Strategi Komunikasi Pemasaran Pada Tunjungan Romansa Dalam Meningkatkan Daya Tarik Wisatawan

Abstract

As the development of the tourism industry in Indonesia is very rapid and directly proportional
to the quality of tourist destinations, both in the form of facilities and infrastructure. One of
them is the city of Surabaya which is an attraction for local and foreign tourists. So that the
city of Surabaya is increasingly interested in developing tourism, one of which is Tunjungan
Romansa tourism. This research was conducted in Tunjungan Romansa, using primary data
collected by observation and interviews. The purpose of this research is to find out, analyze,
and describe the marketing communication strategy used by Tunjungan Romansa in attracting
visitors. The theory used in this study is the theory of Integrated Marketing Communication
(IMC) using six components, namely advertising (advertising), sales promotion (sales
promotion), direct marketing (direct marketing), personal selling (personal selling), public
relations (public relations), events and experiences.This study explains that the marketing
communication strategy carried out by Tunjungan Romansa is not optimal, so it is necessary
to improve the marketing communication strategy by using the six components that have been
explained by the IMC theory that can be applied.