Communication strategy conducted by tourism office of Buleleng regency in promoting “janger kolok” during the COVID-19 pandemic

Abstract

The purpose of this study is to describe the communication strategy steps of the Tourism Office to promote Janger Kolok Cultural Tourism during the COVID-19 pandemic. This study uses a descriptive qualitative approach. The data sources of this research consist of key informants, expert informants, and supporting informants. The method of data collection was done through interviews, observation, and document recording. Data were analyzed descriptively. The results showed that the Buleleng Regency Tourism Office carried out communication strategy steps through four stages, namely: (1) the analysis and research phase, which focused on analyzing the condition of the decline in tourism activity; (2) the policy formulation stage, formulating strategic policies by utilizing digitalization to promote tourism through packaging creative media content on social media. (3) The implementation phase of the main strategy program is to start designing creative promotional content, and (4) the communication activity stage is to disseminate promotional content through social media such as Instagram and Youtube. This study concludes that the communication strategy of the Tourism Office in promoting Janger Kolok Cultural Tourism during the COVID-19 pandemic is through a creative media content strategy.