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.