Promotion Strategy in the Development of Local Tourism at Mandala Ria Beach in Dra Village, Bontobahari District, Bulukumba Regency

Abstrak

Local tourism development requires an effective promotion strategy supported by good tourism governance to enhance destination competitiveness and community welfare. Mandala Ria Beach, located in Ara Village, Bontobahari District, Bulukumba Regency, possesses significant natural and historical potential; however, its development faces challenges related to infrastructure, accessibility, human resource capacity, and environmental awareness. This study aims to analyze promotion strategies in the development of local tourism at Mandala Ria Beach using a public administration perspective.

This research employed a qualitative approach with a case study design. Data were collected through observation, in-depth interviews, focus group discussions (FGD), and documentation review. Informants were selected using purposive sampling techniques. Data analysis was conducted through data reduction, data display, and conclusion drawing, while data validity was ensured through triangulation and member checking.

The results indicate that the promotion strategy implemented through community training, social media promotion, and advocacy of local cultural values has contributed to an increase in tourist visits. The application of the governance approach, supported by the 3A tourism development concept (attractions, amenities, and accessibility), demonstrates that stakeholder involvement and community participation play a crucial role in tourism promotion. However, the effectiveness of promotion remains limited due to insufficient professional skills in digital promotion and tourism services.

This study concludes that strengthening community capacity, improving promotional creativity, and implementing good tourism governance are key strategies for sustainable local tourism development at Mandala Ria Beach. These findings highlight the importance of collaborative governance and capacity building in enhancing local tourism competitiveness.