Research article

DIGITAL PROMOTION IN THE TOURISM SECTOR: A CASE STUDY ON TOURISM OBJECTS IN PANGANDARAN REGENCY DURING COVID-19 PANDEMIC

Ipit Zulfan 1, Dian Wardiana Sjuchro 2, Iriana Bakti 3, Lutfi Khoerunnisa 4

Online First: November 15, 2022


Indonesia is known for its unique and interesting tourism. The diversity of Indonesia's natural beauty is the main attraction for tourists, both domestic and even foreign. Pangandaran Regency is one of the mainstay tourist attraction areas. Not only offering beautiful beaches but also nature reserves are served in Pangandaran Regency. Even so, the level of tourists visiting Pangandaran Regency is still relatively unstable. Since the last three years, the number of tourists has decreased, the peak of this decline occurred in 2020. This is the impact of the Covid-19 outbreak which led to the closure of recreational areas, including the Pangandaran Regency tourist attraction. Using a qualitative method with a case study approach, this study reveals the promotional methods used by the Tourism and Culture Office of Pangandaran Regency in maintaining the existance of tourist objects in the region. Department of cultural and Tourism is now intensively conducting digital promotions, especially on social media platforms, such as Instagram, Twitter, and Youtube. This is considered one of the most effective ways of promotion during this pandemic.

Keywords

Pangandaran Regency, Tourism Objects, Covid-19 Pandemic, Digital Promotion,