STRATEGI KOMUNIKASI PENGEMBANGAN KOTA LAMA SEBAGAI DESTINATION WISATA DI KOTA SEMARANG

Semarang is the capital of Central Java and the 5th largest metropolitan city in Indonesia which has historical heritage. Many heritage buildings are scattered in the city. Old town in Semarang is a heritage area of the Netherlands that still exists and is famous in the present. Development of architectural modernization can threaten the existence of this region. The efforts made by the Indonesian government are quite a lot, namely by issuing cultural heritage laws, to protect heritage works from the past. This is not enough, because the active role of local government, the community and other stakeholders is the main motor. Community involvement and participation is needed to preserve historical heritage buildings. This research is presented with a descriptive qualitative method. Data collection techniques are done by direct observation of the object of research, interviews, namely question and answer directly with the speakers who can provide accurate information and literature study. Information Integration Theory is used for organizing messages or information that has the potential to influence one's attitude so that the purpose and correctness of information can support one's beliefs. The results of research on the communication strategy of developing the old town as a tourist destination in Semarang city are essentially planning and management, and to achieve a destination requires a brand destination, persuasion, publication, and advertising carried out by the Semarang city government to increase the number of visitors in old town. Besides that, other strategies are carried out by stakeholders, communities and visitors to increase the number of visitors through social media such as Facebook, Twitter, Instagram and events or festivals. Keywords: Information Integration Theory, Persuasion, Advertising, Publications