SOLO THE SPIRIT OF JAVA (Studi Deskriptif Kualitatif tentang Strategi Komunikasi Pemasaran Dinas Kebudayaan dan Pariwisata Kota Surakarta slogan Solo The Spirit Of Java dalam Mempertahankan Daya Tarik Kota Solo kepada Wisatawan)

Abstract

Lots of potential in the city of Solo as tourist places and events that can be enjoyed by the
tourists. But in this case, in the process of tourism potential, this work is not an easy task. The
purpose of this research is to describe and learn about marketing communication strategy
undertaken by the Department of culture and tourism city of Surakarta in maintaining the
attractiveness of the city of Solo to tourists. Departing from the concept thought theory
Marketing Communication Mix from Ilham Prisgunanto applied on the marketing
communication strategy includes advertising, public relation, sales promotion, personal selling.
This research uses qualitative descriptive research. Location research in the Office Culture and
Tourism Department city of Surakarta. In this research, researcher used a purposive sampling
technique as a method in the selection of informants. The results showed that the
marketing communication strategy undertaken Disbudpa among others through print media in
the form of banners, billboards, leaflets, booklets, electronic media be videotron, television, and
online media in the form of a Solo Destination application, website. Disbudpar fostering and
giving support perpetrators of the tourist industry in order that the concept of the show is
packaged in quality and taste for tourists to visit in the city of Solo. Disbudpar also promote its
products by following the exhibition, send ambassador of art to perform outside of the region.
Marketing communications strategy conducted by Disbudpar has maintained the appeal of Solo
city to tourists. The slogan of The Solo Spirit Of Java is not only reflected in the show, but
also on the services, as well as showing the community the city of Solo.
Key word: Marketing Communication Strategy and Attraction of Solo City