ANALISIS STRATEGI PROMOSI DIGITAL NGEBEL ADVENTURE PARK MENGGUNAKAN MODEL AISAS

The development of the internet as well as advances in communication and information technology currently affect all sectors of life. Including the marketing sector in the form of promotions is currently also affected by these technological advances. Many companies and government agencies promote their products through digital media in order to reach a wider community. The tourism sector also does not want to be left behind with the rapid development of the internet as well as advances in communication and information technology by utilizing digital media as a tool to promote tourism objects and their potential. Like what the Ngebel Government has done by forming a Village Owned Enterprise (BUMDES), they promote and introduce the object of Ngebel Adventure Park to the public in various digital media. This study aims to identify and identify the application of digital promotions that have been carried out by the Ngebel Village Government through digital media. The method used in this research is descriptive research method with a qualitative approach. Data collection techniques were carried out by means of interviews and observations of digital media used by the Ngebel Village Government. The data obtained was then analyzed qualitatively by paying attention to all the data that had been collected and using the AISAS model of communication response stages to determine the application of the Ngebel Adventure Park digital promotion. From the results of the study, the Ngebel Village Government through the Village-Owned Enterprises (BUMDES) as the manager of the Ngebel Adventure Park tourist attraction is the most active using the Instagram and Facebook digital media platforms to promote the Ngebel Adventure Park tourist attraction, for digital media Youtube is not very active due to the creation of promotional content. too complicated and takes a long time with the limitations of managers who also have their respective activities and jobs outside of managing tourist objects, so promotions on Youtube digital media are no longer running.
Keywords: Digital Promotion, Tourism Promotion, AISAS