Increasing Tourism Image through the Tourism Marketing Development Program Implementation in Bandung City

ABSTRACT: This study describes the implementation of a marketing development program by the Culture and Tourism Office of Bandung City to increase the tourism destination image, which impacts the increasing number of tourist visits and local revenue. However, this program is different from what was expected. The research employs a qualitative approach and data collection methods using observation, interviews, documents, and literature studies. The research uses data analysis techniques with three stages: data condensation, data presentation, and conclusion and verification. The results of this study indicate that the implementation of the tourism marketing development program by the Culture and Tourism Office of Bandung has not been run optimally in terms of the program's implementation elements and environmental factors. From the standpoint of the program overview, the budget and infrastructure facilities are still inadequate. From the implementation aspect, the process of implementation lacks employees, and cooperation with tourism partners has not gone well. Moreover, on the environmental part, many social issues still occur in the surrounding community that affects the implementation of the program