Strategi Komunikasi Dinas Kebudayaan dan Pariwisata dalam Mempromosikan Banyuwangi Festival

This study discusses the communication strategies employed by the Department of Culture and Tourism of Banyuwangi Regency in promoting the Banyuwangi Festival. The research adopts a descriptive qualitative approach with data collected through observation, interviews, and documentation. Data analysis was conducted using the interactive model by Miles and Huberman, while data validity was strengthened through source triangulation.
The results of this study indicate that the Department of Culture and Tourism of Banyuwangi Regency implements tourism communication strategies based on the framework of Marketing Public Relations (MPR), which consists of pull, push, and pass strategies. The application of these three strategies has proven effective in increasing public exposure and participation in the Banyuwangi Festival. However, this study also highlights the need for continuous evaluation of audience segmentation and innovation in promotional media to ensure that tourism communication strategies remain relevant amid ongoing digital trends.