Abstract
The implementation of the tourism festival event is one way to promote tourism potential. In addition to the purpose of tourism promotion, the festival is held to increase the number of tourist visits, increase local revenue, and provide economic income for the local community. Since 2015, the Ende Regency government through the Tourism Office has conducted a tourism event. The event was the āFestival Parade Pesona Kebangsaan (FPPK)ā. This festival has aims to promote tourist attraction objects in Ende Regency as well as to commemorate the history of the birth of Pancasila which was sparked by Bung Karno during his exile in Ende (1934-1938). āFestival Parade Pesona Kebangsaanā is not yet perfect and still needs a lot of improvement. The implementation of promotional activities and tourism promotion is also still limited to the implementation of formalities and without good preparation. The focus of this research is the evaluation and reformulation of the promotion strategy of the āFestival Parade Pesona Kebangsaanā in Ende Regency, which is divided into the identification and analysis of the factors that influence the activities of the āFestival Parade Pesona Kebangsaanā, as well as the evaluation and reformulation of the promotion strategy to perfect the next program of activities. This study uses a descriptive-analytic method with a qualitative approach that aims to describe and evaluate and reformulate the promotion strategy of the āFestival Parade Pesona Kebangsaanā in Ende.
Highlights
Pelaksanaan event festival pariwisata merupakan salah satu cara untuk mempromosikan potensi wisata
the festival is held to increase the number of tourist visits
commemorate the history of the birth of Pancasila which was sparked by Bung Karno during his exile
Summary
Pariwisata merupakan industri jasa yang menjanjikan dan menguntungkan. Industri pariwisata juga memberikan keuntungan bagi wilayah-wilayah yang dikunjungi atau daerah-daerah yang menjadi destinasi wisata. Festival Parade Pesona Kebangsaan adalah sebuah strategi promosi pariwisata yang dilakukan oleh Dinas Pariwisata Kabupaten Ende. Menurut Kotler (1999), elemen utama dari promosi yakni seperti berikut: pertama, Personal Selling (Penjualan Perorangan) adalah bentuk komunikasi antar individu di mana tenaga penjual menginformasikan, mendidik, dan melakukan persuasi kepada calon pembeli atau membeli produk atau jasa perusahaan; Kedua, Advertising (Periklanan) adalah sebuah pengiriman pesan melalui suatu media yang dibayar sendiri oleh pemasang iklan; ketiga, Sales Promotion (Promosi Penjualan) terdiri dari semua. Beradasarkan permasalahan yang ditemukan di atas terkait strategi promosi Festival parade pesona kebangsaan maka tujuan dari penelitian ini adalah mengidentifikasi dan menganalisis faktor ā faktor yang mempengaruhi kunjungan wisatawan, pendapatan daerah, pengembangan pariwisata dan pendapatan masyarakat terkait kegiatan event FPPK, mengevaluasi strategi promosi wisata lewat event FPPK yang telah dilakukan oleh Dinas Pariwisata Kabupaten Ende dan memformulasikan kembali strategi dan solusi untuk penyempurnaan kegiatan event FPPK
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