Advertising Strategy to Attract Tourist Visit Interest

Rismawaty, R A Pratami

ICOBEST 2021 - Digitalization and Opportunities in The Tough Time - ISBN 978-623-95562-1-1

Abstract

The purpose of this study was to determine the advertising strategy carried out by The Tourism Marketing and Analysis Division in attracting tourist visits interest to Pangandaran Regency. Measuring instruments used in this study were: advertising objectives, advertising media used, advertising packaging, and message content. The research method used a qualitative approach with a descriptive method. There were 7 informants determined using the purposive sampling technique. The data collection technique in this research used literature study & field study. The results show that advertising aims to provide information and introduce various tourist destinations in Pangandaran Regency, advertising media were internet media such as Facebook, Instagram, YouTube, Twitter, and Websites. Advertisements were packaged attractively in the form of video advertisements and paid attention to the video editing to highlight the beauty of tourist destinations in the Pangandaran Regency. The message contents in the advertisement were to invites travel by explaining the advantages and beauty of the situation of tourist destinations. The conclusion in this study is that the promotional strategy carried out was running properly and there was an increase in tourist interest in the first half of 2021 compared to 2020. It was recommended that the advertising be done using Google ads, Instagram ads, and Facebook ads to reach a wider public.

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