore, they only use English in some of

their information and promotion media. It is even done by using some aid like

dictionary and translator tool software.

4.2. Recommendation

In the writer’s opinion, Disparbud Kabupaten Jepara should improve the

quality of their website and other media information or promotion they have

made, because Jepara’s tourism has enormous potential compared to other

cities in Central Java. Particularly on the website, they should develope and

make it with manually written English of information rather than using

translation tool facility to change the whole content of the website to English

version, because it will make the language odd and uninteresting.

The use of English, the best one, becomes a must for Disparbud

Kabupaten Jepara, to make them ready to welcome domestic and international

tourist. It can be done by providing the best for them, in this case, by improving

the management of tourist attraction and the quality of information and

promotion media as the most influential part in attracting tourist. By doing so,

in the future, Jepara can be a major tourist destination for domestic and

international tourists.

24
 BIBLIOGRAPHY

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Egan, J. (2007). Marketing Communications. London: Thomson Learning.
Hughes, G., & Fill, C. (2008). Marketing Communications. Burlington:
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Kothari, C. R. (2004). Research Methodology. Delhi: New Age International.
Thomas, R. M. (2003). Blending Qualitative and Quantitative Research Methods
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Vigolo, V. (2017). Older Tourist Behavior and Marketing Tools. Verona:
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APPENDICES

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