Track: Case Studies

Abstract

The purpose of this study is to find out how the marketing communication strategy carried out by the Department of Tourism and Culture of Langkat District in an effort to increase the number of domestic and foreign tourists to visit Tangkahan Tourism Location, Langkat Regency, also to identify obstacles in carrying out tourism promotion activities at the Department Tourism and Culture in Langkat Regency, North Sumatra Province. The method in this study uses a descriptive approach through observation, in-depth interviews and documentation for understanding the communication strategies undertaken such as giving attention, growing interest, getting satisfaction (desire), making decisions, and taking action. The results of the study provide an understanding that the marketing communication strategies and efforts undertaken by the Langkat Tourism and Culture Office are still oriented towards disseminating information through classic print media such as leaflets and booklets, which are limited in number and disseminated, not yet maximally utilizing online media or new media, which in fact has started to be developed by a number of tourist activity enthusiasts in Langkat District. Promotion through advertising is only done through personal sales activities, whereas the making of profiles and Tangkahan tourism advertisements have not been done and developed by the relevant agencies.