Analisis Komunikasi Pemasaran Dinas Kebudayaan dan Pariwisata dalam Mempromosikan Wisata Astana Gunung Jati
Abstract
Tourism plays an important role in improving the local economy. One potential form of tourism to be developed is
religious tourism, such as that found in the Astana Gunung Jati Tourism Village, located in Cirebon Regency. This
study aims to analyze the marketing communication strategies implemented by the Department of Culture and Tourism
(DISBUDPAR) of Cirebon Regency in promoting the destination. The research employs a qualitative approach using
interviews with nine informants. The analysis is based on Philip Kotler’s (2012) marketing communication mix theory,
which includes advertising, public relations and publicity, events and experiences, sales promotion, personal selling,
direct marketing, interactive marketing, and word of mouth. The method used in this study is qualitative, with
interviews conducted with nine informants selected based on predetermined criteria. The results show that
DISBUDPAR Cirebon Regency has implemented several elements of the marketing communication mix. The most
prominent elements are advertising, public relations and publicity, and events and experiences. However, elements
such as sales promotion, personal selling, direct marketing, and interactive marketing were found to be less effectively
implemented. One interesting finding beyond Kotler's marketing mix is the concept of "personification" or “role
modeling,” which emerged as a unique factor that can help promote the Astana Gunung Jati tourism site in this study.
Keywords: Marketing Communication Mix, Promotion, DISBUDPAR Cirebon Regency, Religious Tourism.
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