Promotion strategy of Dieng Culture Festival (DCF) as sustainable tourism based on local community

Abstract

The Dieng Culture Festival (DCF) is an innovation of sustainable tourism development, which refers to the character development of local community-based tourism products. The DCF combines the concept of cultural and natural tourism. It shows visitors that Dieng has a variety of natural and cultural tourism objects with a sustainable tourism concept. This study aims to analyze the promotional strategies carried out by the DCF as sustainable tourism based on local communities. This research employed a descriptive qualitative approach by conducting in-depth interviews on 2020 with 10 interviewees included tourism awareness group (Pokdarwis) Dieng Pandawa administrators and the local community involved in the DCF. The results revealed that (1) the promotion strategy was implemented using online media (Facebook and Instagram), (2) publicity through television channels has collaborated with the DCF organizer and (CNN) Pesona Indonesia to publish activities during the DCF to the broader community, (3) the DCF organizer also created an official website containing a series of events, ticket sales, and information on Dieng Plateau tourism objects.