Marketing Communication Strategy of the Bima Regency Tourism Office in Promoting Tourist Village

Abstract

The Communication Strategy of the Bima Regency Tourism Office in Promoting Maria Village as a Tourist Destination aims to determine the communication strategy implemented by the Bima Regency Tourism Office in promoting Maria Village as a tourist destination. This study used a descriptive qualitative method, gathering data through interviews, observation, and documentation. The data were analyzed descriptively through the processes of data collection, data reduction, data presentation, and drawing conclusions. The research results reveal that the tourism office's communication strategy in promoting Maria Village as a tourist destination involves advertising through television, radio, brochures, and organizing events. Effective cooperation is maintained between the regional government, central government, tourism awareness groups, and the local community, ensuring well-executed promotional activities. Additionally, the Bima Regency Tourism Office utilizes social media platforms for promoting Maria Village, along with direct outreach to the community and relatives. However, despite these efforts, all the marketing communication strategies employed have not maximized the number of visitors to Maria Village. This is attributed to several factors, including limited government funding, preventing optimal promotional activities. Furthermore, inadequate infrastructure, a lack of human resources due to insufficient awareness of the importance of tourism development in Maria Village, and a lack of innovation by the Bima Regency Tourism Department and the community in enhancing the attractiveness of Maria Village for visitors contribute to this challenge.