THE PROMOTION OF PACU JALUR FESTIVAL BY THE CULTURE AND TOURISM OFFICE OF KUANTAN SINGINGI EGENCY

Abstract

Pacu Jalur is a unique canoe rowing competition that has been held since the Dutch colonial era before Indonesia's independence. The uniqueness of this festival is that there is a dancer in each canoe, who dances and provides direction and balance during the competition. This festival originates from Kuantan Singingi Regency and is held regularly every year on August to commemorate the independence day of Indonesia. As an icon of Kuantan Singingi Regency, this study aims to determine the process of implementing the Pacu Jalur Festival promotion by the local government, as well as obstacles and how to overcome them. This study uses a qualitative descriptive method to analyze problems based on data collection techniques in the form of observation, in-depth interviews, and documentation. The results of the research show that the implementation of promotions at Pacu Jalur Festival at several points have been carried out well and structured, especially in the implementation of promotions through online marketing which has a big influence on tourist interest.
Keywords: Promotion, cultural tourism