Implementation of Integrated Marketing Communication In Asia Heritage Tourism Promotion In Pekanbaru

Eky Hakiki; Dafrizal Samsudin

Implementation of Integrated Marketing Communication In Asia Heritage Tourism Promotion In Pekanbaru

Authors

Eky Hakiki Universitas Islam Riau
Dafrizal Samsudin Universitas Islam Riau

Keywords:

communication strategy, Integrated Marketing Communication, Asia Heritage, Communication Tourism

Abstract

This study aims to analyze the promotional communication strategies implemented by PT. Asia Wisata Mandiri in promoting the Asia Heritage tourist destination in Pekanbaru. As a rapidly growing artificial attraction, Asia Heritage requires effective promotional strategies to enhance visitor interest and influence travel decisions. This research employs a descriptive qualitative method with data collected through in-depth interviews, field observation, and documentation. The informants consist of the Human Resource Manager, the Head of Marketing, and two visitors as supporting data sources. The findings reveal that PT. Asia Wisata Mandiri applies an Integrated Marketing Communication (IMC) strategy, including advertising on social media, sales promotions through thematic events, public relations through positive publications, personal selling through direct services, and direct marketing via digital platforms. These efforts successfully increase brand awareness and strengthen the destination’s image, although challenges remain, such as limited human resources and suboptimal digital content. Overall, the communication strategy is effective but requires continuous innovation.

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Implementation of Integrated Marketing Communication In Asia Heritage Tourism Promotion In Pekanbaru