ANALISIS PROMOSI PARIWISATA DAN BUDAYA MASYARAKAT LOKAL DALAM MENINGKATKAN KUNJUNGAN WISATAWAN (Studi Kasus Pada Objek Wisata Di Desa Sade Lombok Tengah)

Abstract

This study aims to determine and analyze (1) Tourism promotion in increasing tourist visits to Sade Village; (2) Local community cultural programs in Sade Village in increasing tourist visits; and (3) Impact of tourist visits to Sade Village. There were five informants in this study. The analysis tool used was the Analysis Interactive Model from Miles and Huberman, which divides the steps in data analysis activities into several parts, namely data collection, data reduction, data display, and drawing conclusions or verification (conclusions). Based on the results of the study, it can be concluded that (1) Tourism promotion using advertising, sales promotion, personal selling, and personal selling can increase tourist visits to Sade Village; (2) Local community culture assessed from technological tools, economic systems, family systems, and political power systems can increase tourist visits to Sade Village; and (3) Tourist visits assessed from the increase in foreign and domestic visitors, increased community income from the tourism sector, expansion of employment opportunities, increased contribution of the tourism sector to increasing tourism competitiveness in Sade Village have a good impact on the Sade Village community.