PROMOTION STRATEGY OF TOURIST VISIT AT BHUMI MERAPI AGROTOURISM IN SLEMAN DISTRICT

Abstract

Agrotourism Bhumi Merapi is a tourist destination based on agriculture, plantations and livestock, located on Jl. Kaliurang, Sawangan, Hargobinangun, Pakem, Sleman, Special Region of Yogyakarta. Visitors can relax and study at the same time in a cool and comfortable place. The purpose of this study was to determine the promotion strategy applied by the manager of agrotourism Bhumi Merapi in increasing tourist visits. The type of the research is descriptive qualitative research which is a research method that utilizes qualitative data and describes descriptively. The reason of choosing the topic was because the researchers want to describe the conditions observed in the field more specifically, transparently and in depth. Meanwhile, in collecting the data, the researchers conducted interviews and observations. Those who were chosen as informants were the managers of agrotourism Bhumi Merapi and 10 domestic tourists. The data analysis method employs John W. Creswell model, which uses the following steps: data collection, data reduction, data presentation, and affirmation of conclusions. The results of the study indicate that promotion strategy used by the manager of agrotourism Bhumi Merapi is through social media called Instagram and Facebook and doing sales promotions assisted by Sleman Regency Tourism Office. It can be sum up that after the emergence of Instagram social media, the manager prefers to use it as promotional tools rather than using Facebook because Instagram is considered more effective, easier and faster in the process of using and disseminating information.

 Keywords: agrotourism, promotion strategy, tourist visit