Strategi Promosi Objek Wisata Oleh Dinas Kebudayaan Dan Pariwisata Kota Tanjungpinang

Abstract

This thesis discusses the Tourism Object Promotion Strategy by the Tanjungpinang City Culture and Tourism Office. The problem is that the implementation of the promotion strategy carried out by the Tanjungpinang City government has not been maximized, where the role of the Tanjungpinang City Culture and Tourism Office has an important role in implementing the tourism object promotion strategy in Tanjungpinang City. The purpose of this study is to discuss and find out about the Tourism Object Promotion Strategy of Tanjungpinang City by the Department of Culture and Tourism of Tanjungpinang City. By looking at the promotion strategy to the obstacles faced in the implementation of the strategy. This research is a descriptive qualitative approach, in this descriptive qualitative approach the researcher will provide a systematic description. This sampling technique uses purposive sampling, with a population of 69 people and a sample of 6 people. Research location at the Department of Culture and Tourism of Tanjungpinang City. Sources and types of data in the form of primary data and secondary data. Data collection techniques through interviews and observations. This research is based on the theory of Fred R. David (2011) "Strategic Management can be defined as the ard and science offormulating, implementing, and evaluating cross-functional decisions the enable organization to achieve its objectives" whichdescribes that the strategic management process consists of three stages, namely, formulating strategies, implementing strategies and evaluating strategies. From the results of the analysis carried out, it can be concluded that it can be explained that the Strategy of the Tanjungpinang City Culture and Tourism Office in developing and promoting tourism objects in the Tanjungpinang city by carrying out several forms of promotion, namely event marketing. Many tourism promotion activities are carried out by holding events and collaboration between Pokdarwis in all urban villages in Tanjungpinang. Promotion of tourism objects carried out by the Department of Culture and Tourism of Tanjungpinang City is still not maximally implemented, this can be seen from the lack of promotional activities at tourist attractions in Tanjungpinang City and also the lack of attention to facilities and infrastructure at tourist attractions. The suggestion that the author can give in this case to the Tanjungpinang City Culture and Tourism Office is optimizing the use of online media in tourism object promotion activities to be one of the major impact alternatives for promotional activities carried out by the Tanjungpinang City Tourism and Culture Office and the Guidance of Arts and Culture Groups, Human Resource Development of Cultural Actors. Kota Tanjungpinang kaya akan potensi objek wisata, berupa wisata alam/sejarah dan budaya. Hal ini membuka peluang investasi pada sektor pariwisata yang ditawarkan. Namun permasalahannya adalah belum maksimalnya pelaksanaan strategi promosi yang dilakukan oleh pemerintah Kota Tanjungpinang, yaitu Dinas Kebudayaan dan Pariwisata Kota Tanjungpinang. Tujuan penelitian ini ialah untuk mengetahui Strategi Promosi Objek Wisata Kota Tanjungpinang oleh Dinas Kebudayaan dan Priwisata Kota Tanjungpinang. Penelitian yang dilakukan ini bersifat deskriptif pendekatan kualitatif. Lokasi Penelitian di Dinas Kebudayaan dan Pariwisata Kota Tanjungpinang Sumber dan jenis data berupa data primer dan data skunder. Teknik pengumpulan data melaui wawancara dan observasi. Penelitian ini berdasarkan pada teori Fred R. David (2011) “yang menggambarkan bahwa proses manajemen strategi terdiri dari tiga tahapan yaitu, memformulasikan strategi, mengeimplementasikan strategi dan mengevaluasikan strategi. Dari hasil analisis yang dilakukan dapat disimpulkan bahwa Strategi Dinas Kebudayaan dan Pariwisara Kota Tanjungpinang dalam mengembangkan dan mempromosikan objek wisata yang ada dikota Tanjungpinang dengan melakukan beberapa bentuk promosi yaitu event marketing dan kerjasama antar pokdarwis di seluruh kelurahan kota Tanjungpinang. Saran yang dapat penulis berikan dalam hal ini untuk Dinas Kebudayaan dan Pariwisata Kota Tanjungpinang ialah Pengoptimalan pemanfaatan media online dalam kegiatan Promosi objek wisata menjadi salah satu alternatif berdampak besar bagi kegiatan promosi yang dilakukan Dinas Pariwisata dan Kebudayaan Kota Tanjungpinang serta Pembinaan terhadap Kelompok Seni dan Budaya, Pengembangan SDM Pelaku Budaya.