Strategi Pengembangan Wisata Susur Sungai Kota Banjarmasin dan Peranan Media Massa Lokal dalam Mempublikasikan
Abstract
“River cruises” based tourism is one of work programs developed by the City of Banjarmasin's. In order for the existence of tourist destinations to be known by the society, one of the required roles of mass media is to publish all related information and activities surrounding it. Therefore, the aim of this study was to determine the strategy of developing a river cruise in the city of Banjarmasin by Culture and Tourism Agency of City Banjarmasin and the role of local mass media for its publication. Through the qualitative descriptive approach, the results of the study show that various strategies were carried out by some agencies on the development of river cruise, in addition to cooperating with the private sector / CSR especially for the funding, socialization for a clean lifestyle, preserve the environment and tourists' hospitality. Local mass media (Banjarmasin Post) and Duta TV, both quantitatively and qualitatively play an active role in publicizing the river cruise. it was published in various forms, especially news, photo news, as well as public service advertisements that Duta TV shows every day. However, the reviews were lacking in depth and the shows are only cursory. In order for the community to get better information about the river cruise, mass media ought to provide deeper and more comprehensive analysis of the potential of the tourist destinations and their social phenomenon.
Abstrak
Wisata berbasis susur sungai merupakan salah satu program kerja yang dikembangkan oleh pemerintah Kota Banjarmasin. Agar keberadaan destinasi wisata dikenal dan diketahui oleh masyarakat luas salah satunya diperlukan peran media massa untuk melakukan publikasi. Karena itu, tujuan penelitian adalah untuk mengetahui strategi pengembangan wisata susur sungai di Kota Banjarmasin oleh Dinas Kebudayaan dan Pariwisata Kota Banjarmasin serta peranan media massa lokal dalam mempublikasikan. Melalui pendekatan deskriptif kualitatif hasil penelitian menujukkan, berbagai strategi dilakukan Dinas terhadap pengembangan wisata susur sungai, yaitu melakukan kerjasama dengan beberapa dinas yang berkompeten, di samping menggandeng pihak swasta dalam penyertaan modal, melakukan pembinaan terhadap pola pikir/mindset mereka berupa pola hidup bersih, memelihara keindahan lingkungan, dan welcome terhadap wisatawan. Media massa lokal SKH Banjarmasin Post) maupun Duta TV baik secara kuantitatif maupun kualitatif berperan cukup aktif mempublikasikan wisata susur sungai. Publikasi dimuat dalam berbagai bentuk, yakni pemberitaan (news), berita foto, serta iklan layanan masyarakat yang oleh Duta TV ditayangankan setiap hari. Hanya saja ulasan analisis berita kurang mendalam dan tayangan pun hanya sepintas. Agar masyarakat mendapat masukan, dan informasi lengkap dan optimal tentang wisata susur sungai, hendaknya media massa memberikan ulasan analisis yang lebih mendalam dan lengkap terhadap potensi destinasi wisata serta fenomena sosialnya.
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