Puspitasari, Putri (2026) Strategi Komunikasi Pariwisata Pemerintah Kota Surabaya dalam Membangun Brand Destination pada Eduwisata Romokalisari Adventure Land. (Surabaya City Government's Tourism Communication Strategy in Building a Destination Brand at Romokalisari Adventure Land Educational Tourism). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study examines the tourism communication strategy implemented by the Surabaya City Government in building the destination brand of Romokalisari Adventure Land as an educational tourism destination. The research addresses the problem of how communication strategies are utilized to introduce and strengthen the identity of Romokalisari Adventure Land amid increasing competition among tourist destinations. This study employed a descriptive qualitative approach using the Integrated Marketing Communication (IMC) framework. Data were collected through in-depth interviews, observation, and documentation involving representatives of the Surabaya City Government, destination managers, and visitors. The data were analyzed using the Miles, Huberman, and Saldaña interactive model, consisting of data reduction, data display, and conclusion drawing. The findings reveal that the destination branding strategy is implemented through the integration of advertising, public relations, and digital marketing communication. Promotional activities are conducted through social media platforms, official government websites, media publications, community engagement, and collaborations with content creators and influencers. These communication efforts consistently emphasize the destination’s educational, environmental conservation, and family recreation values. The study concludes that the implementation of an integrated communication strategy has successfully strengthened the identity and positive image of Romokalisari Adventure Land, positioning it as a distinctive educational tourism destination in Surabaya.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Destination, Branding, Romokalisari, Adventure Land, Eduwisata. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi |
| Depositing User: | 1152200138 Putri Puspitasari |
| Date Deposited: | 12 Nov 2026 03:45 |
| Last Modified: | 12 Nov 2026 03:45 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/47091 |
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