Integrated Marketing Communication Strategy (IMC) of Provincial Tourism Office of Banten in Promoting Banten Tourism

Abstract

The tourism sector indeed is a resourceful sector to be developed into one source of local regional revenue. Therefore, the development of tourism becomes the objective of the Government of Indonesia at this time. This research aims to explain the integrated marketing communication strategy undertaken by the Provincial Tourism Office of Banten in promoting Banten tourism. Qualitative research utilizes the primary data obtained through interviews. The outcomes of this research indicate that in conducting integrated marketing communication strategy, Provincial Tourism Office of Banten uses tools in integrated marketing strategy. First, Provincial Tourism Office of Banten acts as a determinant of tourism policy and as a facilitator in Banten province. In the promotion of tourism, the government employs personal sales through exhibition and exhibition activities, advertisements with media above-the-line and below-the-line, and interactive marketing through social media. Second, branding tourism through Banten 7 Wonders that is divided into 7 leading tourist destinations in Banten and use the #ExcitingBanten and #AyoKeBanten hashtag in social media. Third, the Department of Tourism cooperates with the youth communities of Banten and stakeholders engaged in tourism. Involving the community becomes a means to attract millennial generations to travel to Banten.