Tourism communication strategies of the tourism department of Rokan Hilir Regency in enhancing tourist visits to Bagan Heritage

Abstract

Tourism enhances regional income. Rokan Hilir Regency, Indonesia, holds exceptional tourism potential named Bagan Heritage, spanning regions. To optimize, stakeholders employ robust communication strategies. The Tourism Department employs diverse strategies to develop Bagan Heritage, aiming to stimulate tourist interest. Thus, this study is titled "Tourism Communication Strategies of the Tourism Department of Rokan Hilir Regency in Enhancing Tourist Visits to Bagan Heritage."

In this research, the exploratory technique of qualitative descriptive approach was employed. The objective of this technique is to obtain a comprehensive and holistic overview of the reality being considered. To gather the necessary information, the researcher conducted interviews with various relevant parties, engaged in direct observations at the tourism sites, and collected data through documentation. Subsequently, the researcher analyzed the obtained information by conducting a thorough examination of the data from interviews, observations, and documentation. In order to ensure the validity of the gathered information, the researcher performed comparisons, consolidations, and integrations of each piece of information obtained.

The findings of this study indicate that through the implementation of tourism communication strategies, the Tourism Department of Rokan Hilir Regency can enhance tourist visits to the Bagan Heritage destination. However, despite promising results, these efforts have not been evenly distributed across all the tourist destinations in Bagan Heritage. Therefore, further endeavors are necessary to maximize the implementation of the key points of tourism communication strategies, ensuring their comprehensive impact throughout all the tourist destinations in Bagan Heritage.   

Keywords: Tourism; Communication Strategy; Tourism Communication; Tourists; Tourism Department.