Efektivitas program promosi digital pengembangan Desa Wisata Ciburial Kecamatan Cimenyan Kabupaten Bandung

Kholidah, Sofia Nur (2023) Efektivitas program promosi digital pengembangan Desa Wisata Ciburial Kecamatan Cimenyan Kabupaten Bandung. Sarjana thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

INDONESIA : Good Governance merupakan suatu kondisi yang menjamin tentang adanya proses kesejajaran, kesamaan dan keseimbangan peran serta, saling mengontrol yang dilakukan oleh komponen-komponen seperti pemerintahan, rakyat, dan usahawan. Indonesia yang kaya akan sektor pariwisatanya dapat mendorong untuk mengembangkan dan mengentaskan kemiskinan dan mengurangi kesenjangan pembangunan antar wilayah, salah satunya dengan mengembangkan program desa wisata. Pada tahun 2011 dalam SK Bupati Kabupaten Bandung menetapkan 10 Desa Wisata, salah satunya yaitu Desa Ciburial Kecamatan Cimenyan Kabupaten Bandung. Desa Wisata Ciburial merupakan salah satu potensi pariwisata yang menawarkan suasana dan keindahan alamnya. Untuk memperluas jangkauan pengunjung dan meningkatkan daya tariknya, sebuah program promosi digital telah diterapkan sebagai strategi pengembangan. Penelitian ini bertujuan untuk mengetahui bagaimana efektivitas program promosi digital dalam pengembangan Desa Wisata Ciburial Kecamatan Cimenyan Kabupaten Bandung. Metode penelitian yang digunakan yaitu metode penelitian kualitatif secara deskriptif dengan menggunakan pendekatan studi kasus. Sumber data primer diambil secara langsung dari informan melalui hasil observasi dan wawancara di Desa Ciburial. Data sekunder yang didapatkan peneliti bersumber dari studi kepustakaan, internet, jurnal, website resmi Desa Ciburial, dan dokumen pendukung yang membantu proses kajian penelitian. Dan teknik analisis data yang terdiri dari reduksi data, penyajian data, dan penarikan kesimpulan. Untuk mengukur efektivitas suatu program peneliti menggunakan teori efektivitas program menurut Kettner, Moroney dan Martin (2022) yang meliputi lima dimensi yaitu Upaya (Effort), Efesiensi Biaya (Cost-Efficiency), Hasil (Result), Efektivitas Biaya (Cost-Effectiveness) dan Dampak (Impact). Hasil penelitian menunjukkan bahwa program promosi digital pengembangan desa wisata di Desa Ciburial dapat dikatakan cukup efektif, namun masih terdapat kendala dari masing-masing pihak. Adapun yang menjadi kelemahan dalam pengembangan Desa Wisata Ciburial ini, yaitu pemerintah dan masyarakat desa belum efektif dalam mengelola potensi yang dimiliki desanya sendiri. Seperti yang dapat dilihat dan dirasakan di Desa Ciburial ini lebih banyak destinasi wisata yang dikelola pengusaha luar atau dapat dikatakan kepemilikan pribadi. ENGLISH : Good Governance is a condition that guarantees the existence of a process of alignment, equality and balance of roles and participation, mutual control carried out by components such as government, citizen, and business. Indonesia, which is rich in the tourism sector, can encourage the development and alleviation of poverty and reduce the development gap between regions, one of which is by developing a tourism village program. In 2011, the Bandung Regency Regent Decree established 10 Tourism Villages, one of which is Ciburial Village, Cimenyan District, Bandung Regency. Ciburial Tourism Village is one of the tourism potentials that offers an atmosphere and natural beauty. To expand the reach of visitors and increase its attractiveness, a digital promotion program has been implemented as a development strategy. This study aims to determine how the effectiveness of digital promotion programs in the development of Ciburial Tourism Village Cimenyan District, Bandung Regency. The research method used is a descriptive qualitative research method using a case study approach. Primary data sources were taken directly from informants through observations and interviews in Ciburial Village. Secondary data obtained by researchers came from literature studies, the internet, journals, the official Ciburial Village website, and supporting documents that helped the research study process. And data analysis techniques consisting of data reduction, data presentation, and drawing conclusions. To measure the effectiveness of a program, researchers use program effectiveness theory according to Kettner, Moroney and Martin (2022) which includes five dimensions, namely Effort, Cost-Efficiency, Results, Cost-Effectiveness and Impact (Impact). The results showed that the digital promotion program for tourism village development in Ciburial Village can be said to be quite effective, but there are still obstacles from each party. As for the weaknesses in the development of this Ciburial Tourism Village, namely the government and the village community have not been effective in managing the potential of their own village. As can be seen and felt in Ciburial Village, more tourist destinations are managed by outside entrepreneurs or can be said to be private ownership.

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