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STRATEGI KOMUNIKASI PARIWISATA PEMERINTAH KABUPATEN NATUNA DALAM MEMPROMOSIKAN GEOSITE GUNUNG RANAI
This study analyzes the tourism communication strategy of the Natuna Regency Government in promoting Geosite Mount Ranai as a Priority Tourism Destination 1. Geosite Mount Ranai, which is part of the Natuna Geopark recognized by UNESCO, holds geological, cultural, and ecological values with potential to attract tourists. However, its promotion remains less prominent compared to Natuna’s marine tourism. The research applies a qualitative descriptive method using the ACADA model (Assessment, Communication Analysis, Design, and Action) and the Integrated Marketing Communication (IMC) mix, consisting of advertising, sales promotion, public relations, personal selling, and direct & online marketing. Data were collected through interviews with the Natuna Tourism Office, destination managers, and tourists, supported by documentation and observation. The findings reveal that the Department of Tourism has implemented several promotional efforts, such as digital content development, slogan creation (#SongGiNatuna), collaboration with media, and community involvement. Nevertheless, these efforts remain fragmented and lack consistent action-oriented strategies, particularly in advertising and personal selling. Tourists highlighted the need for authentic, experience-based promotion and stronger facilities, while managers faced constraints in resources and regulatory limitations. This research concludes that the current communication strategy has a strong foundation but requires better integration and collaboration among stakeholders. Recommendations include developing action-oriented advertisements, designing value-based sales promotions, strengthening public relations with educational and ecological emphasis, enhancing personal selling through trained staff, and ensuring consistent digital marketing with community participation. Strengthening these aspects will improve the effectiveness of tourism promotion and build a stronger image of Geosite Mount Ranai.
FAKULTAS ILMU SOSIAL DAN HUMANIORA, UIN SUNAN KALIJAGA YOGYAKARTA
NIM.: 21107030068 Valencia Virdiyan Feriosa
STRATEGI KOMUNIKASI PARIWISATA PEMERINTAH KABUPATEN NATUNA DALAM MEMPROMOSIKAN GEOSITE GUNUNG RANAI (Text)
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