STRATEGI KOMUNIKASI PEMASARAN DINAS PARIWISATA KABUPATEN ROKAN HILIR DALAM MENINGKATKAN KUNJUNGAN WISATAWAN KE OBJEK WISATA PULAU JEMUR

Abstract

Seeing the ever increasing number of visits, Jemur Island is one of the potential objects that can be developed in Rokan Hilir Regency. Marketing strategies are needed to increase the number of visitors and the competitiveness of tourism products in the market. To increase the number of visitors, and introduce it to the wider community, an appropriate marketing communication strategy is needed by the local government. The purpose of this study  was to  determine how the form of advertising (advertising) carried out by the tourism office of Rokan Hilir Regency in promoting the Jemur Island Tourism Object.

This  type  of  research  is  field  research  that  directly  goes  to  the  research  location. This research is qualitative in nature of giving (descriptive) to tell the real things in the field. T he location

of this research was conducted in the tourist attraction of Pulau Jemur, Rokan Hilir Regency. The

subjects  of  this  research  are  the  Head  of  the  Rokan  Hilir  Regency  Tourism  Office,  the  Public

Relations section of the Tourism Office and other employees because in these sections and positions policies are made and implemented for the development of the island of tourism objects. The object of

research is the Marketing Communication Strategy of the Rokan Hilir Regency Tourism Office in

increasing the number of visits to the Jemur Island Tourism Object. Data collection techniques using observation,  interviews  and  documentation.  In  the  data  analysis  process,  researchers  used  an

interactive analysis model. Miles and Huberman's interactive analysis model consists of four components, namely (1) data collection (2) data reduction, (3) data presentation, and (4) drawing conclusions.

The  results  showed  that  the  advertisements  carried  out  by  the  Department  of  Culture,

Tourism, Youth and Sports of Rokan Hilir Regency on Jemur Island with the installation of billboards in an easily visible place, in addition to electronic media such as television was implemented. Sales promotion for Pulau Jemur is by going straight to the barge fire event. In the application of personal selling, namely creating outdoor exhibitions or solo exhibitions. In the implementation of public relations,   cooperation   with   the   mass   media,   including:   television   stations,   magazines   and collaborating with other parties in the development and management of tourist objects. Direct marketing is carried out by means of direct introduction, bringing media to the Jemur Island area which is provided with lodging, consumption, transportation facilities for the purpose of publication.

Keywords: Marketing Communication Strategy, Rokan Hilir Regency Tourism Office, Jemur Island Tourism

Object