STRATEGI KOMUNIKASI PEMASARAN DESA WISATA DALAM MENERAPKAN PARIWISATA BERKELANJUTAN (STUDI KASUS DI DESA WISATA PULESARI KABUPATEN SLEMAN PERIODE 2019)

The development of Pulesari Tourism Village requires good community participation to manage tourism destinations in order to achieve sustainable tourism. In its development, a marketing communication strategy is needed in order to attract tourists and increase the number of visitors. This study aims to describe the marketing communication strategy steps of Pulesari Tourism Village in implementing sustainable tourism for the 2019 period. The research method used is descriptive qualitative. The data collection technique was through in-depth interviews with 5 informants consisting of the Head of Pulesari Tourism Village Manager, Head of the Human Resources and Institutional Development Section of the Sleman Tourism Office, Pulesari Tourism Village residents and visitors to Pulesari Tourism Village as well as documentation obtained from Pulesari Tourism Village. The results showed that Pulesari Tourism Village used five elements of the marketing communication mix, namely advertising the magazine "Info Yellow Pages" and Popfm and Romikafm radios. Direct marketing by participating in promotional events held by the Sleman Tourism Office and the Tourism Village Communication Forum. Sales promotion using a fee system by giving a bonus of 10-15%. Personal selling with the arrival of potential visitors for surveys and presentations to schools, universities and agencies. Interactive marketing carried out by Pulesari Tourism Village includes online media websites, Twitter, Instagram, Tiktok and Facebook. In this promotion through online media, Pulesari Tourism Village seems to have not utilized the features available on each social media properly. As well as conducting an evaluation once a month and a survey of visitors from the suggestion box that has been provided.