Utilization of New Media in Tourism Marketing Communication: Marketing Strategy Conducted by Government Tourism Office of West Sulawesi

Abstract

Tourism is one of the leading sectors that can promote a region's economy. An innovative marketing strategy is needed to increase tourist awareness of destinations in West Sulawesi. This study aims to analyze the marketing strategy conducted by the Tourism Office of West Sulawesi. The method used in this research is a case study. The results of this study indicate that the strategy conducted by the Tourism Office in promoting the tourism potential in West Sulawesi is to create a calendar of events with various themes of activity capable of attracting tourists. In addition, the West Sulawesi Tourism Office also maximizes the use of new media, including websites and several social media such as Youtube, Facebook, and Instagram.