Strategi Komunikasi Pemasaran Pemasaran untuk Meningkatkan Kunjungan Wisata Pantai Mngrove Kecamatan Perbaungan

Abstract

Beach Mangrove is one of the tourist destinations located in Perbaungan District, Serdang Bedagai Regency, North Sumatra. This beach is known as an ecotourism-based destination that offers the natural beauty of mangrove forests and pristine white sand. In addition to serving as a recreational spot, Beach Mangrove also has an educational function, particularly in environmental conservation through mangrove planting activities. The purpose of this study is to determine how marketing communication strategies are implemented to increase the tourist appeal of Beach Mangrove, and what challenges are faced in its implementation. The method used in this research is a descriptive qualitative approach through interviews and field observations. The results show that Beach Mangrove has great potential to attract visitors, especially through social media platforms such as Instagram and TikTok. However, the current marketing communication strategy is still suboptimal due to limited human resources, lack of promotional funding, and minimal collaboration with external parties. Available facilities such as tracking bridges, photo spots, and environmental education activities serve as added value for this destination. To increase tourist visits, it is necessary to strengthen digital promotion, provide training for human resources, and enhance collaboration with the tourism office and local communities.