STRATEGI KOMUNIKASI PEMASARAN DINAS PARIWISATA, PEMUDA DAN OLAHRAGA KABUPATEN LUWU TIMUR DALAM MENINGKATKAN KUNJUNGAN WISATAWAN KE DESA WISATA MATANO INIAKU.

This study aims to determine the marketing communication strategy of the Tourism, Youth, and Sports Office of East Luwu Regency in increasing tourist visits to the Matano Iniaku Tourism Village. The study uses the Integrated Marketing Communication (IMC) theory with a qualitative approach, an interpretative-constructivist paradigm, and a descriptive case study type. Data were obtained through interviews and documentation with eight tourism marketing employees, then analyzed using the Miles and Huberman model and tested through triangulation. The results show that the marketing communication strategy is carried out through the use of social media, websites, tourism events, collaboration with influencers, and collaboration with tourism village managers. Promotional messages highlight the beauty of Lake Matano, local culture, and other tourist attractions, with the use of digital media and direct promotions to reach tourists. This study concludes that the implemented marketing communication strategy is in accordance with the IMC concept and contributes to increasing the attractiveness and tourist visits to the Matano Iniaku Tourism Village.