Tourists Visiting Decision to Papuma Beach Jember: An Analysis of the Promotional Mix

Abstract

Tourism is one of the sectors affected by the COVID-19 pandemic. Papuma Beach is a tourist attraction in Jember which experienced a decrease in the number of tourists visits during 2020-2021 due to the government's policy to close all tourist destinations temporarily to prevent the spread of the Covid-19 virus. The purpose of this study was to analyze the effect of the promotional mix on the tourists visiting decision to Papuma Beach Jember. This research is a quantitative research using a causal associative approach. The population is all tourists who visit Papuma Beach Jember with a total sample of 100 respondents. This study uses a non-probability sampling technique, namely accidental sampling. The data was collected using a questionnaire and was analyzed by multiple linear regression analysis, F test, and t test. The results showed that advertising, sales promotion, personal selling, public relations, and direct and digital marketing had a significant effect on the tourists visiting decision simultaneously. While partially, only sales promotion and public relations are able to give a significant effect on the tourists visiting decision. These results provide a practical contribution for the manager of the Papuma Beach Jember to increase sales promotion through the provision of discounts and promos, as well as improve public relations.