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All Journal Jurnal Ilmiah Komunikasi Makna INFORMASI Jurnal Pekommas Jurnal Ilmu Komunikasi Channel : Jurnal Komunikasi Jurnal Sosioteknologi JURNAL EDUCATION AND DEVELOPMENT Diakom : Jurnal Media dan Komunikasi Jurnal Rupa Kajian Jurnalisme Jurnal Manajemen Komunikasi DIALEKTIKA Sosiohumanitas: Jurnal Ilmu-Ilmu Sosial dan Humaniora Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences eProceedings of Management
Kharisma Nasionalita
Universitas Telkom
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Analysis of Marketing Communication Strategy for the Tourism Office of West Nusa Tenggara Province through the Official Instagram Account @Lomboksumbawa.Go Adinda Dewi Shalsabilla; Kharisma Nasionalita
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6669

Abstract

Tourist visits to the Province of West Nusa Tenggara at the end of 2021 will undoubtedly be an excellent opportunity for progress in improving the economy both regionally and nationally. However, along with the COVID-19 pandemic, visits are often blocked. Therefore, it is necessary to maximize the use of social media for digital promotion. This research uses qualitative methods with a case study approach to marketing communication strategies. This study aimed to determine the marketing communication strategy of the West Nusa Tenggara Provincial Tourism Office through the official Instagram account @lomboksumbawa.go. The study's results indicate that the marketing communication strategy on Instagram @lomboksumbawa.go can be seen through the concept of an effective marketing communication strategy developed by Machfoedz (2010). In the message strategy, the elements of communication information include information on accommodation, tourist destinations, creative economy, events, activities, and policies from the NTB Provincial Tourism Office and the Government, as well as public information. In creative form, message elements with rational messages and emotional messages are packaged in the form of photos, videos, and texts. In the media strategy, the media selection element of the West Nusa Tenggara Province Tourism Office focuses on Instagram as the primary medium of marketing communication. The second element is related to the consumer gap. The West Nusa Tenggara Provincial Tourism Office chooses the target audience and the right time to determine the upload of content or messages on Instagram. 
Co-Authors Adinda Dewi Shalsabilla Catur Nugroho Fauzan Anangga Felesia Ekafaya Kirianawati Gita Atiko Hadi Purnama Hartika Putri Mutiarani Indah Sary Juniar Lolly Octarina Muhammad Ghifari Putra Nadia Muty Ismalia Nasur, Octavianus Tertius Paulin Ninda Putti Arrochmah Nisa Nurmauliddiana Abdullah Pranya, Fikri Cetta Nirwasita Ratih Hasanah Sudrajat Ravenna Ravika Roro Retno Wulan Soni Sadono Syifaul Fauziyah, Syifaul