Abstract
The Dieng Culture Festival (DCF) is an innovation of sustainable tourism development, which refers to the character development of local community-based tourism products. The DCF combines the concept of cultural and natural tourism. It shows visitors that Dieng has a variety of natural and cultural tourism objects with a sustainable tourism concept. This study aims to analyze the promotional strategies carried out by the DCF as sustainable tourism based on local communities. This research employed a descriptive qualitative approach by conducting in-depth interviews on 2020 with 10 interviewees included tourism awareness group (Pokdarwis) Dieng Pandawa administrators and the local community involved in the DCF. The results revealed that (1) the promotion strategy was implemented using online media (Facebook and Instagram), (2) publicity through television channels has collaborated with the DCF organizer and (CNN) Pesona Indonesia to publish activities during the DCF to the broader community, (3) the DCF organizer also created an official website containing a series of events, ticket sales, and information on Dieng Plateau tourism objects.
Highlights
Culture is a priceless historical heritage, both tangible and intangible cultural heritage
This study aims to analyze the promotional strategies carried out by the Dieng Culture Festival (DCF) as sustainable tourism based on local communities
The Dieng Culture Festival (DCF) is an annual event presenting the ritual ceremony of the dreadlocks as the main event and enlivened by the exhibition of various Dieng superior products, such as purwaceng, Dutch eggplant, potatoes, and Dieng cultural arts performances, such as warok mask dance and lion dance
Summary
Culture is a priceless historical heritage, both tangible and intangible cultural heritage. In the context of tourism, culture is a crucial asset that must be maintained and preserved. In some tourist areas in Indonesia, such as Bali and Yogyakarta, culture becomes an icon and asset maintained as a tourist attraction. In many places, the tourism sector has become a source of income for the community and can contribute to regional income. Dieng is an area blessed with a natural panorama with a million charms and rich cultural heritage. Tourism can be useful as a learning space (education) and a place of spiritual enrichment (religion) for the surrounding community and visitors
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