Strategi Komunikasi Pemasaran Dinas Pariwisata, Kebudayaan, Pemuda dan Olahraga Kabupaten Dairi dalam Mempromosikan Taman Wisata Iman (TWI)

Abstract

This research is entitled "Marketing Communication Strategy of the Dairi Regency Tourism, Culture, Youth and Sports Office in Promoting the Taman Wisata Iman (TWI)". This type of research is descriptive qualitative. The aim of the research is to find out what marketing communication strategies are carried out by the Dairi District Tourism, Culture, Youth and Sports Department (Disparbudpora) in promoting TWI. This research also aims to find out what are the obstacles to the marketing communication strategies implemented by the Dairi Disparbudpora in promoting TWI. The theories and concepts in this research are marketing communication strategy, 7P marketing mix, new media, consumer behavior, and tourism. The data collection techniques used were interviews, observation and documentation. The number of informants in this study consisted of five people. Three of them are employees from the Dairi Disparbudpora. Two of them are visitors and traders at TWI. The results of this research consist of two. First, the marketing communication strategy carried out by Disparbudpora Dairi in promoting Taman Wisata Iman is by carrying out bold promotions through Instagram, YouTube, Facebook, websites and the TVRI television channel. Apart from that, every year they hold the Pesona Dairi event. This activity aims to promote Dairi tourism including the Taman Wisata Iman. However, there are several obstacles in the marketing strategy implemented by the Dairi Disparbudpora. Among them, lack of quality human resources, limited budget, difficult transportation accessibility, relief conditions, many choices of new tourist destinations, lack of quality facilities and infrastructure, lack of cleanliness and cleanliness. Apart from that, Taman Wisata Iman also does not have an official website as an online promotional medium. Even though they have carried out bold promotions, promotional activities for Taman Wisata Iman are still not being carried out intensively. The last obstacle, Taman Wisata Iman does not have a special organizational structure to date.