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Abstract
This research examines the tourism marketing communication strategies implemented by the Pasuruan Regency Tourism Office, considering the region's significant potential yet facing challenges in the digital era. Aiming to identify existing strategies and formulate effective innovations, this study employs a descriptive qualitative method. Data collection involved observation, interviews, and documentation, analyzed through data reduction, display, and conclusion drawing. Findings reveal the office has implemented comprehensive and integrated strategies through meticulous market segmentation, targeting, and positioning. Integrated Marketing Communication, predominantly utilizing digital media and influencer collaborations, complemented by offline promotions, serves as a core pillar. This holistic approach proves effective in informing, persuading, and building tourist loyalty, contributing to the sustainable development of the tourism sector and local economy.
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References
- Andaryani, S. (2023). Tourism Marketing Communication Strategy of South Sumatra Province Using the GIWANG Application.
- Badan Pusat Statistik Jawa Timur. (2025). Number of Domestic Tourist Trips in East Java in 2024. Accessed on January 5, 2025, from https://jatim.bps.go.id/
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- Shimp, T. A. (2003). Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications. Dryden Press.
- Sinuhaji, V. V., Siregar, N. S. S., & Jamil, B. (2020). Marketing Communication Activities of the Karo Regency Tourism and Culture Office in Increasing Tourist Visits (Qualitative Descriptive Study of Gundaling Hill Berastagi Tourism).
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References
Andaryani, S. (2023). Tourism Marketing Communication Strategy of South Sumatra Province Using the GIWANG Application.
Badan Pusat Statistik Jawa Timur. (2025). Number of Domestic Tourist Trips in East Java in 2024. Accessed on January 5, 2025, from https://jatim.bps.go.id/
Belch, G. E., & Belch, M. A. (2001). Advertising and Promotion: An Integrated Marketing Communications Perspective (5th ed.). McGraw-Hill.
Digilib.uinsa.ac.id. (2025). Events and Tourism Marketing Strategy of Pasuruan Regency. Accessed on January 2025 from https://digilib.uinsa.ac.id/
Ginting, T. S. (2023). Marketing Communication Strategy in Developing Tourism in Lake Toba: A Case Study of the Lake Toba Area Ecosystem Preservation Coordination Agency (BKPEKDT).
Hidayati, R., & Rizqi, R. M. (2021). Tourism Marketing Communication Strategy in Rhee Loka Tourism Village, Sumbawa Regency (Case Study of Gelora Beach Tourism Village).
Intermestic.unpad.ac.id. (2025). Utilization of Digital Technology in Tourism. Accessed on January 2025 from http://intermestic.unpad.ac.id/
Jannah, U., & Moefad, A. M. (2019). Marketing Communication Strategy of the New Setigi Tourism in Gresik, East Java.
Katadata.co.id. (2025). Digital Revenue Graph. Accessed on January 5, 2025, from https://katadata.co.id/
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Pearson Education.
Morissan. (2014). Advertising: Integrated Marketing Communication. Jakarta: Kencana Prenada Media Group.
Pemerintah Kabupaten Pasuruan. (2025). Pasuruan Regency Tourism Statistics. Accessed on January 8, 2025, from https://pasuruankab.go.id/
Peter, J. P., & Olson, J. C. (2014). Consumer Behavior & Marketing Strategy (9th ed.). McGraw-Hill Education.
Perwirawati, E., & Juprianto. (2019). Maritime Tourism Marketing Communication Strategy in Increasing Tourist Visits to Banyak Island.
Pitasari, D. N., & Dewi, N. A. (2024). Marketing Communication Strategy in Increasing Tourist Visits to Cikolelet Tourism Village.
Pinontoan, N. A., Wihardi, D., Lestari, R., & Kristanty, S. (2024). Tourism Marketing Communication of Jakarta Mangrove Natural Park.
Rafi’i, & Jamalullail. (2022). Tourism Marketing Communication Management (A Case Study Analysis of Tourism Marketing Communication Management at Megati Water Park Cikarang).
Rangkuti, A. H., & Khairani, L. (2023). Marketing Communication Strategy for Park & Farm Sipirok Tourist Destination Through Instagram Digital Media in Increasing Visitor Interest.
Suara Bangil Media. (2025). Leading Destinations of Pasuruan Regency. Accessed on January 2025 from https://suarabangilmedia.com/
Sugiyono. (2013). Quantitative, Qualitative, and R&D Research Methods. Alfabeta.
Shimp, T. A. (2003). Advertising, Promotion, and Supplemental Aspects of Integrated Marketing Communications. Dryden Press.
Sinuhaji, V. V., Siregar, N. S. S., & Jamil, B. (2020). Marketing Communication Activities of the Karo Regency Tourism and Culture Office in Increasing Tourist Visits (Qualitative Descriptive Study of Gundaling Hill Berastagi Tourism).
Tjiptono, F. (2015). Marketing Strategy. Andi Publisher.
Vellas, F., & Becherel, L. (in Bungin, 2015). Tourism Marketing.