Strategi Promosi dalam Meningkatkan Kunjungan Wisatawan Objek Wisata Alam Aek Sijorni Kecamatan Sayurmatinggi Kabupaten Tapanuli Selatan

Abstract

This research discusses promotion strategies to increase tourist visits to the Aek Sijorni Natural Tourism Site in the Sayurmatinggi District, South Tapanuli Regency. The study aims to analyze the issue of promotion strategies implemented at the Aek Sijorni Natural Tourism Site. It employs the concept of promotion mix, which includes advertising, personal selling, public relations, and sales marketing. Data collection methods include interviews, observations, documentation, SWOT analysis, and literature review. The results indicate that the management of the Aek Sijorni Natural Tourism Site has utilized the promotion mix, including advertising, personal selling, public relations, and sales promotion. Additionally, apart from these four promotion mix elements, another promotional strategy identified by the researcher that has positively impacted development and promotion is through cooperation or partnership between the Regional Tourism Office (PORDAKWIS) and the management of the Aek Sijorni Natural Tourism Site.