KOMUNIKASI MEREK DALAM PEMASARAN PARIWISATA DI KABUPATEN BANYUWANGI (Studi Kasus pada Dinas Kebudayaan dan Pariwisata Kabupaten Banyuwangi)

Banyuwangi Regency has established tourism as a sector to improve the regional economy. Banyuwangi Regency Government also continues to carry out construction on several tourist attractions. Based on the tourism master plan for the regency which called as “Rencana Induk Kepariwisataan Kabupaten (RIPKK), tourism development aims to make Banyuwangi Regency a national and international tourist destination with a development orientation towards natural and cultural tourism. This study aims to find out the stages that the Government of Banyuwangi Regency has gone through in developing tourism destinations in their region using the concept of destination development put forward by Morgan & Pritchard which is described descriptively using qualitative research methods. The results of this study show that in developing destinations the Banyuwangi District Government has carried out five processes to build the destinastion such as Market investigation, analysis, and strategic recommendations; Brand identity development; brand launch and introduction communicating the vision; brand implementation; as well as monitoring, evaluation, and review. Which, if related to the brand communication strategy, the Government of Banyuwangi Regency has fulfilled all three aspects of brand communication such as brand visualization. Brand activatioan, and brand awareness