Buntu Burake Tourism Promotion Strategy for Tana Toraja Regency, South Sulawesi Province, Indonesia

Abstract

Buntu Burake Destinations are artificial destinations located in Tana Toraja Regency, Buntu Burake tourism is one of the leading tourist attractions in Tana Toraja at this time. This tourist attraction offers an excellent visiting experience for tourists, one of the attractions is the Statue of Jesus Christ with a statue height of 45 meters which resembles the Statue of Christ the Redeemer in Rio de Janeiro, Brazil. This study aims to develop a tourism promotion strategy for Buntu Burake. To achieve these objectives, the authors use descriptive qualitative methods, with observation, and literacy as data collection methods, and analysis using SWOT. Based on the SWOT analysis, it is found that the grand strategy matrix is ​​in quadrant 2, precisely at the point {x,y} = {(0,3),(-0,8)}. This means that in facing threats, Buntu Burake still has strength, so it can implement a diversification strategy through optimizing promotions through various media, both social media and other electronic media. Promotional diversification strategies through social media and electronic media can increase the decision to visit the Buntu Burake tourist destination, Tana Toraja Regency.