STRATEGI PROMOSI DALAM PENGEMBANGAN DESA WISATA HIJAU BILEBANTE KECAMATAN PERINGGARATA KABUPATEN LOMBOK TENGAH
DOI:
https://doi.org/10.33394/vis.v2i1.692Abstract
Penelitian ini dilakukan dengan menggunakan metode kualitatif melalui
metode studi kasus. Data diperoleh melalui wawancara mendalam, obervasi dan studi
literature, dan dokumentasi. Adapun langkah analisis data meliputi reduksi data,
penyajian data, dan verifikasi. Tujuan pelaksanaan penelitian ini adalah untuk
mengetahui strategi promosi Desa Wisata Hijau Bilebante, Kabupaten Lombok
tengah yang dijalankan oleh Kelompok Penggerak Pariwisata Jari Sholah.
Menjalankan promotion mix yang meliputi word of mouth, public relation, personal
selling, event, eksebisi, publikasi dan internet. Dari keseluruhan bentuk promosi,
prioritas utama promosi dilakukan melalui media social dan public relation. Dalam
penelitian ini disimpulkan bahwa Kompepar Jari Sholah belum merumuskan strategi
promosi secara komprehensif dan terintegrasi.
Kata kunci : Strategi Promosi, Desa Wisata Hijau, Promotion Mix
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