The Shape of The Communications Mix for Tourism at Paradise of The East During The Covid-19 Pandemic

Abstract

The covid-19 pandemic has led to the emergence of the term large-scale social restrictions (PSBB) and the imposition of restrictions on community activities (PPKM). The goal is to reduce the spread of the virus, one way is with a travel ban. As a result, several sectors are affected, one of them which is the tourism sector. East Kalimantan with the concept of Paradise of the East was also affected. Tourist visits, both domestic and foreign, have decreased in number from the data published by the East Kalimantan Provincial Tourism Office on its official website. The purpose of this study is to describe the shape of the communications mix for tourism in East Kalimantan during the pandemic. The method used is a case study. The research informants were chosen with purposive namely judging so that the information obtained was not only extensive but also a lot. Data was collected through unstructured interviews and structured interviews as well as documentation in the media. The results obtained from this study are the East Kalimantan Provincial Government in this case the Tourism Office used the communications mix that is suitable for its destinations including selling, exhibitions, packaging, and the internet. The East Kalimantan Provincial Government in this case the Tourism Office is optimistic for next, year of 2022, tourist visits will increase as before the pandemic. KEYWORDS: the shape of the communications mix, covid-19 pandemic, tourism at East Kalimantan