@misc{eprints85019,
           month = {Oktober},
           title = {
STRATEGI PENGEMBANGAN PROMOSI PARIWISATA MELALUI

DIGITALISASI DI PROVINSI LAMPUNG},
          author = {Pasa Setiawan Nopan },
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS ILMU SOSIAL DAN ILMU POLITIK},
            year = {2024},
             url = {http://digilib.unila.ac.id/85019/},
        abstract = {ABSTRAK


Lampung diberkahi dengan keindahan alam dan budaya yang memikat, sebagian di
antaranya telah diolah menjadi destinasi wisata populer. Namun, potensi wisata Lampung
masih jauh dari kata tergali secara maksimal. Masih banyak kekayaan alam dan budaya
yang tersembunyi menanti untuk dijelajahi dan dikembangkan. Oleh karena itu,
pemerintah Provinsi Lampung mulai memasarkan potensi wisata yang ada dengan
mempromosikan pariwisata. Promosi merupakan salah satu tahapan dari pemasaran di
mana langkah ini berperan penting dalam upaya perbaikan pariwisata. Metode penelitian
yang digunakan adalah pendekatan kualitatif menggunakan teknik pengumpulan data
observasi, wawancara dan dokumentasi. Hasil penelitian menggunakan analisis strategi
oleh Mintzberg (1995) meliputi strategy as plan, strategy as ploy, strategy as pattern,
strategy as position dan strategy as perspective yang menunjukan bahwa Provinsi
Lampung melalui Dinas Pariwisata dan Ekonomi Kreatif Provinsi Lampung telah
melaksanakan strategi-strategi promosi digital namun hingga saat ini masih ditemukan
beberapa kendala. Beberapa kendala yang dihadapi adalah belum terfokusnya pariwisata
yang akan ditonjolkan serta kolaborasi dengan influencer yang belum termanfaatkan
dengan baik.

Kata Kunci: Pariwisata, Promosi Pariwisata, Digitalisasi

iii

ABSTRACK

Lampung is blessed with natural beauty and attractive culture, some of which
have been transformed into popular tourist destinations. However, Lampung's
tourism potential is still far from being fully explored. There are still many hidden
natural and cultural riches waiting to be explored and developed. Therefore, the
Lampung Provincial government has begun to market the existing tourism
potential by promoting tourism. Promotion is one of the stages of marketing
where this step plays an important role in efforts to improve tourism. The
research method used is a qualitative approach using observation, interview and
documentation data collection techniques. The results of research using strategy
analysis by Mintzberg (1995) include strategy as plan, strategy as ploy, strategy
as pattern, strategy as position and strategy as perspective which shows that
Lampung Province through the Lampung Province Tourism and Creative
Economy Office has implemented digital promotion strategies However, until now
there are still several obstacles found. Some of the obstacles faced are that
tourism has not been focused on and collaboration with influencers has not been
utilized properly.
Keywords: Tourism, Tourism Promotion, Digitalization}
}