Public Relations Communication Strategy in the Development of Culinary Tourism of the Old Port of Fencing at the Sibolga City Tourism Office
DOI:
https://doi.org/10.37278/artcomm.v9i1.1512Keywords:
Destination Branding, Public Relations, Tourism, Communication Strategy, Culinary TourismAbstract
This study analyzes the public relations communication strategy of the Sibolga City Tourism Office in developing culinary tourism at the Old Port of Fencing. This research is motivated by suboptimal tourism communication, weak destination branding, and an unintegrated communication strategy. The research objective is to examine the planning, implementation, and evaluation of communication strategies and relationships with stakeholders. The study used a qualitative approach with a phenomenological design. Data were collected through in-depth interviews, observation, and documentation with eight informants consisting of public relations officers, culinary MSMEs, and the community. Data analysis was conducted interactively through data reduction, data presentation, and conclusion drawing. The results show that the communication strategy is implemented through event-based promotions and the use of digital media, but is not optimal because the planning is not specific, implementation is not consistent, and evaluation is not measurable. In addition, stakeholder collaboration is not participatory and destination branding is still weak.
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