Digital Tourism Branding in Post-Pandemic Covid-19 based on the Agile Governance Concept in Pacitan Regency

¹ Department of Government Affairs and Administration, 55183, Yogyakarta, Indonesia
² Master of Government Affairs and Administration, 55183, Yogyakarta, Indonesia

Abstract

This research aims to analyze the Pacitan Regency Government's efforts to promote its tourism sector after the reopening of tourist destinations after the Covid-19 pandemic through the concept of Agile Governance. This research uses a descriptive qualitative method with a case study approach in Pacitan District. The processing of research data is based on Qualitative Data Analysist Software (Q-DAS). The results of this study indicate that the digital tourism branding initiated by the Government of Pacitan Regency has not been fully implemented optimally. This can be seen from several aspects of agility that have not been implied, such as the use of promotional media which is still based on the Instagram and Facebook social media platforms through tourism videos designed by tour managers. The use of other digital platforms is needed to expand tourism promotion as well as make it easier for tourists to access information related to tourist destinations through websites and platforms in the form of integrated applications. The background to the limitations of digital promotion carried out by the Pacitan Regency Government is several factors, namely the limited capabilities of employees who are capable of managing websites and tourism applications to the fullest. The unavailability of budget allocations that will be focused on developing digital tourism promotion through platforms in the form of websites and applications, as well as limited penetration of internet network infrastructure which hinders data integration with one another. Another obstacle in achieving the concept of agility in the Pacitan Regency tourism sector is that digital-based payments have not been connected.