EFEKTIVITAS PROMOSI WISATA BERBASIS WEBSITE MENGGUNAKAN ANALISIS SWOT DI TANJUNG DURIAT

Salsabila Fatin Adilah, - (2024) EFEKTIVITAS PROMOSI WISATA BERBASIS WEBSITE MENGGUNAKAN ANALISIS SWOT DI TANJUNG DURIAT. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

ABSTRAK Perkembangan teknologi informasi, khususnya internet, telah mengubah cara promosi pariwisata secara signifikan. Website sebagai media digital memainkan peran penting dalam strategi promosi, terutama bagi destinasi wisata yang ingin memperluas jangkauan dan meningkatkan kunjungan wisatawan. Penelitian ini bertujuan untuk menganalisis strategi promosi wisata Tanjung Duriat melalui website dengan pendekatan analisis SWOT, untuk mengidentifikasi kekuatan, kelemahan, peluang, dan ancaman yang dihadapi oleh destinasi. Metode penelitian yang digunakan adalah metode kualitatif dengan pendekatan deskriptif. Data diperoleh melalui wawancara, pengamatan langsung terhadap website, dan studi literatur terkait. Hasil penelitian menunjukkan bahwa website Tanjung Duriat memiliki potensi besar dalam mempromosikan destinasi wisata tersebut, namun masih terdapat beberapa kelemahan seperti kurangnya pembaruan konten dan fitur website. Selain itu, strategi promosi melalui website juga menghadapi tantangan dalam meningkatkan visibilitas dan jumlah kunjungan secara signifikan. Berdasarkan analisis SWOT, penelitian ini menyarankan peningkatan kualitas konten dan fitur website, serta optimalisasi penggunaan media sosial yang terhubung dengan website untuk meningkatkan daya tarik wisatawan. Dalam strategi promosi wisata Tanjung Duriat berbasis website menggunakan strategi W-O, strategi ini dipilih karena website Tanjung Duriat belum memiliki orang yang secara khusus untuk mengelola website. Dalam strategi W-O terdapat strategi menambah SDM yang dikhususkan untuk mengelola website, jika ada seseorang yang dikhususkan untuk mengelola website maka hal itu akan lebih memudahkan pihak Tanjung Duriat dalam pengoptimalan website yang dijadikan sebagai salah satu media promosi wisata. Dengan strategi yang tepat, website Tanjung Duriat diharapkan dapat menjadi alat promosi yang efektif dalam meningkatkan kunjungan wisatawan ke destinasi tersebut. Kata Kunci : Promosi Wisata, Website, Analisis SWOT, Tanjung Duriat ABSTRACT The development of information technology, especially the internet, has significantly changed the way tourism is promoted. Websites as digital media play an important role in promotional strategies, especially for tourist destinations that want to expand their reach and increase tourist visits. This research aims to analyze Tanjung Duriat's tourism promotion strategy through the website with a SWOT analysis approach, to identify the destination’s strengths, weaknesses, opportunities, and threats faced by the destination. The research method used is a qualitative method with a descriptive approach. Data were obtained through interviews, direct observation of the website, and study of related literature. The results showed that the Tanjung Duriat website has great potential to promote the tourist destination. However, there are still some weaknesses such as the lack of content updates and website features. In addition, the website promotion strategy also faces challenges in significantly increasing visibility and number of visits. Based on the SWOT analysis, this study suggests improving the quality of website content and features, as well as optimizing the use of social media connected to the website to increase tourist attraction. The website-based Tanjung Duriat tourism promotion strategy using the W-O strategy, strategy was chosen because the Tanjung Duriat website does not yet have a person specifically to manage the website. In the W-O strategy, there is a strategy to add human resources specifically to manage the website, if there is someone who is devoted to managing the website, it will make it easier for Tanjung Duriat to optimize the website which is used as one of the tourism promotion media. With the right strategy, the Tanjung Duriat website is expected to be an effective promotional tool in increasing tourist visits to these destinations. Keywords: Tourism Promotion, Website, SWOT Analysis, Tanjung Duriat

Item Type: Thesis (S1)
Additional Information: Oman Sukirman 5992874 Dally Nur Arif 6745748
Uncontrolled Keywords: Kata Kunci : Promosi Wisata, Website, Analisis SWOT, Tanjung Duriat Keywords: Tourism Promotion, Website, SWOT Analysis, Tanjung Duriat
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
Depositing User: Salsabila Fatin Adilah
Date Deposited: 18 Sep 2024 02:33
Last Modified: 18 Sep 2024 02:33
URI: http://repository.upi.edu/id/eprint/122359

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