Perancangan Strategi Promosi Digital Ekowisata melalui Instagram BPPD Ciamis

Abstract

Promosi ekowisata melalui media sosial menjadi pendekatan strategis yang semakin relevan, namun efektivitasnya sangat bergantung pada kesiapan organisasi dalam mengelola konten secara terstruktur. BPPD Kabupaten Ciamis sebagai lembaga promosi pariwisata daerah telah menjadikan media digital sebagai fokus utama promosi, namun pengelolaannya masih menghadapi kendala yang menyebabkan promosi digital belum berjalan secara optimal. Penelitian ini bertujuan menganalisis kondisi promosi digital ekowisata melalui Instagram BPPD Ciamis, menganalisis faktor internal dan eksternal yang memengaruhinya, serta merancang strategi promosi yang sesuai. Metode yang digunakan adalah deskriptif kualitatif dengan wawancara mendalam dan kuesioner berskala Likert. Analisis data menggunakan pendekatan SWOT melalui matriks IFAS, EFAS, diagram kartesius, dan matriks SWOT berbasis POAC. Hasil penelitian menunjukkan BPPD Ciamis berada pada Kuadran I (Grow and Build) dengan total skor IFAS 3,36 dan EFAS 3,15. Kekuatan utama meliputi komitmen organisasi terhadap promosi digital dan jaringan kerja sama luas, sementara kelemahan utama terletak pada keterbatasan SDM, anggaran, dan belum adanya content planner terstruktur. Luaran penelitian berupa content planner satu bulan untuk lima destinasi ekowisata Ciamis dan narrative content dalam bentuk storyboard video promosi Bukit Sampalan Asri.

Promoting ecotourism through social media is becoming an increasingly relevant strategic approach, yet its effectiveness depends heavily on an organisation’s ability to manage content in a structured manner. The Ciamis Regency Tourism Promotion Board (BPPD), as the regional tourism promotion body, has made digital media its primary focus for promotion; however, its management still faces challenges that prevent digital promotion from operating optimally. This study aims to analyse the state of digital ecotourism promotion via the BPPD Ciamis Instagram account, examine the internal and external factors influencing it, and devise an appropriate promotional strategy. The method used was a qualitative descriptive approach involving in-depth interviews and a Likert-scale questionnaire. Data analysis employed a SWOT approach using the IFAS and EFAS matrices, a Cartesian diagram, and a POAC-based SWOT matrix. The research findings indicate that the Ciamis BPPD is situated in Quadrant I (Grow and Build) with a total IFAS score of 3.36 and an EFAS score of 3.15. Key strengths include the organisation’s commitment to digital promotion and an extensive network of partnerships, whilst key weaknesses lie in limitations regarding human resources, budget, and the absence of a structured content planner. The research outputs comprise a one-month content plan for five ecotourism destinations in Ciamis and narrative content in the form of a storyboard for a promotional video on Bukit Sampalan Asri.