MARKETING STRATEGY IN INCREASING TOURIST VISITS IN BANTUL REGENCY IN THE COVID-19 PANDEMIC ERA

The development of world tourism from year to year shows a very rapid development. Due to changes in the socio-economic structure of countries in the world and the more people who have higher incomes. Indonesia is one of the countries that have the potential for abundant natural resources, biodiversity to historical/cultural heritage. The abundance of natural resources that exist can increase economic growth in an area. The popularity of Yogyakarta seems to never fade, radiating its charm in the fields of tourism, education, or culture. There are 24 natural tourist objects recorded, 35 artificial tourist objects, 24 craft tourism objects. Special interest tourism. Based on data from the Bantul Regency Tourism Office in 2019 regarding the development of the number of visitors according to the tourist attractions of Bantul Regency in 2013 - 2018, it is known that every year the number of visitors has increased. In 2020, tourist visits in Bantul Regency decreased due to the impact of the policy of limiting activities outside the home in anticipation of the spread of the 2019 coronavirus or COVID-19 (Secretary of the Tourism Office of Annihayah Bantul). As explained in Minister of Health Regulation (Permenkes) Number 9 of 2020, it is stated that PSBB
is a restriction on certain activities of residents in an area suspected of being infected with Corona Virus Disease 2019 (COVID-19). This study aims to find out how the
strategy for increasing tourist visits in Bantul Regency in the era of the COVID-19 Pandemic. This study uses a qualitative descriptive method, data collection techniques
from qualitative research methods used are interviews with the Bantul Regency Tourism Office and Travel Agents as informants related to Bantul Regency tourism. The results show that the marketing strategy and marketing mix have been
implemented well, but there are some problems in the price indicators, because there is no standard price set by the Bantul Regency Tourism Office related to tourism objects
that are not managed directly by the Bantul Regency Tourism Office. In addition, the product indicators have gone well, as evidenced by the socialization carried out by the
Tourism Office to business actors in the tourism sector in responding to the COVID19 pandemic.
Keywords: Marketing Strategy, Marketing Mix, Tourism, COVID-19 Pandemic