STRATEGI KOMUNIKASI EKSTERNAL DALAM MEMPUBLIKASIKAN WISATA ALAM BONO (Studi Pada Dinas Kebudayaan, Pariwisata, Pemuda dan Olahraga Kabupaten Pelalawan)

Abstract

The uniqueness of nature bono owned Pelalawan is something to be thankful for the people of Pelalawan. However the uniqueness of nature has yet to be well publicized so that the persistence of the external public who do not know the nature bono. In this case that is responsible for publishing bono is the Departement of Culture, Tourism, Youth dan Sports of Pelalawan Regency. The Departement build the external communication strategies with the external public to publish bono. The purpose of this study was to determine the external communication strategy to publicize bono conducted by the Departement of Culture, Tourism, Youth and Sports of Pelalawan Regency and to determine the factors that influence the success of the external communication strategy of the Departement of Culture, Tourism, Youth and Sports of Pelalawan Regency to publicize nature bono. This study used descriptive qualitative method that is based on the facts on the field through observations, interviews and documentation. Locations and time of study is in the Departement of Culture, Tourism, Youth and Sports of Pelalawan Regency in March 2013 to August 2013. Informants in this study is 10 people. Data analysis technique used is interactive analysis model using data validity checking techniques with the extension of participations. The results showed that the external communication strategies conducted by the Departement is establishing a relationship with the external public of Teluk Meranti villagers by doing a homestay accommodation socializing in the village community, while people in Pekanbaru disseminate natural tourist sites of bono. Meanwhile, the communication strategy with environmentalists (LSM) are working hand in every event in nature bono, while the media is free to cover every event in bono. And the last strategy is to establish communications with the tourists through social media websites. The external communications strategies are aimed to strengthen the relationship between the Departement and the external public and also to publicize nature bono. Factors that influence the success of the Departement of Culture, Tourism, Youth and Sports of Pelalawan Regency in publicizing bono nature are the human resources (HR), openness, technological progress and the progress of fashion.