Efektivitas Promosi Digital Dan Promosi Konvensional Dinas Pariwisata Aceh Tenggara Dalam Meningkatkan Jumlah Wisatawan

Dini Salma Fransiska

doi:10.64276/ams.v1i2.61

Authors

Dini Salma Fransiska Politeknik Unggul LP3M

DOI:

https://doi.org/10.64276/ams.v1i2.61

Keywords:

Promosi Digital, Promosi Konvensional, Efektivitas, Pariwisata, Aceh Tenggara

Abstract

Penelitian ini bertujuan untuk mengetahui efektivitas promosi digital dan promosi konvensional yang dilakukan oleh Dinas Pariwisata Aceh Tenggara dalam meningkatkan jumlah wisatawan. Latar belakang penelitian ini didasari oleh semakin ketatnya persaingan antar daerah dalam menarik wisatawan, sehingga diperlukan strategi promosi yang tepat dan efektif. Metode penelitian yang digunakan adalah pendekatan deskriptif kualitatif dengan pengumpulan data melalui observasi dan penyebaran kuesioner kepada 50 responden. Hasil penelitian ini menunjukkan bahwa promosi digital melalui media sosial, website, dan platform online lainnya dinilai lebih efektif dalam menjangkau wisatawan secara luas, cepat, dan interaktif. Sementara itu, promosi konvensional melalui spanduk, brosur, baleho, dan event budaya masih memiliki peranan penting, khususnya dalam menjangkau masyarakat lokal serta memberikan pengalaman langsung. Berdasarkan data jumlah wisatawan, diketahui bahwa pada tahun 2023 jumlah wisatawan mencapai 173.367 orang, dan pada tahun 2024 jumlah wisatawan mengalami penurunan menjadi 147.527 orang, mengalami fluktuasi dengan kecenderungan menurun, yang menunjukkan ketidakstabilan kunjungan Dengan demikian, dapat disimpulkan bahwa kombinasi antara promosi digital dan konvensional merupakan strategi yang paling tepat untuk menigkatkan jumlah wisatawan ke Aceh Tenggara.

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