STRATEGI PROMOSI DINAS KEBUDAYAAN DAN PARIWISATA TEMANGGUNG DALAM MENGEMBANGKAN PARIWISATA PADA MASA PANDEMI COVID-19

Annida Rafida Fitri, NIM.: 16730066 (2021) STRATEGI PROMOSI DINAS KEBUDAYAAN DAN PARIWISATA TEMANGGUNG DALAM MENGEMBANGKAN PARIWISATA PADA MASA PANDEMI COVID-19. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Strategy is the important way to increase the number of visitors. Tourism activists are required to innovate so that is expected to increase tourist attraction. The existence of this covid-19 pandemic certainly has a bad impact on tourism sector especially because of the government regulations in the form of the 3M Health Protocol (Wearing masks, maintaining distance, and washing hands with soap). During this Covid-19 pandemic, the visitors of tourism district is decreasing. for this reason, an analytical strategy carried out by the Temanggung Regency Culture and Tourism Office is needed to increase the number of tourist visits. This study aims to identify and describe the tourism promotion strategy carried out by the Temanggung Regency Culture and Tourism Office in developing regional tourism during the COVID-19 pandemic. This study uses a qualitative method with primary and secondary data sources. The main data used is from the Temanggung Regency Office, then interviews with the agency and stakeholders in the tourism sector of the Temanggung area. Data analysis was carried out through data collection, data reduction, data presentation, and drawing conclusions. The results of this study conclude that the promotional strategy carried out by the Temanggung Culture and Tourism Office is the application of health protocols and optimization of social media platforms. The promotional strategy used in developing Temanggung tourism has Strengths, Weaknesses, Opportunities and Threats. The strength of a social media strategy that has been used is very suitable for this pandemic situation. The weaknesses of the strategy that has been used is there is no content creator special team to handle that promotion strategy. Furthermore, the opportunity for the promotional strategy to be used is it does not require large amounts of accommodation. The drawback of this strategy is that some other areas that have the same promotional strategy have better and more interesting content and websites.

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