IMPLEMENTASI MODEL STRATEGI KOMUNIKASI DALAM MENINGKATKAN MINAT KUNJUNGAN WISATAWAN MELAUI REBRANDING CITY OF FESTIVALS (STUDI DESKRIPTIF KUALITATIF PADA PEMERINTAH KOTA YOGYAKARTA)

Ahmad Burhanudin Trisnawan, NIM.: 21107030065 (2025) IMPLEMENTASI MODEL STRATEGI KOMUNIKASI DALAM MENINGKATKAN MINAT KUNJUNGAN WISATAWAN MELAUI REBRANDING CITY OF FESTIVALS (STUDI DESKRIPTIF KUALITATIF PADA PEMERINTAH KOTA YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The growing number of community-based events and festivals represents a strategic potential for tourism development in Yogyakarta. The Yogyakarta City Government responded to this condition by rebranding the city as the City of Festivals through the establishment of a policy-based and cross-sectoral collaborative ecosystem. This study aims to examine the implementation of the Yogyakarta City Government’s communication strategies in increasing tourists’ visit intentions through the rebranding program. The research applies Hafied Cangara’s five-stage communication strategy model, consisting of research, planning, implementation, evaluation, and reporting, as well as Ferdinand’s theory of visit intention, which includes transactional, referential, preferential, and explorative interests. Using a qualitative descriptive approach, data were collected through in-depth interviews with the Regional Development Planning Agency (Bappeda), the Tourism Office, and the Communication and Informatics Office of Yogyakarta City, supported by documentation and literature review. The findings indicate that the communication strategies were implemented in a structured manner. The research stage involved problem identification, mapping of regional tourism potential, analysis of tourist behavior, and media usage research. The planning stage focused on message and objective formulation, audience targeting and segmentation, and media and promotional channel selection. The implementation stage was carried out through social media and digital platform promotion, direct promotional activities and collaborative events, cross-sectoral collaboration between government and communities, and branding reinforcement through urban infrastructure and visual elements. The evaluation stage included assessments of tourist arrivals and length of stay, event implementation, digital media performance, and inter-organizational coordination, while reporting was conducted systematically, publicly disseminated, and used as a basis for strategy improvement. This study concludes that well-planned, structured, and collaborative communication strategies are effective in strengthening Yogyakarta’s image as the City of Festivals and in increasing tourists’ visit intentions across all dimensions.

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