Pengembangan Media Promosi Campsite di Wana Wisata Ranca Upas untuk Meningkatkan Minat dan Keputusan Berkunjung Wisatawan

Abstract

Media promosi berperan penting dalam penyampaian informasi dan memengaruhi minat serta keputusan berkunjung wisatawan. Media promosi campsite di Wana Wisata Ranca Upas belum menyajikan informasi campsite secara lengkap. Penelitian ini bertujuan menganalisis kualitas dan efektivitas media promosi, preferensi wisatawan, faktor yang memengaruhi minat dan keputusan berkunjung, serta menyusun rekomendasi pengembangan media promosi campsite. Penelitian menggunakan metode campuran melalui observasi, wawancara, kuesioner, dan studi pustaka terhadap 100 responden yang dipilih secara purposive sampling. Analisis data dilakukan menggunakan analisis deskriptif dan regresi linear berganda, sedangkan Design Thinking digunakan sebagai metode penyusunan luaran. Hasil penelitian menunjukkan bahwa kualitas dan efektivitas media promosi berpengaruh signifikan terhadap minat dan keputusan berkunjung wisatawan dengan nilai koefisien determinasi sebesar 65,5%. Luaran berupa video promosi dan leaflet berdasarkan kebutuhan wisatawan.

Promotional media play an important role in delivering information and influencing tourists’ visiting interest and decision. Campsite promotional media at Wana Wisata Ranca Upas have not fully provided campsite information. This study aimed to analyze promotional media quality and effectiveness, tourist preferences, factors influencing visiting interest and decision, and formulate recommendations for campsite promotional media development. A mixed methods approach was applied through observation, interviews, questionnaires, and literature review involving 100 respondents selected using purposive sampling. Data were analyzed using descriptive analysis and multiple linear regression, while Design Thinking was used as the output development method. The results showed that promotional media quality and effectiveness significantly influenced tourists’ visiting interest and decision, with a coefficient of determination of 65.5%. The outputs consisted of a promotional video and a leaflet based on tourists’ needs.