Email this article 
(Universitas Ahmad Dahlan, Indonesia)(2) * Iman Sumarlan
(Universitas Ahmad Dahlan, Indonesia)*corresponding author
AbstractThis study examines how tourism marketing communication is practiced by a public tourism institution in promoting Waduk Malahayu. It adopts an interpretive qualitative approach using in-depth interviews, observations, and document analysis to analyze institutional communication practices. The analysis identifies a dominant orientation toward visibility, announcement, and institutional presence rather than toward sustained symbolic construction or relational engagement. Marketing communication activities are organized around episodic coordination, with events functioning as central moments of communication intensity and integration. Communication practices reflect a transmission-oriented conception in which integration occurs through temporal alignment rather than narrative coherence across channels and time. These practices are shaped by institutional logics associated with public-sector governance, including program-based planning and accountability demands. The study contributes to communication scholarship by conceptualizing tourism marketing communication as institutional communication and by demonstrating how integrated marketing communication is redefined through institutional enactment. The findings offer transferable conceptual insights for the study of public-sector communication and tourism promotion. Keywordsinstitutional communication; integrated marketing communication; marketing communication; public tourism; tourism communication
|
DOIhttps://doi.org/10.31604/jim.v10i1.2026.431-440 |
Article metrics10.31604/jim.v10i1.2026.431-440 Abstract views : 0 | PDF views : 0 |
Cite |
Full Text Download
|
References
Ahmadi, D., Sulaiman, A. I., Runtiko, A. G., Noegroho, A., Ar Raqi, R. I., Maryani, A., Yuniati, Y., & Yulianita, N. (2023). Marketing Communications for Tourism Development in Ecoethno Leadcamp Site. Studies in Media and Communication, 11(4). https://doi.org/10.11114/SMC.V11I4.5909
Arifda, J., Nugraha, A., & Rizal, E. (2025). Tourism Marketing Communication Strategy to Increase Tourist Interest in Visiting Pananjung Nature Tourism Park, Pangandaran. International Journal of Science and Society, 7(3). https://doi.org/10.54783/ijsoc.v7i3.1479
Balakrishnan Nair, B. (2022). Endorsing gamification pedagogy as a helpful strategy to offset the COVID-19 induced disruptions in tourism education. Journal of Hospitality, Leisure, Sport and Tourism Education, 30. https://doi.org/10.1016/j.jhlste.2021.100362
Boehmer, J. (2024). Integrated marketing communication. In Encyclopedia of Sport Management, Second Edition. https://doi.org/10.4337/9781035317189.ch291
Conz, E., Denicolai, S., & De Massis, A. (2024). Preserving the longevity of long-lasting family businesses: a multilevel model. Journal of Management and Governance, 28(3). https://doi.org/10.1007/s10997-023-09670-z
Efni, N., & Hasan, N. N. N. (2025). Tourism Communication in the Development of Mangrove Ecotourism in Coastal Areas: Experiences of Ecotourism Communication in Bengkalis District – Indonesia. Studies in Media and Communication, 13(2). https://doi.org/10.11114/smc.v13i2.7460
Evita, A., & Ali, A. (2023). Pemanfaatan Media Sosial Oleh Public Relations Banban Tea Untuk Pembentukan Citra Merek. EProceedings of Management, 10(1).
Garcia, C., & Wardhana, A. (2025). Analisis Strategi Komunikasi Pemasaran Wow Experience Bintan Atv Riders Dalam Meningkatkan Minat Wisatawan. Journal of Authentic Research, 4(1). https://doi.org/10.36312/jar.v4i1.3042
Hatami, M. I., & Hermawati, T. (2022). Komunikasi Pemasaran Kampoeng Wisata Baluwarti (Studi Kualitatif Mengenai Komunikasi Pemasaran Yang Dilakukan Kelompok Wisata “Kampung Wisata Baluwarti” Sebagai Upaya Pengenalan Potensi Wisata Di Kelurahan Baluwarti Kota Surakarta Tahun 2022). Jurnal Komunikasi Massa, 33(1).
Izzulhaq, D. I. A. (2022). Strategi Komunikasi Pemasaran Dinas Kebudayaan dan Pariwisata Kota Surakarta Dalam Meningkatkan Jumlah Kunjungan Wisatawan Pasca Pandemi COVID-19. In Naskah Publikasi.
Kade Dwi Arsana, I. G. N. A., Laurens Bethany, & Smith, O. (2024). Empowering Tourism Communication for Sustainable Village Development. Startupreneur Business Digital (SABDA Journal), 3(2). https://doi.org/10.33050/sabda.v3i2.560
Kavoura, A. (2007). Advertising of national identity and tourism bureaucracy. Current Issues in Tourism, 10(5). https://doi.org/10.2167/cit276.0
Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3). https://doi.org/10.1016/j.bushor.2017.01.006
Klijn, E. H., Eshuis, J., & Braun, E. (2012). The Influence of Stakeholder Involvement on The Effectiveness of Place Branding. Public Management Review, 14(4). https://doi.org/10.1080/14719037.2011.649972
Nursyadiah, I., Yuni Dharta, F., Kusumaningrum, R., Komunikasi, I., Singaperbangsa, U., & Abstract, K. (2023). Strategi Komunikasi Pemasaran Pariwisata Dalam Promosi Destinasi Wisata Taman Kincir Marigold Garden Karawang. Jurnal Ilmiah Wahana Pendidikan, 9(6).
O. Wambarop, M. L., Ngarawula, B., & Hariyanto, T. (2025). The Role of the South Papua People’s Assembly in Empowering Local Communities. International Journal of Research in Social Science and Humanities, 06(11). https://doi.org/10.47505/ijrss.2025.11.15
Pustaka, D. (2021). Kotler dan Keller 2016. Pharmacognosy Magazine, 75(17).
Rejoice Natasya Titan, & Ade Budi Santoso. (2024). Strategi Komunikasi Content Creator dalam Meningkatkan Brand Image Melalui Media Sosial Instagram EF Bintaro Sector Nine. Harmoni: Jurnal Ilmu Komunikasi Dan Sosial, 2(4). https://doi.org/10.59581/harmoni-widyakarya.v2i4.4103
Salam, N. E., & Syahza, A. (2023). Tourism Communication of Rupat Utara Island As ATourism Destination With Local Wisdom Dimensions. In Prosiding University Research Colloquium .
Simabur, L. A., Sangadji, S. S., Rahman, A., & Koja, N. A. A. (2023). Exploring the Research Landscape of Marketing Communication in Tourism: A Bibliometric Analysis. Studies in Media and Communication, 11(7). https://doi.org/10.11114/SMC.V11I7.6294
Sulthan, M. (2018). Marketing Communication Tourism Purbalingga District (Study of Communication Analysis of Digital-Based Tourism). Prosiding Semnasfi, 1(1). https://doi.org/10.21070/semnasfi.v1i1.1138
Tanjung, I. S., Tanjung, H., & Wibowo, Y. S. (2021). Development of Tourism Communication Model Based on Local Wisdom in Padangsidimpuan. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 4(4).
Utama, A. P., Chan, S., Karyatun, S., & ... (2024). Komunikasi Pemasaran Terpadu Sebagai Strategi Dalam Mencapai Keberlanjutan Bisnis. Mandalika …, 1(2).
Wirawan, P. E. (2025). Community-Based Wellness Tourism: A Phenomenological Study in Taro Bali Tourism Village. SHS Web of Conferences, 226. https://doi.org/10.1051/shsconf/202522601026
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.