Strategi Komunikasi Pemasaran Balai Besar Konservasi Sumber Daya Alam Sumatera Utara dalam Meningkatkan Jumlah Pengunjung di Taman Wisata Alam Dolok Tinggi Raja, Kabupaten Simalungun, Provinsi Sumatera Utara, Indonesia

Abstract

The objective of the research was to analyze 1) marketing communication strategy, 2) the obstacles in implementing marketing communication strategy, and 3) any attempts to handle the obstacles in implementing it at the KSDA (Natural Resource Conservation) Center of North Sumatera to increase the number of visitors at the TWA (Natural Tourism Area) Dolok Tinggi Raja, Simalungun Regency, North Sumatera Province. The research used the concept of marketing communication strategy by applying the theory of mix marketing promotion. It used a descriptive quaitative method. The result of the research showed that 1) the marketing communication strategy at the KSDA Center of North Sumatera used direct and digital marketing, public relations, and personal sale, 2) obstacles in implementing marketing communication strategy consisted of physical obstacles had roads, inadequate facilities and infrastructures, and limited signal) and technical obstacles (human resources), and 3) any attempts to handle the obstacles in implementing marketing communication strategy at the KSDA Center of North Sumatera were as follows.’ physical obstacles were handled by coordinating with the local government end cross-sectoral agencies to get support in faculties ad infrastructures and improvement in accessibility. The KSDA Center also organized a trace design which would give the opportunity for the TWA Dolok Tinggi Raja to promote it to the tourism management. Cultural handicaps could be handled by coordinating with the local people by socializing and approaching public figures while technical obstacles could be handled by in reading the personnel capacity in th TWA Dolok Tinggi Raja.