Analisis Kegiatan Promosi melalui Event Surfing Competition di Pantai Pandan Kabupaten Pandeglang

Abstract. This study aims to describe the promotional activities of tourist destinations through the Surfing Competition event at Pandan Beach, Pandeglang Regency, based on the responses of local tourists. This study uses a descriptive quantitative approach with a positivistic paradigm. Data were collected through a Likert-scale questionnaire from 100 local tourist respondents selected using a purposive sampling technique. Data analysis was carried out using descriptive statistics assisted by the SPSS program. Promotional activities were analyzed using the AIDA model (Attention, Interest, Desire, Action) as a framework to describe the stages of tourist responses to event promotions. The results showed that all AIDA dimensions were in the high category, namely Attention (3.71), Interest (3.76), Desire (3.71), and Action (3.94), with an overall average value of 3.76. The Action dimension obtained the highest value, indicating a tendency for local tourists to take concrete actions, such as planning a visit and recommending the event to others. The findings of this study indicate that promotional activities through the Surfing Competition event were able to build local tourist responses gradually, starting from attention, interest, desire, to action, according to the stages in the AIDA model. This study recommends strengthening digital promotion strategies and collaboration with local communities and media to increase the sustainability of tourism promotion activities at Pandan Beach. Abstrak. Penelitian ini bertujuan untuk menggambarkan kegiatan promosi destinasi wisata melalui event Surfing Competition di Pantai Pandan, Kabupaten Pandeglang, berdasarkan respons wisatawan lokal. Penelitian ini menggunakan pendekatan kuantitatif deskriptif dengan paradigma positivistik. Data dikumpulkan melalui kuesioner skala Likert terhadap 100 responden wisatawan lokal yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan statistik deskriptif berbantuan program SPSS. Kegiatan promosi dianalisis menggunakan model AIDA (Attention, Interest, Desire, Action) sebagai kerangka untuk menggambarkan tahapan respons wisatawan terhadap promosi event. Hasil penelitian menunjukkan bahwa seluruh dimensi AIDA berada pada kategori tinggi, yaitu Attention (3,71), Interest (3,76), Desire (3,71), dan Action (3,94), dengan nilai rata-rata keseluruhan sebesar 3,76. Dimensi Action memperoleh nilai tertinggi, yang menunjukkan adanya kecenderungan wisatawan lokal untuk melakukan tindakan nyata, seperti merencanakan kunjungan dan merekomendasikan event kepada pihak lain. Temuan penelitian ini menunjukkan bahwa kegiatan promosi melalui event Surfing Competition mampu membangun respons wisatawan lokal secara bertahap, mulai dari perhatian, minat, keinginan, hingga tindakan, sesuai dengan tahapan dalam model AIDA. Penelitian ini merekomendasikan penguatan strategi promosi digital serta kolaborasi dengan komunitas dan media lokal guna meningkatkan keberlanjutan kegiatan promosi pariwisata di Pantai Pandan.