ANALISA FAKTOR-FAKTOR PELAKSANAAN PROMOSI DESA WISATA DI INDONESIA DALAM UPAYA MENINGKATKAN LOYALITAS WISATAWAN

Abstract

The purpose of this study is to analyze the factors that influence the implementation, support and inhibition of promotional activities carried out by human resources in tourist villages in Indonesia to increase tourist loyalty. The descriptive research method in this study describes the state of tourist villages in Indonesia related to the formulation of the problem. Data collection techniques through primary data (observation and interviews) and secondary data (library study). The findings of this study indicate that the objectives of tourism village promotion activities include: introducing tourist village areas, modifying behavior, providing tourist information so that they always remember about tourist villages they have visited, reminding tourists about products, increasing sales of tourist village products and facing competition. The implementation of tourism village promotion is carried out in several ways as follows: carrying out market research, targeting sales targets and segmentation, choosing the right promotional media, and socializing tourism village product activity plans in the regions, coordinating sales plans with the tourist village HR team in Indonesia. The factors that support the promotion strategy: 1) the internal factors of the tourist village are the presence of reliable human resources and 2) the external factor of the tourist village is the existence of potential market opportunities. Meanwhile, the inhibiting factors are: the internal factor of the tourist village lies in the source of the budget issued by the local village and the external factors of the tourist village are competitors from other tourist villages with the same product.