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All Journal Jurnal Ilmu Komunikasi Pattimura Populis: Jurnal Ilmu Sosial dan Ilmu Politik
Moriolkosu, Jhon Rien
Unknown Affiliation
Religion Humanities Languange, Linguistic, Communication & Media Social Sciences

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Strategi Promosi Objek Wisata Pantai Matakus oleh Dinas Pariwisata Kabupaten Kepulauan Tanimbar Kecamatan Tanimbar Selatan Moriolkosu, Jhon Rien; Rumra, Fatmawati
Jurnal Ilmu Komunikasi Pattimura Vol 3 No 1 (2024): Jurnal Ilmu Komunikasi Pattimura
Publisher : Department of Communication Science, University of Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/JIKPvol3iss1pp507-517

Abstract

Abstract: This research is a qualitative descriptive research that aims to find out how the promotion strategy of the Tanimbar Islands Regency Tourism Office in promoting Matakus Beach. This research was carried out at the Tourism Office of Tanimbar Islands and Matakus Beach with data collection techniques in the form of observation, interviews, and also some documentation, as well as data analysis techniques using qualitative technique models according to Miles and Huberman consisting of data reduction, data presentation and conclusions. The results showed that the promotion strategy carried out by the Tanimbar Islands Regency Tourism Office in promoting matakus beach attractions was in accordance with the promotion mix theory. Where they use methods of Advertising, Sales Promotion, Direct Marketing, and Public Relations in promoting matakus beach. However, there are several methods that have not been used by the tourism office, namely personal sales and also the obstacles faced, namely costs and human resources that are still lacking in the tourism office so that the methods used have not run effectively. But in the future the tourism office will update it all so that the promotion of matakus beach attractions can run well.
Melampaui Promosi: Tata Kelola, Kapasitas Institusional, dan Strategi Pemasaran dalam Pengembangan Destinasi Pariwisata Pinggiran Moriolkosu, Jhon Rien; Rumra, Fatmawati; Bandjar, Antasari
Populis: Jurnal Ilmu Sosial dan Ilmu Politik Vol 19 No 2 (2025): Mei 2025
Publisher : Universitas Pattimura

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30598/populis.19.2.141-154

Abstract

This article aims to evaluate governance, institutional capacity, and marketing strategies in the development of peripheral tourism destinations, using Matakus Beach in the Tanimbar Islands Regency as a case study. The study employs a descriptive qualitative approach, with data collected through in-depth interviews, observation, and document analysis of promotional practices implemented by the local Tourism Office. The findings reveal that the promotion strategies applied align with the principles of the promotion mix, utilizing advertising, sales promotion, direct marketing, and public relations. However, personal selling methods have not been optimally implemented. The main challenges identified include budget constraints and limited human resources, which have affected the effectiveness of the promotional strategies. These findings contribute to a deeper understanding of the importance of strengthening institutional capacity in peripheral regions to support sustainable tourism promotion. The novelty of this study lies in its integration of governance and institutional capacity analysis into the evaluation of destination marketing strategies in peripheral areas, which have traditionally focused primarily on promotional aspects. Recommendations are proposed to ensure that the development of peripheral tourism destinations prioritizes not only intensified promotion efforts but also institutional restructuring and resource strengthening as foundations for tourism sustainability. This article is expected to contribute to the advancement of theory and practice in the social sciences and humanities, particularly in the fields of governance and regional tourism marketing studies.
Co-Authors Bandjar, Antasari Fatmawati Rumra, Fatmawati