STRATEGI KOMUNIKASI PEMASARAN DESA WISATA EDElWEIS WONOKITRI DALAM MENINGKATKAN KUNJUNGAN WISATAWAN (Studi Kasus Pada Divisi Marketing Desa Wisata Edelweiss Wonokitri)

Rapid developments in the tourism industry have created tight competition for attracting potential tourists. Rapid technological changes encourage tourist attraction managers to continue to develop and market their destinations with the right strategy. This research focuses on the Edelweiss Wonokitri Tourism Village in Pasuruan Regency, which is a major destination because of the presence of rare Edelweiss plants in the Bromo Tengger Semeru National Park area. This village has succeeded in attracting the attention of tourists and has received a national award. This research aims to explore the marketing communication strategies used by the Edelweiss Wonokitri Tourism Village to increase tourist interest. The theoretical basis used is the marketing mix theory or what is called the marketing mix using the 4P aspects and the application of the pull strategy from the Three Ways Strategy theory. Through a marketing approach, this research highlights the importance of effective communication in achieving marketing goals, especially in the tourism industry. With increasing tourist interest, it is hoped that it can provide economic and social benefits for local communities. Thus, this research offers an in-depth understanding of the importance of marketing communication strategies in developing local tourism potential and increasing tourist interest. The research method is based on the type of data. The research approach used in this research is a qualitative approach. Data collection techniques include interview, observation, and documentation methods. Data analysis in this research was carried out through data reduction, data modeling, and drawing conclusions. Based on the observations and analysis that have been carried out, it is concluded that the management strategy of the Edelweiss Tourism Village has carried out maximum communication and promotion strategies by utilizing the media as a tourism promotion strategy in accordance with the results of the 4P marketing mix analysis and the pull strategy as a form of promotion. The Edelweiss Wonokitri tourist village attracts tourist interest by utilizing several methods, such as activating Instagram media by creating content feeds and reels and word-of-mouth (WOM) promotion techniques by utilizing tourist experiences that will be shared with potential tourists.