STRATEGI PROMOSI MANGROVE WONOREJO DALAM MENARIK WISATAWAN

WONOREJO MANGROVE TOURISM PROMOTION STRATEGI IN ATTRACTING TOURISTS

Pariwisata ekowisata Mangrove Wonorejo ialah salah satu lokasi ekowisata terbesar di Jawa Timur, Surabaya. Mangrove Wonorejo sejak 2008 bertranformasi menjadi salah satu destinasi wisata yang memberikan edukasi pada masyarakat tentang pentingnya lingkungan, namun karena lokasi yang berada di Surabaya namanya hanya dikenal saja tapi tidak dengan tempat dan destinasinya, hal ini dikarenakan nama Surabaya lekat sebagai kota metropolitan, perdagangan dan transit barang antar provinsi. Maka perlu dilakukan strategi promosi wisata mangrove wonorejo. Penggunaan metode penelitiannya yakni dengan pendekatan kualitatif. Pendekatan ini teruntuk mengetahui peristiwa dalam setting dan konteks natural-nya, dimana peneliti tidak melakukan manipulasi peristiwa yang diamati, kemudian analisis data menggunakan deskrpitif kualitatif dan triangulasi. Konsep promosi wisata menggunakan konsep AISAS yakni Attention, Interest, Search, Action dan Share. Adapun strategi promosi wisata yang dikembangkan melalui konsep wisata hijau, mengadakan event, pameran, penyebaran brosur dan promosi melalui social media.

Kata Kunci: Mangrove, Ekowisata, Strategi, Promosi

Wonorejo Mangrove ecotourism is one of the largest ecotourism locations in East Java, Surabaya. The Wonorejo Mangrove since 2008 has been transformed into a tourist destination that provides education to the public about the importance of the environment, but because the location in Surabaya is only known by its name but not by its place and destination, this is because the name Surabaya is attached as a metropolitan city, trade, and transit. goods between provinces. So it is necessary to do a promotion strategy for mangrove tourism in Wonorejo. The research method used in this study is a qualitative approach where this approach tries to understand the phenomenon in its natural setting and context, where the researcher does not manipulate the observed phenomena, then analyzes the data using qualitative descriptive and triangulation. The concept of tourism promotion uses the AISAS concept, namely Attention, Interest, Search, Action, and Share. The tourism promotion strategy was developed through holding events, exhibitions, distributing brochures and promotions through social media.