ALDAMA, CAHYA RAHMI and Lionardo, Andries (2024) MANAJEMEN STRATEGI DINAS PARIWISATA KOTA PALEMBANG DALAM MENINGKATKAN PENDAPATAN ASLI DAERAH (PAD) PASCA PANDEMI COVID-19. Undergraduate thesis, Sriwijaya University.
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Abstract
This research was conducted to find out the strategic management carried out by the Palembang City Tourism Office in increasing the local revenue of Palembang City after the Covid-19 Pandemic. After the end of the Covid-19 pandemic in Palembang City which previously made the tourism sector quite badly affected so that the contribution to the Palembang City's local revenue decreased, the end of the pandemic became an opportunity for the Palembang City Tourism Office to help recover in the tourism sector so that it could contribute back to the Palembang City's local revenue. In this research, the research method used is descriptive qualitative with data collection techniques such as interviews, observation and documentation. This research uses Hunger and Wheelen's (2003) strategic management theory with four variables namely environmental observation, strategy formulation, strategy implementation, and evaluation and control. The results of this study indicate that strategic management in an effort to increase Palembang City's local revenue using these four variables is quite smooth, it's just that in the implementation of several programs as a form of strategy carried out, the role of the budget, human resources, and the operation of program activities is still not optimal to be utilized. Based on the results of the data analysis carried out, the suggestions that researchers can give are that the Palembang City Tourism Office is expected to be able to utilize social media massively again to promote tourism, must be more active in improving human resources, and is expected to collaborate with other agencies in supporting the funding of programs that want to be implemented in order to increase the original regional revenue of Palembang City.
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