ABSTRAK

This research aims at identifying the promotion strategies especially digitally based
promotions in Regional Boards of Tourism in Toraja Regency. A qualitatively driven case
study method has guided the researchers in identifying the digitally based promotions. This
research was conducted in Toraja Regency from April to September 2017. The research
reveals that the Regional Boards of Tourism in Toraja Regency has implemented innovative
efforts in promoting Toraja Tourism Spot the promotion it self can be found in many digital
media such social media, website and sms blast. Consistency in managing digital media,
limited knowledge of promotion in human resources and also political issues are some
challenge and obstacles that need to be resolved soon. This research also reveals that the
promotions are focused limited to Lovely December event only, meanwhile Toraja has many
event which held along the year. This research recommends the improvements of knowledge,
awarness, and remembering not only limited to Regional Boards of Tourism in Toraja
Regency but also to the every residents of Toraja Regency and South Sulawesi too, so the
visitors wil gain an amazing experience in Toraja. An Understanding and collaboration
among others in order to improve the promotion strategies especially with Tourism Institution
such Tourism Polytechnic of Makassar.
Kata kunci: Promotions, Digital, Strategy, Improvement.

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