Marketing Communication Strategy of SM Tower Malioboro Yogyakarta in Attracting Visitors (Study on Sm Tower Malioboro Yogyakarta in 2023)

Tourism is a strategic sector for Indonesia in increasing foreign exchange earnings from the non-oil and gas sector. Yogyakarta, as a tourist destination, attracts many visitors seeking various types of accommodation such as hotels, villas, motels, and so on. With the presence of different accommodation options, Yogyakarta has become a top recommendation for tourists who want to enjoy their holidays. This research aims to identify and describe the Marketing Communication Strategies of SM Tower Malioboro Yogyakarta in Attracting Visitors in the year 2023. The research methodology uses qualitative descriptive study. This research utilizes data collection techniques through interviews and documentation using the Promotional Mix analysis. The research results indicate that, as a relatively new hotel, SM Tower Malioboro Yogyakarta continues to strive to enhance marketing communication strategies using Integrated Marketing Communication (IMC), which includes the use of advertising in various media (social media and print media), attractive offers to support sales promotion, public relations & publicity by organizing events to enhance the hotel's reputation, personal selling, and implementation of direct marketing through direct visits to related companies. The implication is that the application of IMC becomes an integral part of marketing strategy to enhance tourist attraction and visits.