Storynomic tourism as destination DNA in an effort to increase demand for agricultural visit of Way Lalaan water fall destination

Abstract

Way Lalaan is one of the leading agrotourism destinations in Tanggamus Regency, Lampung. The construction of infrastructure at this location has been well managed, but the number of visits is still below the local government's target. Based on these conditions, promotion techniques are important to study as a form of branding and driving the interest of potential tourists to visit Way Lalaan. This study examines the marketing policies carried out and the possibility of the storynomics presentation model as a promotional strategy which is expected to be able to create the uniqueness and excellence of destinations. The results of this study indicate that the promotion pattern that has been carried out has not maximized the storynomic tourism strategy which will encourage tourists not only enjoy the beauty of nature, but are also expected to be able to know the story behind the destinations visited so that it has an impact on tourist behavior, including longer visits, regional exploration, maximum travel, gain new knowledge and experience, and provide testimonials or recommendations to others. This research also finds a number of aspects that have the potential to be used as material in the preparation of marketing strategy for storynomic tourism.