(Universitas Nurul Jadid, Probolinggo, Jawa Timur, 67291, Indonesia)
(2) Moh. Rasidi
(Universitas Nurul Jadid, Probolinggo, Jawa Timur, 67291, Indonesia)*Corresponding author
AbstractThis study was motivated by the issue of optimizing the promotional budget for craft destinations in the creative economy sector, which still faces various structural and operational challenges at the Situbondo Regency Tourism Office. Despite this, Situbondo Regency possesses significant tourism potential, featuring prominent destinations such as White Sand Beach, Baluran National Park, and Blekok Village. This study aims to analyze the strategies implemented by the Tourism Office in optimizing the promotion budget for craft destinations, as well as evaluating their impact on the development of the local creative economy sector. The research method used is a qualitative approach with data collection techniques including in-depth interviews with key informants, field observations, and document studies. Data analysis was conducted through data reduction, data presentation, and conclusion drawing. The research findings indicate that the strategies employed by the Tourism Office include selecting activities based on priority scales, focusing on training for creative economy actors, and involving local communities in program implementation. Despite budget constraints remaining a challenge, this approach has proven to drive increased tourist visits and innovation among local craft entrepreneurs. The strategy also strengthens community ownership of the program while supporting sustainable local economic empowerment.
Keywordsbudget strategy; destination promotion; creative economy; crafts; local tourism
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DOIhttps://doi.org/10.33122/ejeset.v6i1.831 |
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