The Marketing Communication Strategy of Istana Amal Beach Management to Increase the Number of Tourist Visits in Penajam Paser Utara Regency
Abstract
Tourism needs to be improved to become a priority sector in the economic development
of Indonesia, with effective tourism planning and marketing to achieve satisfactory results both
economically and socially. Effective tourism planning and marketing are crucial for achieving
satisfactory development of tourism destinations. Pantai Amal is a natural tourist destination
located in Penajam Paser Utara Regency. This research aims (1) to find out the marketing
communication strategy of istana amal beach carried out by the tourism manager in Penajam
Paser Utara regency to increase the number of tourists visiting, (2) to find out and identify
obstacles and supporting factors that are faced by the tourism manager in Penajam Paser Utara
Regency in increasing the number of tourist visits. The method used is a qualitative method.
The research results show that (1) the marketing communication strategy of Istana Amal Beach
tourism employs both pull and push approaches. They actively utilize social media as a means
to attract tourists and invite them to visit the tourism destination. With this approach, the
managers of Istana Amal Beach tourism apply pull strategy by relying on the allure and
uniqueness of their destination, while also implementing push strategy through active efforts
on social media. In this way, they hope to reach a wider audience and provide a positive
impetus for potential tourists to choose Istana Amal Beach as their destination. (2) Supportive
elements strategy for communicating tourism marketing initiatives involve utilizing social
media, collaboration with music enthusiasts, and the organization of poundfit and aerobic
exercise activities. Social media serves as an effective channel to reach target audiences, while
collaboration with enthusiasts in music and sports provides added value and unique appeal.
However, hindering factors for this strategy lie in the social and cultural environmental
conditions, which can pose challenges in conveying tourism marketing messages. By
understanding and managing supporting factors and overcoming obstacles, the managers of
Istana Amal Beach Tourism can enhance the effectiveness of their communication strategy.
Collections
- Communication [990]