This research is motivated by the success of the City of Bukittinggi in becoming one of the National Geoparks established by UNESCO. This makes the City of Bukittinggi a leading tourist destination in Indonesia. This was due to the efforts of the Tourism Office together with Bujang Tourism Ambassador jo Gadih Bukittinggi. This study aims to determine the communication strategy by the Bukittinggi Tourism Office with Tourism Ambassador Bujang jo Gadih in an effort to promote tourism using a post-positivism paradigm with a qualitative approach and descriptive method. The concept used is the concept of communication strategy from Middleton, as well as data collection techniques using interview techniques, observation and literature study. The results of this study indicate that the Tourism Office together with Tourism Ambassador Bujang jo Gadih Bukittinggi have maximized the communication strategy by maximizing Middleton’s concept by determining competent communicators, compiling persuasive messages, utilizing Instagram social media to interact, and setting goals by adjusting to the program being carried out. , as well as analyzing the effects or feedback obtained.
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