STRATEGI PEMERINTAH KOTA SURABAYA DALAM MEMPROMOSIKAN BUDAYA LOKAL SEBAGAI MATERI PROMOSI PARIWISATA

Abstract

This study aim to analize the strategy carried out by department of tourism and culture of Surabaya city in an effort to promote local culture in Surabaya as promotion material for tourism.This research uses a case study method with qualitative approach.The research data were obtained from intervies, observations, and documentations of the research focus of the strategy of Surabaya city government in promoting local cultures.The result of this study indicate that there is a variety of programs or strategy which are owned and used by department of tourism and culture of Surabaya city government that focus on promotion strategy, local cultures, and available in general, and in accordance with concept “who says what in which channel to whom with what effect” Surabaya city government, specifically its department of tourism and cultures has many programs in particular that promotes local cultures into society to all community. This research discusses the foreign popular cultures trend that comes to Indonesia through digital world so that it causes extinction in local cultures, and Surabaya city government effort to solve that phenomenon.This case if there is no intervention from the Surabaya city government, then the local cultures talked about will be removed very fast by popular cultures that currently more booming in the Indonesian youth circle.Department of tourism and cultures of Surabaya city government is government agencies that is responsible for cultural and tourism field and serve to maintain and preserve local cultures that exist in Surabaya.