ANALISIS PROMOSI PARIWISATA DI KEBUN RAYA MANGROVE WONOREJO BERBASIS ATTENTION, INTEREST, DECISION, DESIRE, ACTION (AIDDA)

Abstrak

This research seeks to evaluate the execution and efficacy of tourism promotion at the Mangrove Botanical Garden Wonorejo in Surabaya, employing a qualitative methodology grounded in the AIDDA model. Data were gathered through field observations and interviews conducted with visitors. The results indicate that promotional initiatives via social media, official websites, and on-site media are still insufficiently effective in drawing visitors. Although the promotional content is informative, it lacks compelling visual elements and fails to adequately reflect the true visitor experience. According to the AIDDA analysis, the stages of Attention and Interest have been attained, whereas Desire, Decision, and Action are not functioning optimally due to inconsistencies between promotional visuals and the actual conditions on-site. This study suggests enhancing visual-centric promotional strategies, boosting digital engagement, and upgrading facilities and visitor information at the location.

Kata kunci

• AIDDA
• Mangrove Botanical Garden Wonorejo
• Tourism promotion
• promosi pariwisata