IMPLEMENTASI BAURAN PROMOSI DALAM UPAYA PENINGKATAN KUNJUNGAN WISATAWAN DI GOA KISKENDO KABUPATEN KULONPROGO

Rahmatika, Gracia Dwi (2025) IMPLEMENTASI BAURAN PROMOSI DALAM UPAYA PENINGKATAN KUNJUNGAN WISATAWAN DI GOA KISKENDO KABUPATEN KULONPROGO. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

Text GRACIA DWI RAHMATIKA_216657--ARTIKEL ILMIAH_COVER-ABSTRACT-BAB I-BAB V-DAFTAR PUSTAKA.pdf Download (3MB)

Abstract

Kiskendo Cave in Kulonprogo Regency is a natural and cultural tourism destination that has great potential, but has experienced a decline in the number of tourist visits in recent years. This phenomenon is thought to be caused by the less than optimal promotional strategy implemented. This study aims to examine the implementation of the promotional mix in an effort to increase tourist visits to Kiskendo Cave. The approach used is descriptive qualitative with data collection techniques through observation, in-depth interviews, and documentation. This study refers to the promotional mix theory consisting of eight indicators: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing and database, online and social media marketing, mobile marketing, and personal selling. The results of the study show that most promotional elements have not been implemented optimally. Promotion is still dominated by conventional media, while digital media, direct marketing, and cultural events have not been developed optimally. The conclusion of this study shows that there needs to be an integrated promotional strategy that is more creative, consistent, and based on digital technology. Increasing human resource capacity and cross-sector collaboration are the keys to the success of promotion and increasing tourist visits to Kiskendo Cave.

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