Aktivitas Komunikasi Pemasaran Dinas Kebudayaan dan Pariwisata Kabupaten Karo dalam Meningkatkan Kunjungan Wisatawan (Studi Deskriptif Kualitatif Wisata Bukit Gundaling Berastagi)

Abstract

The title of this research is the Marketing Communication Activity of the Karo Regency Tourism and Culture Office in Increasing Tourist Visits (Qualitative Descriptive Study of Tourism Objects in Gundaling Hill). This study aims to determine the marketing communication activities of the Karo District Tourism and Culture Office in increasing tourist visits and to find out the supporting and inhibiting factors of the marketing communication activities of the Karo District Tourism and Culture Office. The theory used in this study is marketing, promotion, promotion mix, AIDDA theory, tourism, tourism marketing and tourist communication. This research was carried out at the Karo District Tourism and Culture Office. This study uses descriptive qualitative methods. The informants in this study were six informants. Data collection techniques are in-depth interviews, observation, literature study and documentation. The results of this study are marketing communication activities carried out by the Karo District Tourism and Culture Office namely Advertising, Sales Promotion, and Personal Selling. This activity was carried out to increase tourist visits, especially Gundaling Hill. Gundaling Hill is one of the attractions in Karo Regency and still needs to be addressed. The obstacle of the marketing communication activities of the Karo District Tourism and Culture Office is a minimal budget, lack of coordination with other agencies, and infrastructure that must be improved.