STRATEGI PEMASARAN SEKTOR PUBLIK PADA INDUSTRI KEPARIWISATAAN OLEH DINAS PARIWISATA KABUPATEN BINTAN DIMASA NEW NORMAL

Abstract

The Covid-19 pandemic is currently engulfing the world, including Indonesia, causing various impacts, one of which is in the tourism sector, including tourism in Bintan Regency, which has experienced a significant decrease in the number of tourist visits. Therefore, a marketing strategy is needed to increase the number of tourist visits during the current new normal. This study aims to determine the public sector marketing strategy in the tourism industry by the Bintan Regency
Tourism Office during the covid-19 pandemic. The research method used in this study is a qualitative method with data collection techniques in the form of interviews and documentation. Data analysis techniques in this study are preparing data instruments, data collection, data analysis and drawing conclusions. The results of this study are the public sector marketing strategy
in the tourism industry used by the Bintan Regency Tourism Office during the covid-19 pandemic, namely using a 4p marketing mix (product, price, promotion, place). The tourism products defined and developed by tourism actors are very diverse. Pricing is done by prioritizing a reasonable price
in accordance with the quality of the tourism products offered. Promotions carried out by tourism actors during the pandemic using digital media. The location is very strategic, easy to reach by
tourists who want to visit and its accessibility is easy to reach for any type of vehicle. A marketing strategy that can be enjoyed by tourists in this new normal era with affordable tourism products
and strategic locations and tourists can see the tourism products they want to visit through digital media.