Analisis Digital Marketing dan Word of Mouth Sebagai Strategi Promosi Pariwisata

Abstract

Penelitian ini bertujuan untuk mendeskripsikan pelaksanaan strategi promosi wisata dan mendeskripsikan langkah yang ditempuh untuk mengatasi hambatan promosi, menganalisis pelaksanaan digital marketing, word of mouth, hambatan promosi pariwisata. Metode penelitian ini adalah kualitatif deskriptif. Informan penelitian utama adalah Kepala Dinas, informan pendukung adalah Sekretaris Dinas serta Kepala Bidang Pemasaran, dan Tambahan Informan adalah Ketua Badan Promosi Pariwisata Daerah Sulawesi Selatan serta Dewan Perwakilan Rakyat Daerah Sulawesi Selatan. Pengumpulan data dilakukan dengan observasi langsung, wawancara, dan dokumentasi. Analisis data dilakukan melalui pengumpulan data, reduksi data, sajian data dan penarikan kesimpulan. Hasil penelitian ini menyimpulkan bahwa pelaksanaan strategi promosi wisata sudah ada, walupun belum sepenuhnya optimal; pengembangan wisata di sulawesi selatan ternyata memiliki beberapa hambatan antara lain: beberapa obyek wisata masih kekurangan unsur 3A, amenitas, atraksi, aksesbilitas, alokasi anggaran dari pemerintah daerah yang masih terbatas, dan belum adanya bagian khusus yang menangani masalah promosi wisata, misalnya bagian tim kreatif; dinas terkait dan para stakeholder dunia pariwisata menempuh beragam cara untuk mengatasi berbagai kendala yang ditemui antara lain: mengoptimalkan integrated promosi dan pengoptimalan sumber daya yang ada serta menjalin kerjasama dengan pihak/instansi/lembaga lain untuk mengembangkan pariwisata di Sulawesi selatan. This study aims to describe the implementation of tourism promotion strategies and describe the steps taken to overcome the obstacles of promotion, analyze the implementation of digital marketing, word of mouth, barriers to tourism promotion. This research method is descriptive qualitative. The main research informants were the Head of Service, supporting informants were the Office Secretary and the Head of Marketing, and Additional Informants were the Chairperson of the South Sulawesi Regional Tourism Promotion Board and the South Sulawesi Regional House of Representatives. Data collection is done by direct observation, interviews, and documentation. Data analysis is performed through data collection, data reduction, data presentation and conclusion drawing. The results of this study conclude that the implementation of tourism promotion strategies already exists, although not yet fully optimal; Tourism development in South Sulawesi turned out to have several obstacles including: some tourism objects still lacked 3A elements, amenities, attractions, accessibility, budget allocations from the local government which were still limited, and there were no specific sections that addressed the problem of tourism promotion, for example the creative team ; related agencies and stakeholders in the world of tourism take a variety of ways to overcome various obstacles encountered, including: optimizing integrated promotion and optimizing existing resources and establishing cooperation with other parties / agencies / institutions to develop tourism in South Sulawesi.