Obstacles in Marketing Legenda Tapak Tuan Tourism Object, South Aceh District

Abstract

This research aims at identifying the obstacles to marketing of The Legenda Tapak Tuan tourism object in Aceh South Aceh District. The method used in this study is a qualitative method with an ethnographic case study approach. Sources of information were obtained from 5 informants, namely: Head of the Tourism Office, Head of Tourism Object Section, Head of Bappeda and Head of Sub-Division of Bina Facilities and tourists. Data collection techniques are interviews, observation, and documentation. The data obtained were analyzed using domain analysis, while the data validity technique used is source triangulation, which is done by checking the correctness of the data from interviews and documentation. The results show that, in 2021, many people in South Aceh Regency will open their own tourism objects in their villages, by carrying out independent promotions through online media such as Facebook, Instagram and Whatsapp. The Tourism Office has also carried out a promotion strategy, namely advertising, and promoting Tour & Travel Online services on a number of social media platforms. The advertising that have been done include distributing pamphlets via social media Instagram, Facebook and Twitter as well as offering a number of tour packages by participating in expo activities outside the area to introduce and re-promote tourist destinations, especially the Tapaktuan Legend tourist attraction as an icon of South Aceh. The tourists can download an application where there are many features that can be used such as directions, maps, accommodation, and procedures for traveling to the destination location. This application also provides transportation features, which will make it easier for tourists to visit tourist sites in South Aceh Regency.