STRATEGI BAURAN PROMOSI DALAM MENINGKATKAN MINAT BERKUNJUNG WISATAWAN (STUDI DESKRIPTIF KUALITATIF PADA BAGIAN PEMASARAN DINAS PARIWISATA KABUPATEN KULON PROGO)

Hana Hanifah, NIM.: 20107030011 (2024) STRATEGI BAURAN PROMOSI DALAM MENINGKATKAN MINAT BERKUNJUNG WISATAWAN (STUDI DESKRIPTIF KUALITATIF PADA BAGIAN PEMASARAN DINAS PARIWISATA KABUPATEN KULON PROGO). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Indonesia boasts a wide variety of tourist attractions, however this diversity inevitably fosters competition among destinations. As a result, many tourist sites face a decline in visitor numbers, with some eventually ceasing operations. Kulon Progo, a regency within the Special Region of Yogyakarta, is not exempt from this competitive landscape. To sustain and enhance tourist visits, the Tourism Office of Kulon Progo Regency has implemented a promotional mix strategy encompassing advertising, sales promotion, events and experiences, public relations and publicity, online and social media marketing, mobile marketing, direct database marketing, and personal selling. This research aims to analyze how the promotional mix strategy employed by the Marketing Division of the Kulon Progo Tourism Office contributes to increasing tourist visits in the regency. The study adopts a qualitative descriptive method, utilizing in-depth interviews with key informants and documentation analysis as its data collection techniques. The findings reveal that the promotional mix strategy is effective in increasing tourist visits. Key components with significant influence include advertising, sales promotion, events and experiences, publicity, online and social media marketing, mobile marketing, and personal selling. However, the public relations strategy has not been fully developed. In addition, the direct marketing approach employed by the Tourism Office remains limited to print media, websites, and television programs, with direct messaging through email, fax, or messenger applications not yet being utilized.

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