Promotion Elements in Marketing Communication Strategies

Oct 13, 2025 by wbrum.org 83 views

Introduction

The city of Bukittinggi, known for its natural beauty and cultural heritage, is a popular tourist destination in Indonesia. However, the city's tourism industry faces a significant challenge in increasing the number of tourist visits. To address this issue, the Department of Tourism, Youth and Sports in Bukittinggi City has implemented various marketing communication strategies. This study aims to identify the strategies used and the factors that support and hamper the implementation of these strategies.

Methodology

The methodology used in this study includes the paradigm of constructivism and various communication theories, including communication strategies, marketing communication, marketing mix, and tourism promotion. The study employed a qualitative approach, collecting data through in-depth interviews with stakeholders in the tourism industry, including government officials, tourist agents, and local community leaders. The data was then analyzed using thematic analysis to identify the key themes and patterns.

Promotion Elements in Marketing Communication Strategies

The Bukittinggi City Tourism, Youth and Sports Office implemented various promotional activities to increase tourist visits. Some of these activities include:

Public Relations: The office established relationships with local media outlets to promote the city's tourism industry.
Personal Selling: The office worked with tourist agents to promote the city's tourist destinations.
Advertising: The office created advertisements to promote the city's tourism industry.
Word of Mouth Promotion: The office encouraged local community leaders to promote the city's tourism industry through word of mouth.

These promotional activities are crucial in building awareness and interest of potential tourists towards tourist destinations in Bukittinggi.

Supporting and Inhibiting Factors

In implementing marketing communication strategies, there are several supporting factors that strengthen this activity. Some of these factors include:

Development of Technology: The widespread use of technology, including the internet and social media, has made it easier to spread information quickly and effectively to the wider community.
Social Media: Social media has enabled the Tourism Office to reach a larger audience and interact directly with the community.
Community Enthusiasm: The enthusiasm of the local community for promoting the city's tourism industry has been a significant factor in the success of marketing communication strategies.

However, there are also several inhibiting factors that hamper the implementation of marketing communication strategies. Some of these factors include:

Limited Budget: The limited budget allocated for marketing activities has been a significant challenge in implementing effective marketing communication strategies.
Policies Governing Marketing Activities: The policies governing marketing activities have been restrictive, limiting the office's ability to implement effective marketing communication strategies.
Less Effective Communication: The lack of effective communication between the government and tourist actors and related agencies has been a significant challenge in implementing marketing communication strategies.
Underutilization of Social Media: The underutilization of social media has been a significant challenge in achieving the target of tourist visits.

Conclusion

Overall, this research shows that the marketing communication strategy of the Department of Tourism, Youth and Sports in Bukittinggi City requires improvement and strengthening in several aspects. The main focus on the promotional element is right, but it is also necessary to optimize all elements in marketing mix in order to achieve maximum results. Increasing coordination between the government, tourism actors, and better use of information technology can be a strategic step in increasing tourist visits. This effort, if done well, can make Bukittinggi a tourist destination that is increasingly popular in Indonesia.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve the Marketing Mix: The office should optimize all elements in marketing mix, including product, price, promotion, and place, to achieve maximum results.
Increase Coordination: The office should increase coordination between the government, tourism actors, and related agencies to design more holistic strategies.
Better Use of Information Technology: The office should make better use of information technology, including social media, to spread information quickly and effectively to the wider community.
Increase Budget Allocation: The office should increase the budget allocation for marketing activities to implement effective marketing communication strategies.

By implementing these recommendations, the Department of Tourism, Youth and Sports in Bukittinggi City can increase the number of tourist visits and make Bukittinggi a popular tourist destination in Indonesia.

Q: What is the main goal of the marketing communication strategy for the Department of Tourism, Youth and Sports in Bukittinggi City?

A: The main goal of the marketing communication strategy is to increase the number of tourist visits to Bukittinggi City.

Q: What are the key elements of the marketing mix that are used in the marketing communication strategy?

A: The key elements of the marketing mix that are used in the marketing communication strategy include product, price, promotion, and place.

Q: What are the promotional activities that are implemented by the Bukittinggi City Tourism, Youth and Sports Office?

A: The promotional activities that are implemented by the Bukittinggi City Tourism, Youth and Sports Office include public relations, personal selling, advertising, and word of mouth promotion.

Q: What are the supporting factors that strengthen the marketing communication strategy?

A: The supporting factors that strengthen the marketing communication strategy include the development of technology, social media, and community enthusiasm.

Q: What are the inhibiting factors that hamper the implementation of the marketing communication strategy?

A: The inhibiting factors that hamper the implementation of the marketing communication strategy include limited budget, policies governing marketing activities, less effective communication, and underutilization of social media.

Q: What are the recommendations for improving the marketing communication strategy?

A: The recommendations for improving the marketing communication strategy include improving the marketing mix, increasing coordination between the government, tourism actors, and related agencies, better use of information technology, and increasing budget allocation for marketing activities.

Q: How can the Department of Tourism, Youth and Sports in Bukittinggi City increase the number of tourist visits?

A: The Department of Tourism, Youth and Sports in Bukittinggi City can increase the number of tourist visits by implementing effective marketing communication strategies, including optimizing all elements in marketing mix, increasing coordination between the government, tourism actors, and related agencies, better use of information technology, and increasing budget allocation for marketing activities.

Q: What is the significance of social media in the marketing communication strategy?

A: Social media is a crucial element in the marketing communication strategy as it enables the Tourism Office to reach a larger audience and interact directly with the community.

Q: How can the local community be involved in promoting the city's tourism industry?

A: The local community can be involved in promoting the city's tourism industry through word of mouth promotion, community events, and social media.

Q: What are the benefits of implementing effective marketing communication strategies?

A: The benefits of implementing effective marketing communication strategies include increasing the number of tourist visits, promoting the city's tourism industry, and creating jobs and economic opportunities for the local community.

Q: How can the Department of Tourism, Youth and Sports in Bukittinggi City measure the success of the marketing communication strategy?

A: The Department of Tourism, Youth and Sports in Bukittinggi City can measure the success of the marketing communication strategy by tracking the number of tourist visits, revenue generated, and feedback from tourists and local community members.