Tourism Marketing Communication Strategy For West Sumatra in Promoting Tourism Events to Increase Tourist Visits in 2023
Article Sidebar
Main Article Content
Abstract
Purpose: The West Sumatra Provincial Government launched "Visit Beautiful West Sumatra 2023," a post-pandemic activation program aimed at increasing the number of tourist visits to West Sumatra by implementing events. This study aims to analyze and understand the tourism marketing communication strategy of the West Sumatra Government in promoting the "Visit Beautiful West Sumatra 2023" program to boost tourist visits to West Sumatra.
Method: The research method used is descriptive qualitative with a case study approach. The results indicate that the strategy currently employed by the West Sumatra government has been quite successful in promoting tourism events.
Result: This success is reflected in the 137 percent increase in tourist visits to West Sumatra during 2023, surpassing the target of 8.2 million visitors. This study concludes that the success of this marketing communication strategy can be measured by the high number of tourists visiting West Sumatra in 2023.
Contribution: The marketing communication strategy of the West Sumatra Tourism Province can serve as an example and be applied by provinces, regencies, and cities in Indonesia to increase tourist visits.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Ananta, A., & Satria, H. (2023). ANALYSIS OF THE VISIT BEAUTIFUL WEST SUMATRA 2023 LOGO WORK THROUGH VISUAL SEMIOTICS APPROACH. Journal of Aesthetics, Design, and Art Management, 3(1), 27-36. doi:https://doi.org/10.58982/jadam.v3i1.323
Ardhiyani, R., & Mulyono. H. (2018). Analisis Dan Perancangan Sistem Informasi Pariwisata Berbasis Web Sebagai Media Promosi Pada Kabupaten Tebo. Jurnal Manajemen Sistem Informasi, 3(1), 952-972.
Arivetullatif, Sulastri, & Afrianti, R. (2023). Impact of The Covid-19 Pandemic On West Sumatra Tourism. Jurnal Informatika Ekonomi Bisnis, 240-246. doi:10.37034/infeb.v5i1.236
Arpaci, Ö., Ugurlu K, & Batman O. (2015). Helal konseptli otel isletmelerine yönelik yap?lan müsteri sikâyetleri üzerine bir arast?rma. Bart?n Üniversitesi Iktisadi ve I Dari Bilimler Fakültesi Dergisi, 6(11), 181-198.
Biro Adpim Sekretariat Provinsi Sumatera Barat. (2023, Januari 09). Luncurkan Program Visit Beautiful West Sumatatra 2023, Gubernur Mahyeldi targetkan 8,2 juta wisatawan nusantara, mancanegara datang ke Sumbar. Retrieved from www.biroadpim.sumbarprov.go.id: https://biroadpim.sumbarprov.go.id/home/news/319-luncurkan-program-visit-beautiful-west-sumatatra-2023-gubernur-mahyeldi-targetkan-82-juta-wisatawan-
BPS Sumbar. (2024). Jumlah Wisatawan Mancanegara (Wisman) yang Datang ke Sumatera Barat (Bulanan) (orang), 2023. Retrieved from Badan Pusat Statistik Provinsi Sumatera Barat: https://sumbar.bps.go.id/indicator/16/210/2/jumlah-wisatawan-mancanegara-wisman-yang-datang-ke-sumatera-barat-bulanan-.html
BPS Sumbar. (2024). Kunjungan Wisatawan Pada Daya Tarik Wisata (DTW) Berbayar Menurut Kabupaten/Kota di Provinsi Sumatera Barat (orang), 2021-2023. Retrieved from Badan Pusat Statistik Provinsi Sumatera Barat: https://sumbar.bps.go.id/indicator/16/312/1/kunjungan-wisatawan-pada-daya-tarik-wisata-dtw-berbayar-menurut-kabupaten-kota-di-provinsi-sumatera-barat-.html
Brophy, S. (2015). Ecotourism: Practices, Benefits and Environmental Impacts.
Brown, G., Chalip, L., Jago, L., & Mules, T. (2004). Developing Brand Australia: Examining the Role of Events. Destination Branding: Creating the Unique Destination Proposition.
Cetin, G., & Yarcan, S. (2017). The Professional Relationship Between Tour Guides and Tour Operators. Scandinavian Journal of Hospitality and Tourism, 17(2), 1-13.
Chaprian, R. (2022). Sumatera Barat. Retrieved from www.visitbeautifulwestsumatra.id: https://visitbeautifulwestsumatra.id/information/sumatera-barat/
Çilkin, R. E., & Toksöz, D. (2020). Impact of ICTs on Event Management and Marketing, Customer Relationship Management, and E-Services (AMCRMES). IGI GLOBAL. Retrieved from https://doi.org/10.4018/978-1-7998-4954-4.ch010
Ditjen Bina Pembangunan Daerah. (2020, January 16). Kemendagri Dorong Pemerintah Daerah Sukseskan Program Lima Destinasi Pariwisata Prioritas. Retrieved from Ditjen Bina Pembangunan Daerah, Kementerian Dalam Negeri : https://bangda.kemendagri.go.id/berita/baca_kontent/363/kemendagri_dorong_pemerintah_daerah_sukseskan_program_lima_destinasi_pariwisata_prioritas_
Haniah, N., & Setiawati, S. D. (2022). ANALISIS FESTIVAL TANJUNG LESUNG DALAM UPAYA MENINGKATKAN WISATAWAN PASCA TSUNAMI. Jurnal Pendidikan Sejarah dan Riset Sosial Humaniora (KAGANGA), 5(2), 428-434. doi:https://doi.org/10.31539/kaganga.v5i2.4314
Hasan, A. (2013). Marketing dan Kasus-Kasus Pilihan. Yogyakarta: Centre of Academic Public Services.
Jannah, U., & Moefad, A. M. (2019). Strategi Komunikasi Pemasaran Wisata Baru Setigi di Gresik Jawa Timur. Jurnal Ilmu Komunikasi, 9(2), 114-129.
Kour, G., & Jain, T. (2017). Not Just Incredible, Positioning India as a "House of Brands": Extended Abstract. Developments in Marketing Science: Proceedings of The Academy of Marketing Science, 1295-1298. doi:https://doi.org/10.1007/978-3-319-47331-4_253
Kurniawan, G., Mirza, M., & Sukanda, U. F. (2024). Komunikasi Pemasaran Pariwisata Dinas Kebudayaan Dan Pariwisata Kota Tangerang Dalam Mempromosikan Event Pariwisata Dan Kebudayaan Kota Tangerang 2023. Innovative: Journal Of Social Science Research, 4(1), 1982-1991.
Lestari, N. (2023). Strategi Komunikasi Pariwisata Dalam Meningkatkan Minat Pengunjung Destinasi Wisata Alam Gomara Swiss Kabupaten Labuhanbatu Utara. Jurnal KESKAP: Jurnal Kesejahteraan Sosial, Komunikasi dan Administrasi Publik, 2(2), 144-156.
Lukiana , N. (2018). Komunikasi Pemasaran Pariwisata: Analisis Strategi Promosi Destinasi Wisata (Studi Kasus Pada Wisata Hutan Bambu, Desa Sumbermujur, Kecamatan Candipuro, Kabupaten Lumajang). Progress Conference, 1, 649–659.
Moenir, H. D., Halim, A., & Maharani, A. M. (2021). Implementasi ASEAN Tourism Strategic Plan (ATSP) dalam Pengembangan Pariwisata Sumatra Barat. Jurnal Kepariwisataan Indonesia: Jurnal Penelitian dan Pengembangan Kepariwisataan, 15(1), 49-63. doi:https://doi.org/10.47608/jki.v15i12021.49-63
Muslim, M. P., & Frinaldi, A. (2023). Konsep Inovasi Pariwisata Berbasis Kebudayaan Dalam Penggunaan Pakaian Adat Bagi Pedagang Kaki Lima (PKL) di Sekitar Landmark Jam Gadang Bukittinggi. JIM: Jurnal Ilmiah Mahasiswa Pendidikan Sejarah, 8(2), 282-289. doi:DOI: https://doi.org/10.24815/jimps.v8i2.24578
Noor, A. (2009). Manajemen Event. Bandung: Alfabeta.
Oktawina, M. (2024, Februari 1). Sebanyak 56 Ribu Lebih Kunjungan Wisman ke Sumbar. Retrieved from rri.co.id: https://rri.co.id/index.php/daerah/553523/sebanyak-56-ribu-lebih-kunjungan-wisman-ke-sumbar
Padek. (2023, Januari 16). Atasi Tiket Pesawat Mahal, Wagub Lobi Dua Maskapai Buka Penerbangan ke Sumbar. Retrieved from https://padek.jawapos.com: https://padek.jawapos.com/pariwisata/2363757913/atasi-tiket-pesawat-mahal-wagub-lobi-dua-maskapai-buka-penerbangan-ke-sumbar
Piancatelli, C., Massi, M., & Raccagni, D. C. (2020). Marketing experiential events through new media: The Ferragnez wedding case. Handbook of Research on New Media Applications in Public Relations and Advertising, 133–148.
Piore, M. J. (2017). Unemployment and Inflation Institutionalist and Structuralist Views. 144-149. doi:https://doi.org/10.4324/9781315084374
Pratama, A. H., Sulistiyanto, S., & Ali, Y. (2019). THE EFFORT OF WEST SUMATRA PROVINCE TO EMBRACE HALAL TOURISM. Regional Dynamic: Journal of Policy and Business Science, 1(1). Retrieved from https://jurnal.unej.ac.id/index.php/ISSRD/article/view/13739
Roozen, I., Chia, J., & Raedts, M. (2017). Does institutional nation branding exist in a Singaporean context? Place Branding and Public Diplomacy, 13(4), 325-347.
Saeni, A. A., Rahmat, M. F., & Rizaldi, A. R. (2023). MODEL DESTINATION BRANDING PULAU KARAMPUANG. Journal of Economic, Public, and Accounting, 5(2).
Sanusi, A. (2012). Metodologi Penelitian Bisnis. Jakarta: Salemba Empat.
Satria, F., & Fadillah, F. (2021). Konsep City Branding dan Identifikasi Nilai Lokal pada Kota-Kota Indonesia dalam Mendukung Nation Branding Indonesia. Jurnal Desain, 8(2), 147. doi:https://doi.org/10.30998/jd.v8i2.8118
Schultz, D. E., & Barnes, B. E. (1999). Strategic Brand Communication Campaigns. NTC Business Books.
Slamet, Abdullah, I., & Laila, N. Q. (2022). The contestation of the meaning of halal tourism. Heliyon, 8(3). doi:https://doi.org/10.1016/j.heliyon.2022.e09098
Subarkah, A. R., Rachman, J. B., & Akim, A. (2020). Destination Branding Indonesia Sebagai Destinasi Wisata Halal. Jurnal Kepariwisataan Destinasi Hospitalitas dan Perjalanan, 4(2), 84-97. doi:https://doi.org/10.34013/jk.v4i2.53
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.
Sumiyati, S., & Murdiyanto, L. (2018). STRATEGI KOMUNIKASI PEMASARAN PARIWISATA UNTUK MENINGKATKAN KUNJUNGAN WISATAWAN DI PANTAI SUWUK KABUPATEN KEBUMEN. Jurnal Ilmiah Ilmu Komunikasi, 17(2), 171. doi:https://doi.org/10.32509/wacana.v17i2.629
Surya, E. D., Ginting, P., Rini, E. S., & Absah, Y. (2018). THE ANALYSIS OF HALAL TOURISM PRODUCTS AND BRAND IMAGE DESTINATION ON TOURISTS’ REPEATED VISITS VIA TRUST IN WEST SUMATERA PROVINCE. International Journal of Civil Engineering and Technology (IJCIET), 9(8), 1206-1220
.
Tsai, C. T. (2016). Memorable Tourist Experiences and Place Attachment When Consuming Local Food. International Journal of Tourism Research, 18(6), 536-548.