Strategi Promosi Wisata Dalam Mendorong Investasi: Studi Pengembangan Destinasi Pulau Di Kota Makassar

Isra Miarni; Abdul Basid; Aswar Annas

doi:10.31764/jiap.v13i2.34159

Strategi Promosi Wisata Dalam Mendorong Investasi: Studi Pengembangan Destinasi Pulau Di Kota Makassar

Isra Miarni, Abdul Basid, Aswar Annas

Abstract

This study examines the Makassar City government's strategic program in promoting island tourism, identifying the inhibiting and supporting factors that arise, and examining regional investment through tourism promotion. This study uses a qualitative approach with data collection sourced from interviews, documentation, observation, and document review. The data obtained were then coded with Nvivo 12 Plus. The results of the study indicate that the government's strategic steps related to island tourism promotion include branding and destination image, holding events and festivals, providing integrated tourism packages, improving information services, and using digital promotional media. The hampered tourism promotion activities are caused by inadequate infrastructure and low public awareness. To overcome this, the government needs to provide clean water infrastructure, provide bathrooms to meet tourist needs, provide trash bins, educate the public, and improve the security of tourist locations. Meanwhile, supporting factors include the presence of strong local community participation and the use of digital platforms as promotional media. Increasing regional investment through tourism promotion includes expanding creative economic opportunities and MSMEs, creating new jobs, and increasing local revenue.

Keywords

Promosi Wisata, Peningkatan Investasi, Pengembangan Wisata Pulau

Full Text:

PDF

References

Amiruddin, H. (2020). Strategy in Promotion E-Tourism Base: Study on Bantaeng Regional Government.

Journal La Bisecoman, 1(1), 1–6. https://doi.org/10.37899/journallabisecoman.v1i1.22

Arifianti, D. P., & Faculty, P. S. (2024). Marine Tourism Management Strategy On Lanjukang Island : The Role Of Local Government Maritime Diplomacy. International Journal of Communication Tourism, and Social Economic Trends, 1(4), 48–55. https://doi.org/https://doi.org/10.62951/momat.v1i4.115

Azis, D. P., Gst, N., Suci, N., Budarma, I. K., & Dewantara, H. (2024). Strengthening Local Economies through the Implementation of Digital Promotion in Tourism Villages and Its Implications for Marine Tourism. Journal of Economic Education and Entrepreneurship Studies, 5(3), 443–455. https://doi.org/https://doi.org/10.62794/je3s.v5i3.4377

Badan Pendapatan Daerah Kota Makassar. (2024). Pemkot Makassar Terus Genjot Target PAD Rp2 Triliun di 2024 - Pajak PBB dan Aplikasi Pakinta Bapenda Makassar Jadi Bahan Materi Sosialisasi Penyebarluasan Perda. https://sulsel.bpk.go.id/pemkot-makassar-terus-genjot-target-pad-rp2-triliun- di-2024/

Burhanuddin, B., & Chusaemah, C. (2023). The Effects of Halal Food Socialization by The Culture and Tourism Office of South Sulawesi to The Increase of Tourists Visit In The City Of Makassar. International Journal of Halal System and Sustainability (InJHSS), 3(2), 40–44. https://doi.org/10.33096/injhss.v3i2.277

Dahliah. (2021). Economic Analysis of the Use of Tourists on Tourism Objects in Makassar City. Jurnal Economic Resource, 4(2), 101–109. https://doi.org/10.57178/jer.v4i2.231

Diani, M. A., Magister, P., Komunikasi, I., Pascasarjana, F., & Fajar, U. (2024). Promotional Strategies and the Role of Tourism Ambassadors in Increasing Tourist Visits in Penajam Paser Utara Regency. Jurnal Sinar Manajemen, 11(3), 28–36. https://doi.org/https://doi.org/10.56338/jsm.v11i1.5136

Faisal, Rahmanita, & Nurbaeti. (2024). Policies and Strategies for the Advancement of Green Tourism in the Jeneberang River Region of Makassar City. Jurnal Kepariwisataan: Destinasi, Hospitalisasi Dan

Perjalanan, 8(2), 285–297. https://doi.org/10.34013/jk.v8i2.1792

Fauzi, D., & Sumirat, P. A. (2023). Evaluation of Indonesian Tourism Marketing towards Quality Tourism. International Journal of Magistravitae Management, 1(2), 117–129. https://doi.org/10.33019/ijomm.v1i2.22

Irmadhiany, M., Nikijuluw, V., Putra, K. S., Prasetia, R., Burhanuddin, Wibisono, E., Hakim, A., Tomasow, J., & Armanto, T. (2024). Integrated Coastal Management (ICM) with a Reference on Protection- production Approach: an Initial Lesson of TWP East Bintan, Kepulauan Riau Province. BIO Web of Conferences, 92(1), 1–7. https://doi.org/10.1051/bioconf/20249201025

Kumar, A., & Barua, D. C. S. (2024). Leveraging Digital Innovations in Tourism Marketing: A Study of Destination Promotion Strategies. International Journal of Business and Management Research, 12(1), 08–12. https://doi.org/10.37391/ijbmr.120102

Kurlia, A. (2023). Analisis Sektor Pariwisata Dalam Peningkatan Pendapatan Asli Daerah (PAD) Kota Makassar [Universitas Negeri Makassar]. https://lib.unm.ac.id/layanan/karya-ilmiah/analisis-sektor- pariwisata-dalam-peningkatan-pendapatan-asli-daerah-pad-kota-makassar

Mahendra, I. (2025). Analysis of Blue and Green Economy Integration in Marine Resources Management and Sustainable Tourism Makassar. Atlntis Press, 2024(Icame 2024), 895–913. https://doi.org/10.2991/978-94-6463-758-8_75

Mahmuddin, M., Fadhilah, N., Aprilani, P., & Hanafi, M. H. (2024). The Role Of Creative Economy In Improving The Welfare Of Local Communities: Case Study In Tourism Area. Oikonomia : Journal of Management Economics and Accounting, 2(1), 1–10. https://doi.org/10.61942/oikonomia.v2i1.269

Mallick, S. U. (2023). Promoting Tourism Through Digital Marketing. The American Journal of Management and Economics Innovations, 5(10), 62–85. https://doi.org/10.37547/tajmei/volume05issue10-06

Mardin, N. F. R. H., Haning, M. T., & Lambali, S. (2023). Government Capability in Encouraging Sustainable Innovation: A Case Study of the Makassar City Tourism Alley Program. Journal La Sociale, 4(6), 550–559. https://doi.org/10.37899/journal-la-sociale.v4i6.1270

Marhanani Tri Astuti. (2021). Strengthening the Tourism Promotion Strategy inPriority Destinations for Lake Toba. The International Conference on Government Education Management and Tourism, 1(1), 444–456. http://conference.loupiasconference.org/index.php/ICoGEMT/article/view/197

Marpaung, N. P., Prasojo, E., Administrasi, F. I., Sarjana, P. P., & Indonesia, U. (2024). Marketing of Indonesian International Tourism from The Perspective of Collaborative. Eduvest - Journal of Universal Studies, 4(12), 11332–11351. https://doi.org/https://doi.org/10.59188/eduvest.v4i12.49944 Miarni, I. (2023). Kualitas Layanan pada Kantor Pelayanan Penyuluhan dan Konsultasi Perpajakan Kab.

Gowa [Politeknik STIA LAN Makassar]. https://eprints.stialanmakassar.ac.id/id/eprint/537

Naim, U. (2022). The role of Government in the Development of Costal Community in Makassar City.

Sosiohumaniora; Jurnal Ilmu-Ilmu Sosial Dan Humaniora, 24(3), 392–399.

http://eprints2.ipdn.ac.id/id/eprint/872

Nikolskaya, E. Y., Blinova, E. A., Lepeshkin, V. A., Kulgachev, I. P., & Shadskaja, I. G. evna. (2020). Strategy for the promotion of a tourism product in the international market. International Journal of Advanced Research in Engineering and Technology, 11(2), 238–245. https://doi.org/10.34218/IJARET.11.2.2020.024

Nur, A. C., Nur, A. I., Akib, H., & Koliopoulus, T. (2023). The Importance of Government Collaboration Strategies for Developing Tourism Villages in Indonesia. Revista de Gestão Social e Ambiental, 18(4),

https://doi.org/10.24857/rgsa.v18n4-096

Ohyver, D. A., Sudarmi, R. J., Naila, A., & Azisah, Q. (2024). Natural Potential and Local Resources of Tourism Villages in Extreme Poverty Alleviation. Journal of Economic Education and Entrepreneurship Studies, 5(3). https://doi.org/https://doi.org/10.62794/je3s.v5i3.4409

Omar, Y. A. A. A., Maupa, H., & Hakim, H. (2023). Impact Of Social Media , Customer Experience And Servicescape On The Revisit Intention In Marine Tourism. SEIKO : Journal of Management & Business, 6(1), 227–241. https://doi.org/https://doi.org/10.37531/sejaman.v6i1.4889

Pembelajaran, P. V., Informatika, J. T., Batam, P. N., & Yani, J. A. (2023). 9 th Applied Business and Engineering Conference 9 th Applied Business and Engineering Conference. Applied Business and Engineering Conference, 11(1), 1–11. https://abecindonesia.org/proceeding/index.php/abec/article/view/373

Rachman, T., Paroka, D., Zubair, M., Alie, M., & Purnama, B. (2024). Sosialisasi Konsep Blue Economy dalam Pembangunan Kawasan Wisata Pesisir Kota Makassar. Jurnal Tepat (Teknologi Terapan Untuk Pengabdian Masyarakat), 7(2010), 9–18. https://doi.org/https://doi.org/10.25042/jurnal_tepat.v7i1.453

Rahayu, M., Eppang, B. M., Renold, Machmury, A., Muchlis, F. F., Ridwan, M., Pastini, N. W., & Oktawirani, P. (2024). The Untia Coastal Tourism Village: The Driving Force Behind the Development of Makassar’s New Port. International Journal of Qualitative Research, 3(3), 296–303. https://doi.org/10.47540/ijqr.v3i3.1350

Roem, M. (2023). The Role of Stakeholders in the Development of Sustainable Marine Tourism in Makassar City: Tourism Governance Perspective. KnE Social Sciences, 2023, 571–578. https://doi.org/10.18502/kss.v8i17.14151

Rohadi, P. P., Qisthina, N., Aulia, R., Arifin, H. S., & Kaswanto, R. L. (2024). Urban Landscape Management of Makassar City Based on Waterfront City Concept. IOP Conference Series: Earth and Environmental Science, 1384(1). https://doi.org/10.1088/1755-1315/1384/1/012029

Ruslan, M., Mustafa, H., & Mariantha, I. N. (2019). Island Tourism Based Tourism Attraction: Implementation of Environmental Sanitation and Healthy Lifestyle Peoples in Coastal Region Island. Asian Journal of Social Sciences & Humanities Vol, 8(November), 4. http://ajssh.leena- luna.co.jp/AJSSHPDFs/Vol.8(4)/AJSSH2019(8.4-02).pdf

Ruslan, M. R. H., H, H., Rukmana, N. S., & Mahyuddin, A. A. (2025). Economic Empowerment Strategy for Coastal Communities of Lakkang Island, Tallo District, Makassar City. International Journal of Public Policy and Bureaucracy Economic, 2(1), 48–66. https://media.neliti.com/media/publications/620438-economic-empowerment-strategy-for-coasta

Saniati, S., Assuja, M. A., Neneng, N., Puspaningrum, A. S., & Sari, D. R. (2022). Implementasi E-Tourism sebagai Upaya Peningkatan Kegiatan Promosi Pariwisata. International Journal of Community Service Learning, 6(2), 203–212. https://doi.org/10.23887/ijcsl.v6i2.45559

Sari, F. R. (2021). Strategi Pengembangan Pariwisata Kota Makassar Sebagai Pendukung Peningkatan City Branding [Universitas Hasanuddin]. In Departemen Perencanaan Wilayah Kota (Vol. 75, Issue 17). http://repository.unhas.ac.id:443/id/eprint/8880

Selivanov, S. (2020). Sustaining Island Tourism through a Tourist Lens: A Case of Three Islands in the Gulf of Thailand. In Journal GEEJ (Vol. 7, Issue 2). University of Victoria.

Singtuen, V., & Phajuy, B. (2020). Archaeological distribution of geoheritage for geotourism development in Nakhon Sawan province, Thailand. Quaestiones Geographicae, 39(3), 57–68. https://doi.org/10.2478/quageo-2020-0023

Suanpang, P., Jamjuntr, P., Jermsittiparsert, K., & Kaewyong, P. (2022). Autonomous Energy Management by Applying Deep Q-Learning to Enhance Sustainability in Smart Tourism Cities. Energies, 15(5), 1–13. https://doi.org/10.3390/en15051906

Surya, B., Saleh, H., Suriani, S., Sakti, H. H., & Hadijah, HadijahSulawesi, S. (2020). Environmental Pollution Control and Sustainability Management of Slum Settlements in Makassar City ,. Journal MDPI - Land, 9(279), 1–34. https://www.mdpi.com/2073-445X/9/9/279

Tiara, N., Lelepadang, R., Aksa, K., & Taking, M. I. (2024). Arahan Pengembangan Wisata Pantai Indah Bosowa Di Kota Makassar Direction For The Development Of Indah Bosowa Beach Tourism In The City Of Makassar. Journal of Urban Planning Studies, 4(1), 11–18. https://doi.org/https://doi.org/10.35965/jups.v4i1.422

Wahyuni, V., Rahman, A., & Apriani, H. (2024). Evaluating Accommodation and Infrastructure for Sustainable Eco- Tourism Development in Mangrove Forest Destinations. Journal of Economic Education and Entrepreneurship Studies, 5(4), 685–698. http://eprints.unm.ac.id/id/eprint/36429

Waliya, I., Choiriyah, & Fadilla. (2023). Analisis Penerapan Bauran Pemasaran 7P (Marketing Mix) Pada Penjualan Produk Dalam Meningkatkan Pendapatan Di Khadijah Galery Palembang. EKONOM: Jurnal Ekonomi, Bisnis Dan Manajemen, 1(2), 131–142. https://doi.org/https://doi.org/10.61930/ekonom.v1i2.16

Wunas, S. (2019). The disaster resolving on tourism settlements in small islands. IOP Conference Series: Earth and Environmental Science, 235(1). https://doi.org/10.1088/1755-1315/235/1/012106

Yusuf, M., Amalia, I. F., & Zaenal, F. A. (2025). Perceptions of Tourism Promotion and Business Challenges in Makassar: A Survey on Digital Marketing Effectiveness for Tourism Businesses. Social,

Humanities, and Educational Studies, 8(2), 1–23. https://doi.org/https://doi.org/10.20961/shes.v8i2.99322

Zahra, R. A. A. H. F., Kamaruddin, C. A., Jamil, M., Samsir, A., & Hastuti, D. R. D. (2024). Tourist Preferences in Visiting Marine Tourism Attractions in Makassar City: Case Study on Akkarena Beach, Makassar City. Journal La Bisecoman, 5(5), 869–876. https://doi.org/10.37899/journallabisecoman.v5i5.1529

Zhang, Z., Plathong, S., Sun, Y., Guo, Z., Munnoy, T., Ma, L., Jantharakhantee, C., & Tanboot, L. (2020). Analysis of the island tourism environment based on tourists’ perception—A case study of Koh Lan, Thailand. Ocean and Coastal Management, 197(August), 1–10. https://doi.org/10.1016/j.ocecoaman.2020.105326

DOI: https://doi.org/10.31764/jiap.v13i2.34159