Manajemen Perubahan Model Pemasaran Pariwisata Kabupaten Banyuwangi

Agung Tri Nugraha, I Made Krisnajaya

2016 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT Change management more widely adopted in the private sector, while the practice in public organizations is comparatively rare. Change management in the public sector are rare because there are still many ambiguities if the change management implemented. Will be many regulations, as well as other collisions especially budgetary resources in making changes. However, the development of technology leads people's demand for good service was also increased. Therefore, the government is expected to transform itself into a tech-saavy organization. One of the local government to make these changes is the Local Government of Banyuwangi. Since the change of the regent in 2010, Banyuwangi has been transformed into a government that puts technology in governance. One of the most considered sector is tourism. Through the Department of Culture and Tourism, Banyuwangi to market its tourism potential by using new media and event tourism. Disbudpar at least has a website banyuwangitourism.com, android application Banyuwangi In Hand, and some social media accounts such as Facebook, Twitter, Path, Instagram and Google Plus as a marketing media. While the event tourism titled Banyuwangi Festival has been held regularly since 2012. The series of events aimed to attract tourists to visit Banyuwangi. All of the event was later marketed through media owned Disbudpar Banyuwangi. This study focuses on assessing the stages of change management in Disbudpar Banyuwangi. Based on the results of in-depth interviews in Disbudpar Banyuwangi, founded that the change management stages consist of three phases namely planning, implementation, and strengthening results. While aspects of the organization that are subject to change is human resources, technology, and culture of the organization. The use of technology in tourism marketing requires Disbudpar to has human resource experts in the field of ICT. Therefore, Disbudpar recruit freelance who has educational background in the field of ICT. In the aspect of technology, Disbudpar takes advantage of new media are like website, social media, and instant messaging in marketing. While the cultural aspect of organizations, the government internalize the value of entrepreneurship to all members of SKPD in Banyuwangi. Which is the civil servants are prosecuted to promote Banyuwangi tourism, either by oral communication or through social media respectively. This success is inseparable from the role of a regent Azwar Anas who has the political will to build Banyuwangi tourism, and always gives an example in marketing the tourism potential of Banyuwangi on each occasion. Keywords change management, marketing, tourism, Banyuwangi

Kata Kunci : Manajemen Pemasaran