ANALYSIS OF TOURISM PROMOTION MANAGEMENT IN AN EFFORT TO INCREASE TOURIST VISITS TO THE PACKRAFTING CANDEN TOURIST DESTINATION IN BANTUL REGENCY

Abstract

This study aims to identify the implementation of promotional management used by tourism managers, identify inhibiting factors in managing tourism promotional management, and analyze effective promotional management strategies to increase tourist visits to the Packrafting Canden tourist destination. Using qualitative descriptive techniques with data collection techniques through observation, interviews, and documentation. The subjects of this study consisted of three groups, namely one manager, two marketing managers and three tourists. Data analysis used the Miles and Huberman analysis method through the stages of data reduction, data presentation, and drawing conclusions. Proof of data validity in this study used method triangulation techniques. The results of the study indicate that Packrafting Canden's promotional management has not been running optimally in managing tourism promotion management. The implementation of promotional management utilizes the POAC (planning, organizing, actuating, and controlling) management function analysis. The planning stage identifies target market segments, promotional objectives, media and channel selection, and budget allocation. The organizing stage involves structured task allocation and teamwork. The actuating stage emphasizes Instagram and word of mouth as promotional media and channels, while the controlling stage utilizes insights from Instagram and visitor testimonials. However, several inhibiting factors, divided into internal and external, were identified. Effective strategies are needed to ensure tourism can compete more effectively and sustainably increase tourist visits.