Integrated Marketing Communication Strategy of the Central Buton Regency Tourism Office in Increasing the Number of Tourist Visitors at Mutiara Beach

Abstract

This research aims to explore the integrated marketing communication strategy implemented by the Central Buton Regency Tourism Office in an effort to increase the number of tourist visitors at Mutiara Beach. The research method used was qualitative with a descriptive approach. Data were collected through in-depth interviews, observation, and document analysis. The results showed that the Central Buton Regency Tourism Office implements various communication channels, including social media, print and electronic advertisements, as well as direct promotional activities such as tourism festivals and exhibitions. In addition, collaboration with travel agents and local influencers helped to increase the attractiveness of Mutiara Beach. This communication strategy succeeded in increasing tourists' awareness and interest in the destination, which is reflected in an increase in the number of visitors. This research suggests that the Tourism Office continue to strengthen the integrated marketing strategy and consider feedback from visitors for further refinement.