Lelakut Festival sebagai Strategi Promosi Wisata Budaya oleh In-Coach Asia di Bali

Abstract

The challenges of managing tourism in Bali have become increasingly complex due to rising global competition and shifts in tourist behaviour. Innovation in promotional strategies and tourism product development is essential to keep Bali relevant and appealing. Culture-based events that incorporate training or team-building activities offer a promising approach. In-Coach Asia serves as an event organizer that not only focuses on human resource development but also creatively incorporates local culture as the core theme. This study aims to examine how such activities can effectively promote cultural tourism. Using a qualitative method, data were collected through observation, interviews, documentation, and literature review. The results show that the event not only provided participants with an enjoyable cultural experience but also served as an effective strategy for promoting cultural tourism. Active participant engagement in sharing their experiences helped expand the promotional reach and reinforce positive impressions of local cultural values. The Lelakut Festival has thus proven to be an effective and sustainable cultural tourism promotion strategy.