Amalia Nur Rochmah C 9309009

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THE PROMOTION STRATEGIES OF DISBUDPAR

KARANGANYAR IN DEVELOPING KARANGANYAR

TOURISM

FINAL PROJECT

Submitted as a Partial Fulfillment of Requirement in Obtaining Degree from

The English Diploma Program, Faculty of Letters and Fine Arts,

Sebelas Maret University

By:

Amalia Nur Rochmah C 9309009

ENGLISH DIPLOMA PROGRAM

FACULTY OF LETTERS AND FINE ARTS

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MOTTO

 Measure success not by what you have done, but what you could do.

(Unknown)

 Experience is not what happens to you, it is what you do with what

happens to you. (Unknown)

 Instead of giving myself reasons why I can’t, I give myself reasons why I

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DEDICATION

I dedicate this Final Project Report to:

My Savior, My Almighty God,

ALLAH SWT

My beloved parents

My beloved Husband and Son

My big family

My Lecturers

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PREFACE

Assalamualaikum Wr. Wb.

Alhamdulillahirrobil’alamin, first of all thanks to Allah SWT for the blessing so that the writer can finish this final project report. The writer writes this Final Project Report to fulfill the requirement in obtaining the English Diploma III Degree. The writer did the job training in Karanganyar Tourism Office in the marketing division because she wants to learn about the marketing strategies that have been done by the office.

This Final Project Report describes the promotion strategies of DISBUDPAR Karanganyar in developing Karanganyar tourism. Besides, this final project also informs the readers about whatproblems faced by DISBUDPAR in running its programs and also gives somesuggestions to minimize them.

The writer realized that this Final Project Report is far from being perfect. Therefore, the writer would appreciate and be willing to accept positive advices and criticisms.

The writer hopes that this final project report will be useful for all readers.

Thank you.

Wassalamualaikum Wr. Wb

Surakarta, June 2012

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ACKNOWLEDGMENT

Alhamdulillahirobbil’alamin. Finally, I have finished this final project

report. First of all, I would like to express my highest gratitude to Allah SWT who

makes everything possible. During the process of finishing this final project

report, I get many supports and suggestions from many sides. Therefore, I would

like to give my deepest thanks to:

1. Drs. Riyadi Santosa, M.ed, Ph.D, Dean of the Faculty of Letters and Fine Arts for

approving the report.

2. Mr. Yusuf Kurniawan, SS, MA, Head of English Diploma Program as my

Academic Supervisor and my Supervisor. Thank you so much for the patience,

guidance, and help during the process of making this Final Project report.

3. All my lecturers in the Faculty of Letters and Fine Arts. Thank you for the

guidance and knowledge that have been given to me.

4. My beloved Mom and Dad. Thanks for the support, advice, prayer and for all

have been given to me, I love you so much.

5. My big family, especially, my beloved husband, Decky Prihatama, SE and my

handsome boy, Shaquille Athallah Raesha. Thank you so much for your love and

everything that you have given to me, you are my everything.

6. All of the officials of Karanganyar Tourism Office, thank you so much for all

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7. All of my friends in class, especially for Elvira, Nindi, Clevia, Agus,

Apbiyanaries , Aziz, Cahyo, that too many to mention, thank you so much for the

support and all experience that you gave me.

Surakarta, June 2012

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ABSTRACT

Amalia Nur Rochmah. 2012. The Promotion Strategies of DISBUDPAR Karanganyar in Developing Karanganyar Tourism. English Diploma Program, Faculty of Letters and Fine Arts, Sebelas Maret University.

This report is written based on the job training which has been done at DISBUDPAR Karanganyar. The objectives of this report are to describe the promotion strategies of DISBUDPAR Karanganyar, to find out the problems faced by DISBUDPAR Karanganyar and the solutions to the problems faced by DISBUDPAR Karanganyar in developing tourism in Karanganyar. The data of this report are taken from observation and library study by collecting information from books, document, interview and other reliable literatures. Based on the observation conducted, conclusion can be drawn that DISBUDPAR did various promotion activities which were done continuously. Promotion was done in order to create awareness among public about tourist attraction and also improve the tourist visit Karanganyar. There were several promotion activities done by DISBUDPAR, promoting tourism attraction, holding local events and participating in national events, carrying out annual Putra Putri Lawu event Karanganyar, and making coordination with other entertainment places.

In relation to developing Karanganyar tourism, there are two kinds of problem that were faced by DISBUDPAR Karanganyar, internal problems and external problem. The internal problems consist of financial problems, limited equipment, and limited information for foreign tourists. The external problem is the small number of visit of foreign tourists.

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perpustakaan.uns.ac.id digilib.uns.ac.id Indonesia is well-known in the world, especially in South East Asia as one of the international tourist destinations in the world. Many international or regional tourists are interested in visiting Indonesia every year because Indonesia has the beauty of the natures, many historical places, the richness of cultures and arts.

Indonesian tourism attractions are unique and different from others. Many kinds of beauty of natures, cultures, and ethnic groups in Indonesia can attract tourists, and it is proven by the number of tourists who come to Indonesia everyday. Indonesian government relies on the income of tourism industry in Indonesia, because the development of the industry has a big chance in the future considering many attractive tourist destinations in the country.

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efforts to develop tourism, it is not necessary to import some machines, or high technologies to support it, tourism industry needs only promotion to introduce its attractions to people.

The promotion activities of Karanganyar tourism are handled by DISBUDPAR (Dinas Kebudayaan dan Pariwisata)-bureau of culture and tourism. DISBUDPAR has main duties of promoting and developing Karanganyar tourism industry. DISBUDPAR has several strategies to promote Karanganyar as tourism center.

Therefore, the title of this final project is THE PROMOTION

STRATEGIES OF DISBUDPAR KARANGANYAR IN DEVELOPING

KARANGANYAR TOURISM.

B. Objectives

Based on the problem statement, the objectives are :

1. To describe the promotion strategies of DISBUDPAR Karanganyar in

promoting Karanganyar tourism.

2. To find out the problems faced by DISBUDPAR Karanganyar in

promoting Karanganyar tourism.

3. To find out the solutions to the prolems faced by DISBUDPAR

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C. Benefits

Hopefully this report is expected to be benefical to :

1. The Institution

To give better understanding about problem and solution strategies of

DISBUDPAR and find the strengths and weaknesses of DISBUDPAR,

so they can improve their work.

2. Writer

To know more about DISBUDPAR of Karanganyar.

3. Readers

It is expected for the readers to get information about the strategies and

the problems and solution of DISBUDPAR in promoting Karanganyar

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perpustakaan.uns.ac.id digilib.uns.ac.id them toward buying your products and/or services. Promotion is the broader, includes all the ways available to make a product and/or service known to and purchased by customers and clients. The word promotion is also used favorable publicity such as advertisement, ballyhoo, buildup, publicity, and puffery.

Promotion is one of the marketing strategy activities that have a close relationship with communication. It is the type of persuasive communication between marketer and one or more of its stakeholder groups.

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perpustakaan.uns.ac.id digilib.uns.ac.id designed to inform and convince individuals to purchase a product, subscribe to a belief, or support a cause. All of the various tools available to marketing managers for achieving company objectives is known as the promotional

mix—advertising, personal selling, public relations, sales promotion and

direct marketing. (Berkowitz, 2000:494)

Based on the quotation above, it can be concluded that the functions of promotion is to let people know about the products and to persuade people to buy the products. So, promotion is a pushing factor for influencing people to consume the products.

There are various tools available to marketing managers for achieving company objectives which is known as the promotional mix:

a. Advertising

There are many definitions of advertising. According to Zikmund, William G, (1999:392) in their book, Effective Marketing : Creating and keeping customers, says that “An informative or persuasive message carried by a non personal medium & paid for by an identified sponsor whose organization or product is identified in some way.”

Meanwhile according to Thorson, Esther and David W.S (2007:262) in his book, Internet Advertising, says that “Paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience.”

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action. Advertising messages are usually paid for by sponsors and viewed via various traditional media,including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail or new media such as blogs and websites and text messages.

b. Direct Marketing

Another promotional alternative, direct marketing, uses direct communication with consumers to generate a response in the form of an order, a request for further information, or visit to a retail outlet. The communication can take many forms including face-to-face selling, direct mail, catalogs, telephone solicitations, direct response advertising (on television, radio, and in print), and online marketing (Berkowitz, 2000: 497)

Based on the quotation above, it can be concluded that direct marketing is the practice of delivering promotional messages directly to potential customers on an individual basis as opposed to through a mass medium.

c. Public Relations

Public relations is about reputation, the result of what you do what you say and what the others say about you. Public relations practice is the discipline which looks after reputation, with the aim of understanding, supporting and influencing opinion and behavior. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between organization and its publics. ( PR, 1999:1 in Harrison, 2002:2)

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d. Sales promotion

Sales promotion is one of the five aspects of the promotional mix. According to Berkowitz (2000:496) in his book, Marketing, states that “Sales promotion is a short-term inducement of value offered to arouse interest in buying a good service. Used in conjunction with advertising and personal selling, sales promotion are offered to intermediaries as well as to ultimate consumers.”

So, based on the quotation, the writer conclude that the meaning of sales promotion is activities, materials, devices, and techniques used to supplement the advertising and marketing efforts and help coordinate the advertising with the personal selling effort

e. Personal Selling

Personal selling is defined as the two way flow of communication

between a buyer and seller, designed to influence a person’s or group’s

purchase decision. Unlike advertising, personal selling is usually face-to-face communication between the sender and receiver (Berkowitz, 2000: 495).

So, based on the quotation, it can be concluded that the fuction of personal selling is the process of communicating with a potential buyer (or buyers) face-to-face with the purpose of selling a product or service.

B. Tourism

1. Definition of Tourism

There are many definitions of tourism. According to Richard Sharpley (2008:30) in his book, Tourism, Tourist and Society, says that :

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Meanwhile according to Yoeti (1983:45) in her book, Pengantar Ilmu Pariwisata states that “Tourism is one of the new industries that can produce rapid economic growth in the provision of employment opportunities, increase income, and stimulate the productivity of other sectors.”

Based on the quotation above, it can be concluded that the meaning of tourism is the temporary movement of people to destination outside their normal place and residence for getting fun and pleasure.

2. The Classification of Tourism

Sue Warn (1999:7) in his book the Recreation and Tourism, tourist can be divided into four.

a. Distance : There is a fundamental different between short-haul and long-haul tourism, and this has an impact on length of stay. A clear statistical distinction can be made between international and domestic tourism.

b. Location of the host region : For example, rural and urban tourism, or tourism at the coast and in inland mountain areas, leads to markedly different development of activities and facilities.

c. Type of activity : For example, ski-tourism and health spa tourism are again distinct sectors, and many specialist activities, such as bird-watching, scuba-diving and aviation all spawn more specialist niche tourism, sometimes in unusual locations.

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Meanwhile, there is another classification of tourism delivered by The World Tourism Organization, they are:

a. Disaster tourism : The act of tourism to a disaster area as a matter of curiosity. The behavior can be a nuisance if it hinders rescue, relief, and recovery operations.

b. Ecotourism : a form of tourism, that appeals to ecologically and socially conscious individuals. Generally speaking, ecotourism focuses on volunteering, personal growth and learning new ways to live on the planet.

c. Heritage tourism : a branch of tourism oriented towards the cultural heritage of the location where tourism is occurring. Culture has always been a major object of travel.

d. Cultural tourism : tourism that generally focuses on traditional communities who have diverse customs and unique form of art.

e. Agritourism : a style of vacation which is normally on farm, this may include the chance to help with farming task during the visit, tourist can pick fruits and vegetables, ride horses, taste honey, hand-crafted gifts, and much more.

f. Adventure tourism: a type of tourism involving exploration or travel to remote areas, it may include the performance of acts that require significant effort and may also involve some degree of risk.

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CHAPTER III

DISCUSSION

A. General Description of DISBUDPAR Karanganyar

1. History

Karanganyar Tourism Office is the main element that supports the development of tourism sector in Karanganyar regency. Karanganyar Tourism Office was established in 1987 based on the Peraturan Daerah no. 2 1987. The “Peraturan Daerah” (Regulation made by the Government of Karanganyar Regency) is based on the Decree of the Regent of Karanganyar no. 556/ 82/ 1986 about the regional tourism administration in Karanganyar Regency.

Based on the Peraturan Daerah no.9 2001, Karanganyar Tourism Office has the main duty to do the local autonomy in Karanganyar related to tourism sector in Karanganyar Regency. Based on that decree, Karanganyar Tourism Office has several functions, they are:

1. Arranging technical policies of the local government in the tourism sector.

2. Giving licenses to private tourism companies.

3. Giving guidances to private tourism companies related to tourism sector in Karanganyar Regency.

4. Coordinating the tourism sector consisting of tourist resorts, tourism accomodation, tourism marketing, and administration.

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operation of tourism, recreation, and public entertainment and the last, controlling and developing tourism assets of the Karanganyar Regency.

The main duties of Karanganyar Tourism Office are:

a. to handle the tourism matter as its important responsibility.

b. to handle the other duties given by the local government of Karanganyar.

2. Vision and Mission

The vision and mission of DISBUDPAR Karanganyar are as follows:

a. Vision

The vision of Karanganyar Tourism Office is to make Karanganyar Regency as the main tourist resort.

b. Missions

To improve tourist resort and the potentials of environmentally professional tourism.

To make the tourism industry as a field to create job opportunities, to improve the prosperity of the society and to increase the income of the region.

To improve the management of tourism promotion.

3. Location

DISBUDPAR Karanganyar is located on Jl. Lawu Karanganyar (Komplek Perkantoran, Kelurahan Cangakan).

B. The activity of the writer in DISBUDPAR Karanganyar

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The activities done by the writer in this division are: Reading the books related to tourism matter.

Learning the marketing strategies of Karanganyar Tourism Office. Making and designing the leaflets of tourist resorts in Karanganyar Regency.

2. Section of Tourist Resort

The activities done by the writer in this division are:

Typing letters such as invitation letter, report, and correspondence. Making and designing the events that will be held by Karanganyar Tourism Office.

Visiting the tourist resort in Karanganyar to make the report about the condition of the resort.

3. Administration Section

The activities done by the writer in this division are:

Receiving and delivering the mails, proposals, invitation, and correspondence both to and from Karanganyar Tourism Office. Delivering the report of all matters related to Karanganyar Tourism Office to the local government of Karanganyar.

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4. Equipment Section

The activities done by the writer in this division are: Typing the license letter for Privat Tourism Firm. Taking part in making the profile of Sukuh Temple

Taking part in making the new slogan of Karanganyar Tourism.

C. The Strategy of Promotion of DISBUDPAR in Developing

Karanganyar Tourism

Promotion is the communication part of marketing. Promotion provides the customers with information and knowledge in an informative and persuasive manner. This is expected that promotion activities can increase the number of visitors (tourists). There are strategy of promotion of DISBUDPAR in developing Karanganyar tourism :

1. Promoting Tourism Attraction

Promotion is very important to introduce tourist attractions in Karanganyar. DISBUDPAR used a several promotional instruments, i.e. :

a. Printed Media

DISBUDPAR tries to attract the foreign and domestic tourists by using printed media like brochures, catalogues and leaflets that have pictures and description about the specified tourist objects and also makes performance agenda. This is like brochures that contain the calendar of events in a year.

b. Electronic Media

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materials on the web, one saves on printing costs, while one is able to update the information at any point in time without substantial costs.

2. Holding Local Events and Participating in National Events

To attract tourists to visit, DISBUDPAR tries to provide many local cultures. Local events perform traditional cultures of Karanganyar. It shows the identity of the Karanganyar culture. The local events are held on different periods; daily, weekly, monthly, annually or only in particular time related to certain event. The Grebeg Gilingan ceremony is one of the examples of traditional ceremony of the local events. The Grebeg Gilingan is held to celebrate the harvest of sugarcane. People usually called Grebeg Gilingan with Cembengan. It is a kind of folks feast which is held by the sugar company.

Promoting activities of the Karanganyar tourism is not only done by holding local events, but also by participating in national event. The Odalan ceremony is one of the examples for religious national events. It is traditional ceremony which is held by Hindu. It was held every 210 days in Pamecekan Temple and it was attend not only Hindu in Karanganyar but also Hindu from Bali. The Odalan ceremony is held to celebrate the birthday of ancestor.

3. Carrying out annual “ Putra- Putri Lawu“

Every year DISBUDPAR holds “Putra- Putri Lawu Events. It is aimed

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4. Making coordination with other Entertaiment Places

One of the four factors of potential tourism destination is the amenities. Amenities are facilities that people can have. For that reason DISBUDPAR makes coordination with hotels, motels, home stays, restaurant, pubs and other entertainment places and also travel agent. This step has objectives to make accommodation available for tourists and visitors, so they will stay longer in Karanganyar, because they feel comfortable and satisfied.

D. Problems of DISBUDPAR in Promoting and Developing

In promoting activities, DISBUDPAR faces some difficulties. The problems are divided into two, there are internal problems and external problems. The Internal problems are related to budget, limited equipment and limited information for the foreign tourists. On the other hand, external problem is the small number of foreign tourist’s visits.

1. Internal problem

a. Problems related to budget

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b. Limited equipment

The situation needs sophisticated equipment, for example computer. In fact, nowadays the equipment has not fulfilled the expectation. Some of the electronic tools are damage and some of the tools have not good quality.

c. Limited information to foreign tourists

The visitors did not only come from the domestic region, but also from foreign countries. It is sure that the staff in the tourist attraction and in DISBUDPAR have to be fluent in foreign language especially English. In fact, there are several employees who are not fluent in foreign language. As we know information staff is the main communicator for the visitors in each of the tourist attraction. Hospitality and good communication is needed in giving good service. On the other hand, there are still some weaknesses in the operation staff to have communication with the foreign tourists. The effect is that the purpose of tourism is not successfully given to the visitors. Tourists will feel unsatisfied with the service given by DISBUDPAR Karanganyar.

2. External problem

a. Small number of visit of foreign tourist

Although Karanganyar surrounded by several cities, it can not be denied that only a few number of foreign tourists who know about the existence of the city. In addition, there are only a few Karanganyar tourism attractions, which are known by the other countries. This is a big problem to DISBUDPAR Karanganyar because it can influence the regional income.

E. Solutions of DISBUDPAR in Promoting and Developing

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1. The solution of budget

Cooperating with other institution DISBUDPAR Karanganyar should enhance its cooperation with other institution i.e the same typical institution. From the new cooperation it is expected to DISBUDPAR Karanganyar to get sufficient fund from the cooperation.

2. The solution of limited equipment a. Repairing the old equipment

The tools are not always in a new shape but the most important thing is they can still be used. The tools which have minor errors can be repaired. Automatically, after it has been repaired, the marketing process can go on smoothly.

b. Providing more equipment

The other way to solve the problem is adding the new one. It will be better if the tools are more sophisticated and they are in numerous quantities. It can use the institution fund and should be directly managed by tourism instrument section.

3. The solution of limited information to foreign tourists

The way to solve the problem is making the staff’s English skill better. DISBUDPAR should care and be responsible for the quality of their staff, especially their skill. The company can make several efforts:

a. To recruitment of new staff

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b. To re-education and train staff

It can be done by bringing up English teacher to teach the staff in spare time i.e. Friday or Saturday. The other action is by making an English conversation day to maintain their skill in communication.

4. The solution of limited knowledge of foreign visitors about Karanganyar existence

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After completing this final project, the writer can give the conclusion as follows:

There are four strategies of DISBUDPAR Karanganyar for improving tourist attractions, i.e:

1. Promoting Tourism Attraction

Printed Media ( brochures, catalogues and leaflets ) Electronic Media (www.karanganyar.go.id )

2. Holding Local Events and Participating in National Events

3. Carrying out the annual event “ putra- putri Lawu“

4. Making coordination with other Entertaiment Places

Meanwhile, there are two kinds of problem that are faced by DISBUDPAR Karanganyar, namely internal problems and external problem. The internal problems consist of financial problems, limited equipment, and limited information for foreign tourists. The external problem is the small number of visit of foreign tourists.

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B. Suggestion

The writer wants to give some suggestions as follows:

1. To DISBUDPAR Karanganyar

a. DISBUDPAR Karanganyar should add promotion media especially

brochure about Karanganyar tourism attractions.

b. DISBUDPAR Karanganyar should improve its cooperation with other institutions.

c. In order to improve the service, DISBUDPAR Karanganyar should add the cultural activities, especially during holiday seasons or in special occasions.

d. It is necessary that the staff of DISBUDPAR Karanganyar should be able to speak English.

2. To English Diploma Program

a. It is necessary for the institution to have relation with other companies or tourism institutions in order to help the students do the job training.

b. The institution should give the students much longer time to find and to do job training.

c. For the students of English Diploma Program who want to have job training, it is necessary to prepare themselves, before they go to the job training.

Amalia Nur Rochmah C 9309009

THE PROMOTION STRATEGIES OF DISBUDPAR

KARANGANYAR IN DEVELOPING KARANGANYAR

TOURISM

ENGLISH DIPLOMA PROGRAM

FACULTY OF LETTERS AND FINE ARTS

MOTTO

DEDICATION

PREFACE

ACKNOWLEDGMENT

ABSTRACT

TABLE OF CONTENTS

CHAPTER III

DISCUSSION