Analisis manajemen event Kiskendha Mrahaswara dalam mengubah citra destinasi wisata Gua Kiskendo

Abstract

Abstrak

Penelitian ini bertujuan untuk menganalisis proses manajemen event Kiskendha Mrahaswara dan menganalisis proses manajemen komunikasi pada event Kiskendha Mrahaswara dalam upaya mengubah citra destinasi wisata Gua Kiskendo. Penelitian yang berlokasi di Dinas Pariwisata Kabupaten Kulon Progo ini menggunakan metode deskriptif dengan pendekatan kualitatif. Adapun 4 kategori informan yang dipilih yaitu penyusun rencana, pelaksana, pengelola lapangan, dan pengunjung event. Teknik pengumpulan data dengan menggunakan wawancara mendalam, studi dokumentasi serta observasi. Selain itu, keabsahan data diuji dengan metode triangulasi dan dianalisis menggunakan teknik analisis data berupa reduksi data, penyajian data dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa proses manajemen event Kiskendha Mrahaswara mencakup: (1) research yang meliputi identifikasi tujuan untuk mengubah citra Destinasi Gua Kiskendo, (2) design meliputi konsep berupa pertunjukan dan exhibition (3) planning berupa membagi khalayak menjadi khalayak primer dan sekunder, (4) coordination dengan pola top to down, dan (5) evaluation salah satunya terdapat hambatan dalam membangun venue. Selain itu terdapat pula tahapan manajemen komunikasi yaitu: (1) mendefinisikan masalah komunikasi berupa citra destinasi Gua Kiskendo yang kurang memenuhi selera publik, (2) perencanaan komunikasi meliputi decoding pesan melalui simbolisasi, (3) aksi komunikasi berupa komunikasi internal dan eksternal, serta (4) evaluasi komunikasi salah satunya berupa kurangnya kuantitas publikasi.

Kata Kunci : Manajemen Event, Komunikasi, Gua Kiskendo.

Abstract

This study aims to analyze the Kiskendha Mrahaswara event management process and determine the communication management process at the Kiskendha Mrahaswara event in an effort to change the image of the Kiskendo Cave tourist destination. This research, which is located at the Kulon Progo Regency Tourism Office, uses a descriptive method with a qualitative approach. The 4 categories of informants selected were planner, implementer, field manager, and event visitors. Data collection techniques using in-depth interviews, documentation studies and observation. In addition, the validity of the data was tested by triangulation method and analyzed using data analysis techniques in the form of data reduction, data presentation and conclusion drawing. The results showed that the process of event management of Kiskendha Mrahaswara includes: (1) the research which comprises the identification of goals in order to change the image of Kiskendo Cave Destination, (2) the design which includes showcase and exhibition, (3) the planning which divides the audience into secondary audience and primary audience (4) the coordination process with a top down scheme, and (5) the evaluation, which one of them is the obstacle in building the venue. There are also stages of communication management which are: (1) defining the communication problems which image does not meet the public tastes, (2) communication planning which comprised message decoding through symbolization (3) communication action in the forms of internal and external communication, and (4) the communication evaluations, which one of them is the lack of publication quantity.

Keywords: Event Management, Communication, Kiskendo Cave.