STRATEGI KOMUNIKASI PEMASARAN TERPADU DINAS KEBUDAYAAN & PARIWISATA KOTA BAUBAU DALAM MEMBRANDING KOTA BAUBAU SEBAGAI KOTA WISATA BUTON DENGAN BENTENG TERLUAS DI DUNIA

Abstract

In Buton, Southeast Sulawesi, is located a fort built on a 20,7 hecatre hill. The fort used to be the capitcal of Buton's Sultanate and has long approximately 2740 metres. In general the fort has 12 gates and each of it completed with a cannon of each side. Also, its position on the quite high hill with slope steep enough allowed this area to become best war defense at its time. There are a lot of perceptions of citizens that see the performance of Dinas Kebudayaan dan Pariwisata Kota BauBau in managing the tourism asset Kota Baubau especially Fort of Buton Palace as somehow "running at place". Government and citizens has been always touting rant about Fort of Buton Palace being the widest fort in the world. But whether this label is admitted largely by public or not, is still a quesfion. Meanwhile, if we carefully check, in 2006 Fort of Button Palace has been awarded by Guinnes of Record and MURI as the world's widest fort. Communication strategy of Tourism and Culture Department in Kota BauBau in branding Kota BauBau as Buton tourism city with widest fort in the world. Method being used in this study is descriptive qualitative with the use of constructivism paradigm. The concept being used as the analysis object is marketing communication mix which includes advertising, selling promotion, personal promotion, direct marketing, internet marketing, and public relation. The study result of integrated marketing communication Dinas Kebudayaan & Pariwisata Kota BauBau at branding Kota BauBau as Buton's tourism city with world's widest fort which is implementing special strategy. The strategy has 7Ps concept. In realizing the strategy which by doing integrated marketing communication (IMC). Generally Dinas Kebudayaan & Pariwisata Kota BauBau has been implementing the aspects of the IMC, only the has not brought maximum outcome.