ANALISIS STRATEGI PROMOSI WISATA PULAU KELAPAN KABUPATEN BANGKA SELATAN
Keywords:
Destination Promotion, Kelapan Island, Promotion Strategy, SWOT AnalysisAbstract
This study examines the marine tourism potential of Kelapan Island, located in South Bangka Regency, and the promotional strategies needed to increase tourist arrivals. Based on data from Dinas Pariwisata, Kepemudaan, dan Olahraga, South Bangka (2019-2023), it can be seen that domestic tourist arrivals have continued to increase post-COVID-19 pandemic, while foreign tourist arrivals have dropped dramatically. The main obstacles faced are lack of promotion, limited infrastructure, and difficult accessibility. This research aims to formulate an effective promotional strategy to increase public awareness of Kelapan Island's tourism potential. The method used was descriptive qualitative, with data collection through observation and interviews with the Tourism Office, community leaders, and tourists. SWOT analysis was conducted to evaluate the strengths, weaknesses, opportunities, and threats in tourism development. The results showed that Kelapan Island has great tourism potential, especially in marine and culinary tourism. However, inadequate infrastructure and lack of promotion hinder tourism development. Promotion strategies through digital marketing, creative infrastructure development such as eco-glamping, and collaboration with travel agents are proposed as solutions. This study concludes that collaboration between the government, local communities and businesses is essential in the development of sustainable tourism on Kelapan Island. Future research can focus on the implementation of regenerative promotional strategies and their impact on increasing the number of visits, as well as the development of sustainable community-based ecotourism.
Downloads
References
Abdullah, S., Razak, A., & Jaafar, M. (2014). Public Tourism Infrastructure: Challenges in the Development and Maintenance Activities. International Conference on Tourism Research (4ICTR), 12, 01096.
Atiko, G., Sudrajat, R. H., & Nasionalita, K. (2016). Analisis Strategi Promosi Pariwisata Melalui Media Sosial Oleh Kementrian Pariwisata Ri (Studi Deskriptif Pada Akun Instagram@ Indtravel). eProceedings of Management, 3(2).
Ferst, M., Coutinho, H., & Chaves, P. (2020). Tourism Destination and Accessibility as A Competitiveness Differential. Brazilian Journal of Development , 6, 83989-84007.
Harding, S. (2017). MBA Management Models (1st ed.). London: Routledge.
Jang, D., Cho, W., & Lee, K. (2020). A study on the development strategy for marine leisure tourism: using the importance performance analysis (ipa) method. Sport Mont, 18(1), 39-45
Kabil M., Priatmoko., S, Magda, R., Dávid. L, D. (2021). Blue Economy and Coastal Tourism: A Comprehensive Visualization Bibliometric Analysis. Sustainability, 13(7):3650.
Kim, G., Duffy, L.N., Jodice, L.W., & Norman, W. (2017). Coastal Tourist Interest in Value-Added, Aquaculture-Based, Culinary Tourism Opportunities. Coastal Management, 45, 310 - 329.
Lukiana, N. (2018). Komunikasi Pemasaran Pariwisata: Analisis Strategi Promosi Destinasi Wisata (Studi Kasus Pada Wisata Hutan Bambu, Desa Sumbermujur, Kecamatan Candipuro, Kabupaten Lumajang). In Progress Conference (Vol. 1, No. 1). STIE Widya Gama Lumajang.
Maulidasari, C. D., & Damrus, D. D. (2021). Dampak promosi produk pada pemasaran online. Jurnal Bisnis Dan Kajian Strategi Manajemen, 5(1).
Nasrullah, F., Hutagaol, M. P., & Kolopaking, L. M. (2023). Strategi Pengembangan Potensi Wisata Bahari Kabupaten Bangka Selatan (Studi Kasus Pulau Kelapan Lepar Pongok). Jurnal Pendidikan dan Konseling (JPDK), 5(2), 184-193.
Nasrullah, F., Hutagaol, M. P., & Kolopaking, L. M. (2023). Sustainable Strategy For The Potential Of Kelapan Marine Tourism Through The Development Of Component 4a In Bangka Selatan District. Jurnal Ilmiah Ekonomi Dan Bisnis, 20(1), 38-45.
Preechawong, P., Sawagvudcharee, O., & Mujtaba, B.G. (2019). Marketing and Managing Destination Identity for Tourism Promotion: The Case of Koh Chang Marine National Park in Thailand. Marketing and Management of Innovations, Issue 2.
Briandana, R., Doktoralina, C, M., & Sukmajati, D. (2018). Promotion Analysis of Marine Tourism in Indonesia: A Case Study. European Research Studies Journal, Volume XXI, Issue 1, 602-613, 2018.
Ruslan, R. 2010. Manajemen Public Relations dan Media Komunikasi. Jakarta: Rajagrafindo Persada.
Setiawan, N. A. (2014). Strategi promosi dalam pengembangan pariwisata lokal di Desa Wisata Jelekong. Trikonomika, 13(2), 184-194.
Suhrini, T., Adhrianti, L., & Sari, E. V. (2021). Strategi Promosi Pariwisata Air Terjun Untuk Mendukung Pemangunan Daerah (Studi Pada Wisata Air Terjun Palak Siring, Kelurahan KemumuKecamatan Arma Jaya, Kabupaten Bengkulu Utara). Jurnal Kaganga: Jurnal Ilmiah Sosial dan Humaniora, 5(2), 139-148.
Syahputra, R. S., Yuliana, Y., & Kasmita, K. (2017). Strategi promosi destinasi wisata dinas pariwisata Provinsi Sumatera Barat. Journal of Home Economics and Tourism, 14(1), 440406.
Wani, G. (2023). Destination Specific Analysis of Tourism Infrastructure in Kashmir Valley in the Course of Application of Composite Index Methodology. ASEAN Journal on Hospitality and Tourism. https://doi.org/10.5614/ajht.2023.21.1.05.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Sulis, Dani Fauzi, Zakia Ayu Lestari, Marissa Pusparinni, Iga Safa Marwani
This work is licensed under a Creative Commons Attribution 4.0 International License.