Analysis of the Implementation of Integrated Marketing Communication in Supporting the Sustainability of the Lumbung Strawberry Tourist Attraction in Pandanrejo Tourism Village

Abstract

This study focuses on analyzing the implementation of Integrated Marketing Communication (IMC) in supporting the sustainability of the Lumbung Strawberry tourist attraction in Pandanrejo Tourism Village. Lumbung Strawberry serves as an example of a tourist destination that has successfully maintained its existence amid the challenges that have caused many other tourism villages to struggle with sustainability. One crucial factor in maintaining the sustainability of a tourist attraction is the management’s strategy in introducing and promoting its potential to prospective visitors. This effort can be optimized through the application of an integrated marketing communication strategy.The purpose of this study is to identify and analyze how the management of Lumbung Strawberry implements the concept of IMC in supporting tourism sustainability. The research employs a descriptive qualitative approach, with data collected through interviews, observation, and documentation.The findings indicate that the implementation of IMC at Lumbung Strawberry plays a significant role in sustaining the attractiveness of the destination. The management effectively utilizes various communication elements, particularly social media platforms such as Instagram, TikTok, and YouTube, to reach a wider audience and build a positive image of the destination. Moreover, external support from visitors and mass media further strengthens promotion efforts through publicity and word of mouth. Although the IMC practices have not yet been formally structured, the marketing communication strategies applied reflect the fundamental principles of IMC and contribute meaningfully to the sustainability of Lumbung Strawberry.