Marketing Communication Strategy in Growing Visiting Motivation for New Tourists

Abstract

Marketing communication strategy is one of the factors that greatly affect the number of visitors to a tourist attraction because it is a design of how to influence the community in various ways so that people know they are interested in visiting and even visiting again for tourists who have visited. This study aimed to determine the marketing communication strategy in growing the motivation for visiting new tourists and old tourists who want to return to visit. This study uses a qualitative approach with a descriptive method. The study results show that the characteristics of tourists in the 70s and 80s and today's tourists are much different along with the development of information technology so that tourism actors, both companies and managers of tourist destinations, must have the right marketing communication strategy. One form of marketing communication strategy is to generate tourism motivation, especially among new tourism consumers, because this motivation encourages tourists to travel. According to researchers, four tourist motivations, namely physical, cultural, interpersonal, and social, can improve the image that causes the intention to travel so that the objectives of tourism marketing can be achieved. In this study, it can also be concluded that with the characteristics of tourists who are growing and dynamic from year to year, tourism marketing communication strategies should also be updated, especially in terms of increasing tourist motivation to travel.