PROMOSI PARIWISATA DI KABUPATEN LAHAT

Muhammad Amri, S.Sos, DR. Ir. Ageng Setiawan Herianto, M.Sc

2013 | Tesis | S2 Penyuluhan dan Komunikasi Pembangunan

Penelitian ini bertujuan untuk mengetahui kegiatan promosi pariwisata di Kabupaten Lahat, dilihat dari dukungan pelaksanaan promosi pariwisata serta konsistensi dukungan pada pelaksanaan kegiatan promosi pariwisata. Dukungan pelaksanaan kegiatan promosi pariwisata dilihat dari dukungan manajemen, dukungan bauaran pemasaran, serta dukungan sarana dan prasarana. Konsistensi dukungan pelaksanaan promosi pariwisata dilihat dari konsistensi dukungan perencanaan, konsistensi dukungan produk dan distribusi, konsistensi dukungan anggaran serta konsistensi dukungan sarana dan prasarana pendukung kegiatan pariwisata. Metode yang digunakan adalah deskriptf kualitatif dengan informan berjumlah 16 orang. Hasil penelitian menunjukan bahwa kegiatan promosi pariwisata yang dilaksanakan oleh Dinas Kebudayaan dan Pariwisata Kabupaten Lahat telah dilaksanakan dengan cara periklanan, penjualan tatap muka, promosi penjualan dan public relations. Dukungan manajemen dilakukan dengan cara penataan produk, penyusunan anggaran serta distribusi kegiatan pariwisata. Dukungan sarana dan prasarana masih terfokus pada objek pariwisata Taman Rekreasi Ribang Kemambang. Konsistensi dukungan perencanaan tidak mengalami perkembangan dari tahun 2007 – 2010, konsistensi dukungan produk lebih tinggi untuk potensi seni dan budaya. Konsistensi dukungan distribusi lebih tinggi untuk kegitan public relations. Konsistensi dukungan anggaran pada kegiatan advertising selalu rendah sedangkan kegiatan public relations selalu mendapat dukungan terbesar. Konsistensi dukungan akses dan fasilitas pendukung kegiatan pariwisata memiliki hubungan dengan jumlah kunjungan wisata, semakin besar bentuk dukungan akses dan fasilitas pendukung kegiatan pariwisata maka akan berdampak pada tingginya jumlah kunjungan wisata.

This research aimed to identify tourism promotion acticities of Lahat Regency, refers to the support of the implementation of tourism promotion as well as the consistency of the implementation of tourism promotion activites. The impelemntation of tourism promotion activities support which is viewed from management support, marketing mixture support, and both facilities and infrastructure support. The consistency of the implementation of tourism promotion which is viewed from the consistency of promoting the product, consistency of form and consistency of tourism promotion activities of tourism visits. The method applied in this research is a qualitative descriptive method with 16 informants. The results of this research indicates that the tourism promotion activities undertaken by the department of culture and tourism of Lahat Regency was conducted by the use of the promotion mixture. i.e advertising, face-to-face selling, sales promotion and public relations. Management support in the tourism promotion activities have been implemented based on the basic tasks and functions based on the existing fields in the department of culture and tourism of Lahat Regency, marketing mixture support which done through product restructuring, badget arrangement and distribution of tourism activities, facilities and infrastructure support are will focused on the tourism object Ribang Kemambang Recreation Park. The consistency of implementation of the promotion of tourism visits which is viewed from the promoted products during 2007 – 2010 has not changed, the form of tourism promotion activities which is changing every year, the budget consistency which has increased every year but remains focused in the potential of arts and culture promotion, while the consistency of the number of tourism visits have increased each year and is able to meet the target of tourism visits in the Lahat Regency.

Kata Kunci : Promosi, pariwisata, dukungan kegiatan promosi, konsistensi dukungan, Kabupaten Lahat.