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All Journal Tulisan Ilmiah Pariwisata (TULIP) Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan
Esxi Martia Gusma
Politeknik Pariwisata Palembang
Decision Sciences, Operations Research & Management Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Communication Strategies for Micro, Small, and Medium Enterprises Participation in The Sagarurung Festival, Pali Regency Meisya Anggraini; Esxi Martia Gusma; Bimo Kuncoro Jati; Raty Rusmiana
Tulisan Ilmiah Pariwisata (TULIP) Vol 9, No 1 (2026): Juni
Publisher : Program Studi S1 Pariwisata, Universitas Muhammadiyah Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31314/tulip.9.1.60-78.2026

Abstract

This study aims to analyze communication strategies implemented to enhance Micro, Small, and Medium Enterprises (MSMEs) participation in the Sagarurung Festival in PALI Regency. MSMEs play a significant role in supporting regional economic development, particularly through tourism-based events and creative economy activities. This research applies a qualitative research approach by utilizing in-depth interviews, direct observation, document analysis, and SWOT analysis supported by IFAS and EFAS frameworks. Informants were selected using purposive sampling, involving representatives from the Office of Cooperatives and SMEs of PALI Regency, festival organizers, and MSME participants. Data were analyzed using the interactive model of Miles and Huberman. The findings indicate that the communication strategy implemented in the Sagarurung Festival reflects an Integrated Marketing Communication (IMC) approach, incorporating advertising, sales promotion, public relations, personal selling, and direct and digital marketing. Digital communication and interpersonal communication emerged as the most effective strategies in facilitating MSME participation. WhatsApp and social media became the primary communication channels due to their accessibility, speed, interactivity, and efficiency. Furthermore, free booth facilities reduced participation barriers, while public relations and interpersonal communication strengthened trust and sustainable relationships between organizers and MSMEs.
Festival as Cultural Branding and Regional Identity: Study of Sagarurung festival at Penukal Abab Lematang Ilir Regency Muh Yahyaddin; Nadia Chairunnisa Andra Shita Marini; Esxi Martia Gusma; Meisya Anggraini
Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Vol. 10 No. 2 (2026): [Issue in Progress]
Publisher : Research and Community Service Center, Politeknik Pariwisata NHI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34013/jk.v10i2.2764

Abstract

This study aims to analyze how the Sagarurung Festival as a cultural branding strategy for strengthening regional identity and cultural promotion in Penukal Abab Lematang Ilir (PALI) Regency, Indonesia. A mixed methods approach with qualitative dominance was employed by integrating qualitative data from in-depth interviews, participant observation, and document analysis with quantitative assessment through SWOT analysis using IFAS and EFAS frameworks. Data were collected from government representatives, festival organizers, cultural practitioners, MSME actors, and local communities, then analyzed through thematic analysis and strategic evaluation. The findings reveal that the Sagarurung Festival functions as a platform for transforming local cultural resources into symbolic representations of PALI Regency through cultural performances, smoked Sagarurung fish as culinary heritage, and community participation. The IFAS and EFAS results position the festival in quadrant I (Aggressive Strategy), indicating strong cultural assets and favorable external opportunities. However, challenges remain in cultural curation, digital promotion, documentation, and structured storytelling. This study contributes to cultural branding and festival studies by demonstrating how sub-national festivals can support regional identity construction and sustainable cultural promotion through the integration of cultural resources and strategic development.
Co-Authors Bimo Kuncoro Jati Meisya Anggraini Muh Yahyaddin Nadia Chairunnisa Andra Shita Marini Raty Rusmiana