PENGARUH DESTINASI WISATA, PELAYANAN PARIWISATA DAN STRATEGI PEMASARAN MELALUI BAURAN KOMUNIKASI TERHADAP PARIWISATA BERKELANJUTAN DI SULAWESI SELATAN = THE INFLUENCE OF TOURISM DESTINATIONS, TOURISM SERVICES AND MARKETING STRATEGIES THROUGH COMMUNICATION MIX ON SUSTAINABLE TOURISM IN SOUTH SULAWESI

ABEDNEIGO CARTER RAMBULANGI. The Effect Of Tourism Destinations, Tourism Services And Marketing Strategies Through The Communication Mix On Sustainable Tourism In South Sulawesi (supervised by oleh Prof. Dr. Otto Randa Payangan,SE.,M.Si, Prof. Dr. Muh. Idrus Taba, SE., M.Si and Dr. Djumidah Maming,Se.,M.Si) This study aims to predict, analyse, and explain the influence of tourism destinations, tourism services, marketing strategies, marketing mix on sustainable tourism in South Sulawesi. This study uses a quantitative approach to the causality of exogenous, intervening and exogenous variables, data collection is done through direct surveys and through the google form platform. Selection of respondents based on non-probability sampling, to domestic tourists in the city / district tourist destination in South Sulawesi with the sampling technique is purposive sampling. The number of respondents was 350 people who fulfilled the requirements. Data analysis using descriptive statistical analysis and inferential statistics using SEM PLS_3 sofware. The results showed that (1) tourism destinations have a positive and significant effect both directly on sustainable tourism and indirectly (through) the communication mix, (2) tourism services have a positive and significant effect both directly and indirectly (through) the communication mix on sustainable tourism, (3) marketing strategy has a positive and significant effect both directly and indirectly (through) the communication mix on sustainable tourism. (4) The communication mix has a positive and significant effect on sustainable tourism. Novelty of this research is that the communication mix variable successfully acts as a full mediation in the model developed

Keywords : Destination, tourism, sustainable, mediation, marketing strategy, communication mix