Strategi Komunikasi Pemasaran Dalam Meningkatkan Jumlah Pengunjung (Studi Kasus Pada Wisata Lontar Sewu Gresik)

Abstract

Gresik is one of the regencies in East Java that has potential resources that can be used as a
tourist destination. There are many tourist destinations in Gresik, one of which is Lontar Sewu
Tourism, but due to the Covid-19 outbreak, this tour is temporarily closed and only opened
some time ago. The tourism manager ultimately focuses on marketing communication
strategies to maintain the existence and increase the number of visitors when the tour is
reopened. In this study, a qualitative descriptive method was used to reveal the facts and
existing data regarding marketing communication strategies in lontar sewu tourism. which is
then analyzed using the theory of Kotller and Keller in the form of a promotion mix or 5 Mix
promotion mix. The results of the research conducted, it can be seen that the strategy carried
out by the management of lontar sewu tourism uses elements of a marketing communication
strategy with a promotional mix. The management puts forward the efforts of marketing
communication strategies that are carried out to increase the number of visitors at lontar sewu
tourism by using various efforts, namely; advertising, sales promotion, personal selling, public
relations, and online selling