ANALISIS KEKUATAN KOMUNIKASI PARIWISATA DALAM MEWUJUDKAN GERBANG IBU KOTA NEGARA (IKN) DI KALIMANTAN SELATAN

Abstract

South Kalimantan does not yet have a tourism model that can be described as an icon that sells, although South Kalimantan is famous for the Banjarmasin as city of the thousand rivers. However, brand of the tourism is based with the iconic river concept has not been well demonstrated in terms of facilities and infrastructure. Tourism marketing techniques are also still packed with minimalist techniques, very far from being effective because they only rely more on selling tourism through national events held in South Kalimantan. Especially after the Covid-19 outbreak which spread throughout the world, of course tourism has a very big impact including South Kalimantan and all of Indonesia. So a deep strategy is needed to dismantle the power of tourism because South Kalimantan is an old city that is 495 years old. The research approach used is the Mix method, a combination of qualitative and quantitative and location development as well as a tourism development strategy that is intended to be implemented in all 2 cities and 11 districts in South Kalimantan. The results of this study are that South Kalimantan needs to maximize the green tourism aspect, because Indonesian tourism is directed at preserving natural resources. South Kalimantan in tourism marketing communications, the main strength lies in natural conditions which can be directed at the concepts of green tourism, green region and green society. In addition, facilities and infrastructure in South Kalimantan must be improved because they are still very minimal, even though South Kalimantan is projected to be the gateway to the nation's capital in the future. Therefore, South Kalimantan as part of Indonesia must offer a mature tourism concept in the future so that it deserves the title of tourist area towards the gateway to the nation's capital. Keywords: Tourism Communication, IKN Gate, Green Tourism, South Kalimantan