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Abstrak (Bhs. Indonesia)

Lokawisata Baturraden merupakan destinasi unggulan Kabupaten Banyumas yang memiliki potensi besar dalam mendukung Pendapatan Asli Daerah. Namun, kontribusinya yang belum maksimal mendorong perlunya kajian mengenai 
efektivitas strategi kehumasan yang dilakukan oleh Dinas Pemuda, Olahraga, Kebudayaan, dan Pariwisata. Penelitian ini bertujuan untuk mendeskripsikan serta menganalisis strategi kehumasan Dinporabudpar dalam mempromosikan Baturraden. Penelitian menggunakan pendekatan kualitatif dengan paradigma konstruktivisme melalui wawancara, observasi, dan dokumentasi yang dianalisis menggunakan model Miles dan Huberman. Hasil penelitian menunjukkan bahwa promosi dilakukan melalui media konvensional, media digital seperti Instagram, serta penyelenggaraan event budaya, namun masih menghadapi kendala anggaran, koordinasi, dan optimalisasi konten digital. Kesimpulannya, strategi kehumasan sudah berjalan tetapi belum sepenuhnya efektif, sehingga dibutuhkan komunikasi dua arah, penguatan kolaborasi, serta pemanfaatan media digital yang lebih kreatif untuk meningkatkan kunjungan wisatawan.

Abtrak (Bhs. Inggris)

Lokawisata Baturraden is one of the leading tourist destinations in Banyumas Regency with significant potential to contribute to regional revenue. However, its contribution has not yet reached an optimal level, creating a need to examine the effectiveness of the public relations strategies implemented by the Department of Youth, Sports, Culture, and Tourism (Dinporabudpar). This study aims to describe and analyze the public relations strategies used by Dinporabudpar in promoting Baturraden.

This research employs a qualitative approach with a constructivist paradigm, utilizing interviews, observations, and documentation. Data were analyzed using the Miles and Huberman model. The findings indicate that promotional efforts are carried out through conventional media, digital platforms such as Instagram, and cultural events. However, these efforts still face several challenges, including limited budgets, coordination barriers, and the suboptimal use of digital content.
The study concludes that although public relations strategies have been implemented, they are not yet fully effective. Therefore, two-way communication, enhanced collaboration, and more creative utilization of digital media are needed to increase tourist visits.

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