Abstract
One of the water attractions that is very interesting and has the potential to be developed into a mainstay tourist destination in Banjar Regency and even in Kalimantan is the Riam Kanan Reservoir in Aranio District. The center of its attraction is the Riam Kanan dam building, the natural scenery around the reservoir and the social, economic and cultural activities of the people above and around the reservoir, which is one of the largest reservoirs in Indonesia. However, the potential of the water tourism object in Riam Kanan reservoir is not well known by both domestic and foreign tourists because the communication strategy program has not been maximized by the local government. An important factor in raising the image of ecotourism is the communication strategy policy in order to promote it to a wide audience. Communication strategy and Marketing Communication are the combination of communication planning and communication management to achieve a goal. The method used in this research is a qualitative approach with the type of case study research. Data collection techniques that researchers use are field research and literature study. The results showed that the communication strategy carried out by the Department of Tourism and Culture of Banjar Regency in enhancing the ecotourism image of the Riam Kanan reservoir has followed the procedure as in communication theories, namely Establishing Communicators. Setting Targets, Compiling communication messages and, selecting media, channels communication and also target market. The media used include outdoor media, small format media, print media, electronic media, internet and social media as well as other public communication channels.
 
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Highlights
Banjar Sub-Province is one of the Sub-Province in South Kalimantan which consists of a sloping lowland area and a mountainous area which is a series of the Meratus mountains
The results showed that the communication strategy carried out by the Department of Tourism and Culture of Banjar Sub-Province in improving the ecotourism image of the Riam Kanan Reservoir has followed the procedures referred to in marketing communication theories, namely: 4.1 Defining Marketing Communicators Defining the communicator is the first step that determines the success of communication, the communicator as the main actor plays a very important role in controlling the course of communication
The results showed that the communicators in the cultural tourism awareness group of the Riam Kanan Reservoir were the Tourism Office of South Kalimantan Province through the Tourism Marketing Development Sector
Summary
Banjar Sub-Province is one of the Sub-Province in South Kalimantan which consists of a sloping lowland area and a mountainous area which is a series of the Meratus mountains. Sultan Adam Forest Park (Tahura), Riam Kanan Dam, Kiram Park, Mandi Kapau Lake, Nassau Mine (a former Dutch heritage coal mine), and other tourist objects. Such ecotourism management has positioned tourism actors (government, tourism entrepreneurs, and the community around the object and natural tourist attraction) in a built environment condition, to change their knowledge, mental attitude, and behavior towards ecotourism management and community-based and conservation based. All of this leads to the image of managed ecotourism. This image sticks to the memory of tourists who have come to South Kalimantan
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