Tourism Communication Strategy in the Mandalika Destination Priority of Lombok, Central Lombok District Province of West Nusa Tenggara

Abstract

Mandalika Lombok, West Nusa Tenggara has a strong positive image as a priority tourist destination. It is hoped that the number of tourist visits can be increased through the tourism communication strategy. The tourism communication strategy in the Mandalika priority destinations in Lombok, West Nusa Tenggara Province is motivated by the potential for natural and cultural tourism that is diverse in terms of opportunities and potential for attraction of foreign tourists (from Malaysia, the Middle East, Singapore, Australia, Japan) as well as domestic tourists. The aim of this research was therefore to formulate a tourism communication strategy design in Mandalika priority destinations, through the tourism branding of Lombok, West Nusa Tenggara. Descriptive qualitative research methods were used with a SWOT analysis. Triangulation was carried out. Secondary data were obtained from an Official of the Central Lombok Regency Government, Central Lombok Regional Statistic Agency. The researchers concluded that a tourism communication strategy in Mandalika through Lombok friendly branding, can strengthen the image of Mandalika Lombok as a safe and comfortable destination for tourists, so that tourists visit. Branding strategies need to be supported by stakeholders, the local government, the tourism industry, academics, society and the media, in order for them to be effective with a wide reach, so that the target of foreign and domestic tourist visits can be achieved.
 Keywords: communication strategy, branding, Mandalika, priority tourism destinations