Perancangan Media Promosi di Resort Labuhan Merak Taman Nasional Baluran Kabupaten Situbondo Provinsi Jawa Timur

Abstract

Tingkat kunjungan yang masih rendah di Labuhan Merak, Taman Nasional Baluran menunjukkan perlunya perancangan media promosi digital. Penelitian ini bertujuan untuk mengidentifikasi daya tarik wisata, permintaan wisatawan terhadap media promosi, serta merancang media promosi wisata berdasarkan permintaan wisatawan. Penelitian menggunakan metode mixed method dengan pengumpulan data melalui observasi, wawancara, dokumentasi, studi literatur, dan penyebaran kuesioner tertutup kepada 100 responden wisatawan dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa daya tarik wisata meliputi pantai, savana, hutan mangrove, salt flats, serta flora fauna khas Labuhan Merak. Persepsi responden wisatawan tertinggi yaitu media promosi dapat meningkatkan ketertarikan untuk berkunjung dan preferensinya menunjukkan bahwa Pantai Sijile menjadi daya tarik wisata yang paling diminati. Responden wisatawan lebih tertarik pada e-poster dan video sinematik yang menampilkan suasana keindahan kawasan wisata dengan informasi yang mudah dipahami serta visual yang jelas dan berkualitas melalui Instagram. Hasil perancangan media promosi berupa e-poster dan video promosi sinematik dengan tagline “Discover Another Side of Baluran”.

The low number of tourist visits to Labuhan Merak, Baluran National Park, indicates the need for the development of digital promotional media. This study aims to identify tourist attractions, determine tourists' demands for promotional media, and design tourism promotional media based on tourists' demands. This study employed a mixed-method approach. Data were collected through observation, interviews, documentation, literature review, and the distribution of closed-ended questionnaires to 100 tourist respondents selected using a purposive sampling technique. Data were analyzed using qualitative and quantitative descriptive methods. The results showed that the tourist attractions include beaches, savannas, mangrove forests, salt flats, and the distinctive flora and fauna of Labuhan Merak. The highest tourist perception indicated that promotional media could increase interest in visiting, while tourist preferences showed that Sijile Beach was the most preferred tourist attraction. Tourists were more interested in e-posters and cinematic videos that present the beauty of the tourist area through easy-to-understand information and clear, high-quality visuals distributed via Instagram. The resulting promotional media designs consisted of an e-poster and a cinematic promotional video with the tagline “Discover Another Side of Baluran”.