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The title of this research is The Strategy Marketing Communication of Department of Culture and Tourism Medan City In Market Medan City as a Tourism City. The purpose of this study is to see the strategy marketing communication and the obstacles that is faced by the Department and Tourism Medan City in market Medan city as a tourism city. This research is a qualitative research with a constructivism approach. Research subject is determined through the purposive method and obtain ton (10) informants that is consist of Head Marketing of Department of Culture and Tourism Medan City, the secretary of PHRI North Sumatera, The Head of ASITA North Sumatera,the member of Medan city parlement, the representation from the Highways Department, the representation from travel agency, two public figures and two tourists who came visiting Medan city.Data collection methods were done by observation, depth interview, anddocumentation study. Data analysis was done through data reduction, displaydata, and taking conclusion. The results showed that the strategy marketingcommunication that is done by the Department of Culture and Tourism MedanCity in market Medan city as a tourism city was done by segmentation,targeting, and positioning. These three strategies was supported with variousforms of promotion mix, such as advertising, personal selling directmarketing, word of mouth marketing, and marketing via social media. Theobstacles that is faced are inadequate infrastucture, unproffesionalof tourismhuman resources, attraction tourism management which is not maximized, thepeople who are not travel aware, the communication and coordination whichis not maximized done among the Department of Culture and Tourism MedanCity and some of the stakeholders, limited budget, and join promotion thathaven't implemented yet by the Department of Culture and Tourism Medan City with the other region. |
