Communication Strategy in Promoting Cultural Tourism Destinations in Semarang City


The Semarang City Government seeks to raise awareness about Semarang City with a variety of marketing communication programs related to the tourism sector. This paper discusses the various communication strategies used, and the issuance of the decree of the Minister of Tourism Number KM.38 / UM.001 / MP / 2017 concerning the 10 (ten) Branding Logo of Indonesia’s Tourism Destinations. The government has set the branding logo for Bali, Bandung, Banyuwangi, Jakarta, Bunaken-Wakatobi-Raja Ampat, Yogyakarta-Solo-Semarang, Lombok, Makasar, Medan, Riau Islands tourism destinations. At the primary level of communication is an act of government policy (government / regulator) in disseminating and facilitating infrastructure and access to tourism, urban planning, culinary tourism zone policy and public areas. Furthermore, this primary communication the government (in this case the tourism office) has a role as the initiator of city branding and digital marketing. Secondary communication are carried out by stakeholders, in this case business people as enablers, local communities as accelerators, academics as conceivers in the context of city branding. Tertiary communication is related to interactions between layers of society and is strengthened by the media as a catalyst. Tertiary communication uses a forum or media involving stakeholders from the public, private and community dimensions systematically and sustainably, so that it is an implementation that can be realized in promoting culinary tourism destinations in the city of Semarang. The research method uses descriptive qualitative with SWOT analysis. Data collection techniques with interviews. Secondary data were obtained from the official website of the Semarang Regional Government, the official website of the Semarang Regional Tourism Office, the economic growth report from Bank Indonesia, the Semarang Regional Statistics Agency report. The study concludes that local governments metamorphose into balanced local governments that are customer-oriented and accountable to all stakeholders. City branding can be seen as a communication policy, because it is carried out by the government and with regard to public affairs. The communication strategy used by the Semarang City Government more specifically refers to the marketing communication strategy.

Keywords: communication strategy, promotion, travel destinations,, paser tribe, treatment, mulung, magical

[1] Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press.

[2] Anholt, S. (2009). Competitive Identity: The New Brand Management for Nations, Cities and Regions. Berlin:Springer.

[3] Ashworth, G. J and Voogd, H. (1990). Selling the City: Marketing Approaches in Public Sector Urban Planning. Belhaven Press, London.

[4] Bakhtiar, A. (2004). Filsafat Ilmu. Jakarta: Raja Grafindo Persada.

[5] Braun, E. (2008). City Marketing; Towars an Integrated Approach. Rotterdam: Desertasi Erasmus University.

[6] CEOs for Cities. (2006) Artikel; Branding Your City. London: Prophet.

[7] Copley, P. (2004) Marketing Communications Management – Concepts and Theories. London: Elsevier Butterworth-Heinemann.

[8] Cova, B. and Badot, O. (1995). Marketing Theory and Practice in a Postmodern Era. Baker, M.J. Marketing.

[9] T. Duncan, (2005). Theory and Practice. Basingstoke: Macmillan.

[10] Durianto, S. and Budiman, (2004). Brand Equty TOT; Strategi Memimpin Pasar. Jakarta: Gramedia Pustaka Utama.

[11] Engel, J. F. (2001). Consumer Behavior Millenium Edition. New Jersey: Prentice Hall.

[12] Hermawan, A, (2005). Kajian Bisnis Paradigma Kuantitatif. Jakarta: PT Grasindo.

[13] Estawara, (2008). Think IMC. Jakarta: Gramedia Pustaka Utama.

[14] Gregory, R. J. and Wiechmann, G. J. (2002). Marketing Corporate Image; The Company as Your Number One Product, NTC Business Books. Illinois USA: Lincoln Word.

[15] Hankinson, G. and Cowking P. (1995). What do you really mean by the brand? The Journal of Brand Management, vol. 3 issue 1, pp. 43-50.

[16] Inn, K. (2004). Plan for City Identity Establishment and City Marketing: The Cases of Kimpo City. vol 21. Issue 1, pp. 233-240.

[17] Jefkins, F. (1994). Public Relations Techniques. Butterworth Heinemann, Public Relations (Edisi Keempat). Jakarta: Erlangga.

[18] Karimah, K. E. and Wahyudin, U. F. dan Etika K. (2010). Aspek Ontologis, Epistemologis, dan Aksiologis Dalam Memandang Ilmu Komunikasi. Widya Padjadjaran, Bandung.

[19] Kartajaya, H. 2005. Attracting Tourist Traders Investors: Strategi Memasarkan Daerah di Era Otonomi. Jakarta: Gramedia Pustaka Utama.

[20] Kasali, R. (1994). Manajemen public relations: konsep dan aplikasinya di Indonesia. Jakarta: Grafiti Medika Pers.

[21] Kavaratzis, M. (2004). From City Marketing To City Branding. Henry Stewart Publications, vol. 1, issue 1, pp. 58–73.

[22] Keller, K. L. (2006). Strategic Brand Management; Building, Measuring and Managing Brand Equity. New Jersey: Prentice Hall.

[23] Kennedy, J. E. and Dermawan S. R. (2006). Marketing Communication –Taktik dan Strategi. Jakarta: PT Buana Ilmu Populer.

[24] Knapp, D. E. (2001). The Brand Mindset. Yogyakarta: Penerbit Yayasan Andi.

[25] Kotler, P. dan Amstrong, G. (2004). Dasar - Dasar Pemasaran Edisi Kesembilan Jilid Dua. Jakarta: PT Gramedia.

[26] Kotler, P. (2005). Manejemen Pemasaran. (2004). Jakarta: PT Erlangga.

[27] Kotler, P. (2005). Marketing Insights from A to Z. Jakarta: PT Erlangga.

[28] Kotler, P. dan Waldemar, P. (2006). B2B Brand Management. Jakarta: PT Bhuana Ilmu Populer.

[29] Littlejohn, S. W. and Karen A. F. (2008). Theories of Human Communication. Illinois: Waveland Press.

[30] Marhanani, T. A. (2017). Disertasi Memperkuat Identitas Destinasi Wisata Belanja Kota Bandung Dengan City Branding. Jakarta: Universitas Sahid.

[31] Marhanani, T. A. (2018). Memperkuat Identitas Destinasi Wisata Kuliner. Yogyakarta: Keppel Press.

[32] Morissan, (2007). Periklanan :Komunikasi Pemasaran. Jakarta: Kencana Prenada.

[33] Moore, F. (2004). Humas Membangun Citra dengan Komunikasi. Bandung: PT Remaja Rosdakarya.

[34] Schultz, D. E. (2003). The Next Generation of Integrated. International Journal of Advertising, vol. 24, issue 1, pp. 7-34.

[35] Schultz, D. E. (2003). Marketing Communication. Interactive Marketing, vol. 4, issue 4, pp. 318-319.

[36] Shimp, T. A. (2000). Periklanaii Promosi; Aspek Tambahan Komunikasi Pemasaran Terbaru. Jakarta: Penerbit Erlangga.

[37] Simon, A. (2007). How The World Views Its Cities. 3rd Edition. New York: Palgrave Macmillan.

[38] Tomlinson, J. (2003). Globalization and Cultural Identity, The global transformations reader. Cambridge: Blackwell Pub.

[39] Vermeulen, M. (2002). City Branding, Image Building and Building Images. Rotterdam: NAI Publishers.

[40] Bella, A. (2017). Ini Makna 10 Branding Baru Destinasi Wisata Indonesia. Retrieved 6, 16, 2019 from