STRATEGI BIDANG PEMASARAN DINAS KEBUDAYAAN DAN PARIWISATA KOTA BANJARMASIN DALAM MENINGKATKAN KUNJUNGAN WISATAWAN

Abstract

One of the marketing strategies that can be carried out and is considered very effective is through promotions such as advertising and sales promotions. With this marketing strategy, tourists will know what new tours are emerging and popular. Therefore, the author raises the issue of the Marketing Strategy of the Banjarmasin City Tourism Office in Increasing Tourist Visits. The object of this research was carried out on 2019 visit data and fields at the Banjarmasin City Culture and Tourism Office. By using qualitative research methods. The results obtained in this study found that the tourism marketing strategy used by the Banjarmasin City Culture and Tourism Office to increase tourist visits to Banjarmasin City was not optimal, it would be better if it continued to be improved and innovated and involved more young people and students to play an active role. disseminate information about the City of Banjarmasin. The conclusion of this research is that the marketing strategy carried out by the tourism sector is still not optimal, it is hoped that there will be additional tourism marketing strategies so that the number of visits continues to increase and is stable. Although every month there is a slight increase, it is still not satisfactory because there are fluctuations in the number of tourist visits to the City of Banjarmasin.