STRATEGI KOMUNIKASI PEMASARAN TERPADU DALAM PENGEMBANGAN DAYA TARIK WISATA PASCA PANDEMI COVID-19 DI DESA WISATA JATILUWIH

Abstract

This study examines the integrated marketing communication (IMC) strategy in enhancing tourism attractiveness at Jatiluwih Tourism Village in the post-COVID-19 period. The rapid growth of tourism in Bali, coupled with the disruption caused by the pandemic, has raised critical questions regarding how tourism destinations can recover and remain competitive while preserving cultural values. This research addresses three main problems: the forms of tourism in Jatiluwih, the implementation of IMC strategies, and their implications for tourism development. Grounded in integrated marketing communication theory and marketing management theory, this study employs a qualitative approach with a case study design. Data were collected through participant observation, structured interviews with tourism stakeholders, and documentation, and analyzed descriptively.The findings reveal that Jatiluwih integrates cultural, natural, agro-, and spiritual tourism, supported by the Tri Hita Karana philosophy. The IMC strategy is implemented through a combination of digital media (social media promotion), conventional tools (brochures and direct marketing), and community-based communication. A key finding shows a gradual recovery of tourist visits post-pandemic, reaching approximately 50–60 international visitors per day after a period of zero visitation during COVID-19 . Additionally, the study identifies that synergy between local culture and digital promotion significantly strengthens destination branding. This research contributes theoretically by enriching the application of IMC within cultural tourism contexts and practically by offering a sustainable communication model that integrates local wisdom and digital marketing to enhance tourism resilience.