PROMOTION STRATEGY TO INCREASE TOURISTT VISITS IN KAMPAR REGENCY

Abstract

Kampar Regency has diverse tourism potential in terms of ecological, natural, cultural, and historical tourism. However, the potential of tourist attractions in Kampar Regency has not been maximally exposed so the impact on increasing local revenue (PAD) from the tourism sector has not been significant. This study aims to 1). Identify the form of tourism promotion carried out by the Kampar Regency Tourism Office 2). Determine the impact of the promotion that has been carried out on increasing tourist visits 3). Formulate the right promotion strategy to increase tourist visits in Kampar Regency. This study uses a qualitative descriptive analysis method. Data collection was carried out through direct observation, interviews, questionnaires, documentation, agency surveys, and literature reviews. Qualitative descriptive analysis techniques were used to identify the form of tourism promotion carried out by the Kampar Regency Tourism Office and to determine the impact of the promotion that has been carried out on increasing tourist visits and the SWOT analysis method to formulate the right promotion strategy to increase tourist visits in Kampar Regency. The results of this study indicate 1). The promotion carried out by the Kampar Regency Tourism Office is participating in festivals, and exhibitions, placing advertisements in various media, and holding tourism events 2). The impact promotion carried out by the Kampar Regency Tourism Office can provide a significant impact on increasing tourist visits 3). The right strategy to increase the number of visits is the creation of work units and cooperation in promoting tourist attractions in Kampar Regency, Development of accommodation at innovative leading tourist attractions, Community-based tourism management and local culture, and Improvement of human resources (HR).