STRATEGI KOMUNIKASI PEMASARAN PARIWISATA DALAM MENINGKATKAN JUMLAH WISATAWAN (Studi Pada Dinas Pariwisata Dan Kebudayaan Kabupaten Malang)

This research aims to find out the marketing communication strategy carried out by the Malang Regency Tourism and Culture Office in increasing the number of local and foreign tourists and knowing the obstacles and supporting factors in carrying out its marketing communication activities. This research is a type of qualitative descriptive that has the aim to find out how the marketing department includes several divions that exist, in preparing their marketing communication strategies and in carrying out these marketing activities. Data collection techniques in this research used were interview techniques, and documentation. The data of research are then analyzed using concepts IMC (Integrated Communication Marketing) which includes direct marketing, personal selling, public relation, sales promotion,interactive marketing, advertisement and events. The results of research are that the Tourism and Culture Office of Malang Regency has carried out several marketing activities to increase turist visits. As for various forms of tourism marketing such as Pull, Push and Pass strategy marketing, DISPARBUD Kab. Malang has inclueded the concept of integrated marketing communication. The prespective of the researcher, it is seen that currently the Tourism and Culture Office of Malang Regency is in the development stage of marketing activities, still needed innovation in marketing communication activites, both online and offlin