Manah, Upik Sari (2025) Strategi Komunikasi Dinas Pariwisata Dalam Mempromosikan Objek Wisata Jembatan Tengku Agung Sultanah Latifah Di Kabupaten Siak. Other thesis, Universitas Islam Riau.

Text skripsi_219110186_watermark.pdf - Submitted Version Restricted to Registered users only Download (3MB) | Request a copy

Abstract

This study aims to analyze the communication strategy implemented by the Tourism Office of Siak Regency in promoting the tourist attraction of Tengku Agung Sultanah Latifah Bridge (JTASL). The research uses a qualitative approach with a case study method through in-depth interviews, direct observation, and documentation. The findings reveal that the Tourism Office of Siak Regency plays a central role as the main communicator in promoting JTASL. The communication strategy includes selecting credible communicators, identifying appropriate target audiences, crafting messages that are informative, persuasive, and emotional, and utilizing various media channels, both conventional and digital. The targeted audiences include students, university students, millennial tourists, Generation Z, as well as local, domestic, and international tourists. In message development, the Tourism Office emphasizes visual storytelling and historical narratives to strengthen the image of JTASL as not only a beautiful destination but also one rich in cultural value. Social media platforms such as Instagram, TikTok, and Facebook serve as the main promotional channels, along with cross-border collaborations to reach international tourists. Despite the well-structured strategy, several challenges were identified, including limited human resources, lack of in-depth research on tourist characteristics, and insufficient budget for more intensive promotion. Therefore, capacity building for human resources, strengthening data-based research, and conducting regular evaluations are essential to optimize the effectiveness of tourism promotion for JTASL.

Actions (login required)

View Item