STRATEGI PEMASARAN DIGITAL KULINER LOKAL DALAM MENARIK MINAT WISATAWAN: STUDI KASUS TIRAM BAKAR BARRU

Abstract

Culinary tourism is a main attraction in regional tourism development, and the local culinary dish Tiram Bakar (Grilled Oysters) in Barru Regency shows significant potential for attracting tourists, making it a vital focus for enhancing the local economy. This research aims to deeply analyze the promotional strategies implemented by Tiram Bakar entrepreneurs to increase tourist visit volume in the area. Employing a descriptive qualitative approach, data was collected through in-depth interviews with business owners and participatory observation on location. The findings reveal that the primary promotional strategy is a combination of the promotion mix, specifically the strong influence of word-of-mouth supported by intensive digital promotion through platforms such as Instagram, TikTok, WhatsApp, and Facebook, which is proven effective in disseminating information and building brand image. Nevertheless, a major challenge identified is the availability of oyster raw material, which heavily depends on the fluctuations of weather conditions and fishermen’s catch, thus affecting supply sustainability. Practically, this article provides recommendations for entrepreneurs to establish a better stock management system and optimize digital content, while academically, this study contributes to enriching the literature on local culinary marketing strategies, particularly in coastal regional tourism destinations.