STRATEGI PROMOSI TRADISI MAGËBEG-GËBËGAN SEBAGAI DAYA TARIK WISATA DI DESA TUKADMUNGGA KABUPATEN BULELENG
Keywords:
Promotion Strategy, Magébég-gébégan Tradition, Tourist AttractionAbstract
The Magébég-gébégan tradition in Tukadmungga Village, Buleleng Regency, is one of the traditions with great potential as a tourist attraction. However, this tradition is not widely known due to insufficient promotion. Therefore, research on the promotion strategy of Magébég-gébégan is important to increase tourist visits to Tukadmungga Village. The data collection methods in this study used observation, interviews, and literature study. Subsequently, the obtained data were analyzed through data reduction, data presentation, and conclusion drawing and verification. The results of this study include: (1) The Magébég-gébégan tradition in Tukadmungga Village has great potential as a cultural tourism attraction in Buleleng Regency due to its uniqueness and cultural authenticity. Although supporting facilities such as public toilets and parking need to be improved, this village has sufficient basic infrastructure, good accessibility, and adequate tourist services; (2) Products, prices, and location are not obstacles, but promotion remains the main challenge due to a lack of human resources, low community awareness, and limited funds. Currently, promotion is only carried out through billboards, posters, and simple social media posts without a clear strategy, so there is a need for an improvement in a more structured promotion strategy and support from the local government and private sectors; (3) To maximize the promotion of the Magébég-gébégan tradition, several effective strategies can be implemented, including: (a) enhancing cooperation between Tukadmungga Village and the local government; (b) enhancing cooperation between Tukadmungga Village and the private sector; (c) increasing the synergy between the Customary Village and the Administrative Village in the implementation and promotion of the Magébég-gébégan tradition; (d) increasing local community participation in the promotion and preservation of the Magébég-gébégan tradition; and (e) holding cultural festivals periodically and sustainably.
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