STRATEGI PEMASARAN DAYA TARIK WISATA GOA GARBA DI DESA PEJENG KABUPATEN GIANYAR

Abstract

Cultural tourism serves as the foundation for the implementation of tourism development in Bali, in accordance with Regional Regulation Number 2 of 2012 concerning Balinese Cultural Tourism. Three famous cultural heritage sites that serve as tourist attractions are Tirta Empul, Gua Gajah, and Candi Gunung Kawi. Efforts are needed to develop other cultural heritage sites to enhance the diversity of tourist attractions in Gianyar Regency. One emerging attraction is Goa Garba. Tourism attraction data for Goa Garba, located in Pejeng Village in Gianyar. The types of data used include qualitative and quantitative data. Qualitative data includes information about the potential and marketing strategies for the Goa Garba Destination Area. Quantitative data includes the number of tourist visits to Goa Garba. Data sources include primary and secondary data obtained through indepth interviews and observations. The informant selection technique is purposive sampling.  Cultural heritage refers to efforts to preserve, protect, and maintain the cultural heritage of acommunity or nation. Potential features found at the attraction of Goa Garba include stone stairs, footprints of Mahapatih Kebo Iwa, a niche used as a meditation place for the Kingdom's people during the reign of Jaya Pangus, Telaga Waja, currently utilized for Melasti rituals, and springs for ritual cleansing. Facilities such as sufficient parking, clean toilets, information centers, ticket counters, and gazebos are available. Marketing strategies used to increase the number of tourist visits include creating a branding for the special interest tourism attraction, maintaining the cleanliness and natural beauty of Goa Garba, identifying target markets for both foreign and domestic tourists, promoting through the internet and brochures to introduce the attractions of Goa Garba, improving infrastructure like parking areas, and building a positive image.