A Promotion Strategy to Increase the Number of Tourist Visits to the Kali Bening Tourist Object, Jepara, Central Java

Abstract

This study aims to determine how the promotional strategy is carried out by the management of the Kali Bening Jepara tourist attraction to increase the number of tourist visits. This study uses a qualitative descriptive approach using primary and secondary data. Data collection techniques use interviews, observations, and literature studies. In this research interview involved five informants, namely the Secretary of the Jepara Regency Tourism and Culture Office, the management of the Kali Bening Jepara tourist attraction and visitors. The data analysis technique used by the researcher is the qualitative descriptive data analysis technique of the I Made Winartha model, namely, analyzing, describing, and summarizing various conditions, situations from various data collected in the form of interview results or observations regarding the problems studied that occur in the field. The results of this study indicate that the management of Kali Bening Jepara carries out promotions with a mix of digital marketing and word of mouth promotions.