TURTLE CONSERVATION AND EDUCATION CENTER (TCEC) AS A DIGITAL PROMOTION STRATEGY TO INCREASING THE NUMBER OF TOURIST VISITS AND SUSTAINABILITY

Abstract

Promotional strategies play a pivotal role in enhancing the attractiveness of tourist destinations. This research endeavors to explore the promotional tactics utilized by the Turtle Conservation And Education Center (TCEC) to amplify tourist footfall, scrutinize its marketing blend, and evaluate the repercussions of these promotional endeavors. Employing three methodologies for data collection, namely interviews, observations, and documentation, the study conducts qualitative data analysis using descriptive approaches. The results will elucidate the promotional maneuvers implemented to augment tourist visits via the Marketing Mix (7Ps) adopted by TCEC. These maneuvers encompass social media engagement, partnerships with travel agencies, development of tailored tour packages, participation in tourism expos, and educational ventures. These endeavors aspire to widen the visibility of TCEC among tourists. The impact of these promotional campaigns is manifested in the surge of annual tourist arrivals. In 2019, around 41,563 visitors were recorded, a figure that substantially dwindled to 5,795 in 2020 due to the adverse repercussions of the Covid-19 pandemic on Bali's tourism, particularly at TCEC. Nonetheless, there was a marginal upturn to 7,187 tourist visits in 2021, escalating further to 10,872 by 2022. This notable upsurge underscores the efficacy of TCEC's marketing team in their promotional endeavors, accentuating the center's conservation initiatives, amenities, and available activities. TCEC remains proactive in its promotional stratagems, persistently disseminating information to visitors regarding its conservation initiatives and offerings.