STRATEGI DINAS PARIWISATA KABUPATEN BULELENG DALAM MEMPROMOSIKAN KAWASAN PARIWISATA LOVINA PADA MASA PANDEMI COVID-19

Tourism industries have been forced to stop operating since Covid-19 pandemic. It also happened to the tourism industry in Lovina Tourism Area. The Tourism Office of Buleleng Regency which plays an important role in promoting the Lovina Tourism Area has specific strategies to increase the number of tourist visits during the pandemic. In general, this study aims to analyze and describe the strategy of Tourism Office of Buleleng Regency in promoting the Lovina Tourism Area during the Covid-19 pandemic. The theory underlying this research is the promotional strategies theory by Soekadijo. The study used descriptive qualitative methods and involved 10 informants. Data collection techniques included interviews, observations and documentation, while the methods used in data analysis were interactive models (Miles and Hubermen 1984) and SWOT analysis. The results of the study show direct promotion strategies (social media) and indirect promosi (Explore Buleleng and CHSE Workshop). SO strategy is promotion and government support (CHSE Workshop and Explore Buleleng), while WO Strategy advances the quality and quantity of promotions such as Explore Buleleng and includes the community in promoting the Lovina Tourism Area. ST strategy to increase the implementation of tourism promotion in Lovina Tourism Area by increasing facilities and varying prices, the assistance of grants from the government and increasing human resources while WT strategy conducts effective promotional activities and manages human resources in the Lovina Tourism Area. Keywords: Promotion Strategy, Lovina Tourism Area, Tourism Office of Buleleng Regenc