Strategi Komunikasi Dinas Pariwisata dalam Membangun Citra Destinasi Heritage Benteng Kuto Besak sebagai City Branding Kota Palembang

Suci Daniya; Taufik Akhyar; Muslimin Ritonga

doi:10.31294/jika.v13i1.12631

Authors

Suci Daniya Raden Fatah State Islamic University Palembang
Taufik Akhyar Raden Fatah State Islamic University Palembang
Muslimin Ritonga Raden Fatah State Islamic University Palembang

DOI:

https://doi.org/10.31294/jika.v13i1.12631

Keywords:

strategi komunikasi, citra destinasi, city branding, pariwisata heritage, Benteng Kuto Besak

Abstract

Penelitian ini bertujuan untuk menganalisis strategi komunikasi Dinas Pariwisata Kota Palembang dalam membangun citra destinasi heritage Benteng Kuto Besak (BKB) sebagai bagian dari city branding. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi, dan dokumentasi, dengan pemilihan informan menggunakan purposive sampling. Hasil penelitian menunjukkan bahwa pengelolaan BKB dilakukan melalui empat fungsi utama, yaitu perencanaan, pengorganisasian, pelaksanaan, dan pemasaran. Strategi komunikasi yang dilakukan telah memanfaatkan media digital, virtual tour, serta event pariwisata untuk membangun citra destinasi. Namun, terdapat tiga kesenjangan utama, yaitu antara perencanaan dan implementasi, antara projected image dan perceived image, serta antara strategi komunikasi dan pengalaman wisata. Kesenjangan ini menunjukkan bahwa citra yang dibangun melalui promosi belum sepenuhnya didukung oleh pengalaman nyata wisatawan. Penelitian ini menyimpulkan bahwa pembangunan citra destinasi yang efektif memerlukan integrasi antara strategi komunikasi, pengelolaan destinasi, dan kualitas pengalaman wisata

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