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Promotion Strategy for Cultural Tourism Packages in Tana Toa Kajang Village, Bulukumba Regency, South Sulawesi Province Wiratama, Indrawan; Surata, I Ketut; Mertha, I Wayan; Apriani, Hilda
Dinasti International Journal of Education Management and Social Science Vol. 7 No. 2 (2025): Dinasti International Journal of Education Management And Social Science (Decem
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijemss.v7i2.5741

Abstract

This study aims to determine effective promotional strategies to enhance the appeal of cultural tourism and analyze the application of digital media in promoting cultural tourism packages in Tana Toa Kajang Village, Bulukumba Regency. This village is a traditional area with strong and unique cultural potential, but still faces various challenges in terms of tourism promotion. This study used a qualitative approach. Data collection techniques were carried out through in-depth interviews, field observations, and documentation. Research informants consisted of tourism managers, traditional leaders, local business actors, and tourists. Data were analyzed using the interactive model of Miles and Huberman (2010), which includes data reduction, data presentation, and conclusion drawing. The results of the study indicate that the promotional strategies implemented are still conventional and not optimally structured. However, there are efforts to use social media such as Instagram and TikTok to introduce cultural attractions and tourist activities to a wider audience. However, limited human resources and digital infrastructure remain obstacles to the development of digital media-based promotions. With the right and culture-based promotional approach, Tana Toa Kajang Village has the potential to become a leading cultural tourism destination in South Sulawesi.
Co-Authors A. Wahab Jufri Adawiyah, Marosa Rabi’atul Agil Al Idrus Agil Al Idrus, Agil Al Agus Mursidi Ahmad Raksun, Ahmad Aini, Jannatul Alhafizin, M. Andreyan Priyo Prayogo Andriastuti, Mutia Andriastuti, Mutia Anom Hery Suasapha Apriani, Hilda ASTITI, Anak Agung Eka Putri Dewi Astuti, Julya Bachtiar, Adzam Baiq Gina Amalia Niarni Bulan Purnama Sari, Bulan Purnama Delphi, Syakila Gita Dewi Nurul Rizky DIDIK SANTOSO Didik Santoso Dinata, I Kadek Krisna Surya Dinata, Krisna Surya Dwiari, Ni Made Septi Dyah Cynthia Putri Elvisa Rahma Dewi Eryuni Ramdhayani Hermaya Sura Putri Heru Setiawan I Kadek Yudiana I Ketut Surata I Putu Eka Nila Kencana I Wayan Sukma Winarya Prabawa Ida Bagus Gede Agung Widana Ida Bagus Putu Puja Ilhamdi, M. Liwa Ilhamdi, Moh Liwa Ilmi, Muhamad Yazid Mizanul Ismadwijayanthi, Gusti Ayu Maharani Jamí’’yyah, Shafro’ Khuluq Jamí’’yyah, Shafro’Khuluq Jannatul Aini Julia, Reinda Chella Julya Astuti Khairuddin - Kristiono Liestiandre, Hanugerah LALU ZULKIFLI Lilasari, Luh Nyoman Tri Luh Yusni Wiarti M.Alhafizin Mahfud Mahfud Meikassandra, Prilicia Mohammad Liwa Ilhamdi Muhamad Yazid Mizanul Ilmi Ni Made Eka Mahadewi Ni Made Eka Mahadewi Ni Made Tirtawati Ni Putu Oka Agustini Niarni, Baiq Gina Amalia Norol Hamiza Zamzuri Noviani, Ni Komang Nia Nur Lestari Pranatajaya, I Gusti Ngurah Krisna Prinanda, Nathaniel Aji Putri, Hermaya Sura Risky Riyyatul Ropidah Ropidah, Risky Riyyatul Sahru Romadloni Saputra, Roy Shafro’Khuluq Jamí’’yyah Sukariyanto, I Gede Made Sukariyanto, Made Susianti, Hartanti Woro SUYANTRI, ENI Syakila Gita Delphi Syamsul Bahri Tendi Kurniawaan, I Gede Tendi Kurniawan, I Gede Tendi Kurniawan, I Gede Thariana, Putu Lisa Ulya Febria Utami Utami, Ulya Febria Vijay Singh Rathore Widana, Ida Bagus Gede Agung Widyantara, I Made Sugi Wiratama, Indrawan