Implementing Integrated Marketing Communication Strategies to Enhance Tourism Growth: A Case Study of Lumajang Tourism Office

Lumajang Regency is located near Mount Semeru, so it has high tourism potential because of the many tourist attractions in Lumajang, especially natural tourism. The Lumajang Tourism Office must conduct marketing to increase the number of tourist visits. Hence, this study aims to determine the Integrated Marketing Communication (IMC) used by the Lumajang Tourism Office to increase the number of visits. The increase in tourists is important because the high number of visits can increase regional income. The research method used is descriptive qualitative, and data collection is conducted by interviews with sources from the Lumajang Tourism Office who have roles in tourism marketing, observation, and data collection documentation according to research needs. The study results are based on IMC used by the Lumajang Tourism Office, namely advertising, sales promotion, direct marketing, public relations, and personal selling. Based on the visit data that has been presented, it can be shown that by using IMC elements, the Lumajang Tourism Office can increase the number of tourist visits. The implementation of IMC is by placing advertisements on television, brochures, and magazines; sales promotions by creating tour packages offered to agents or travel agencies; Public relations by conducting tourism awareness group training and human resource development; direct marketing by telemarketing to travel agencies or bureaus; and personal selling by Tourism Ambassadors to participate in tourism events or tourism exhibitions.