Bulukumba Regency Case Study

3.2.4. Promotion

Promotion is one of part that the most important in marketing mix. Promotion is an attempt to introduce a product to a wider audience. In the tourism industry, a tourism destination known by many people when that the tourism destination can be promoted well. As one of government agencies that engaged in culture and tourism, culture and tourism department of Bulukumba regency has done efforts in promoting Amma toa custom area as cultural tourism destination.
Culture and tourism department of Bulukumba regency used some media to promoted various tourism potential that found in Bulukumba regency especially Amma toa custom area as cultural tourism destination, some of the media are print media, electronic media, and online media. Another used some media, culture and tourism department of Bulukumba regency also promotes Amma toa custom area through participation of some event and create its own event.
3.2.4.1. Print media
Culture and tourism department of Bulukumba regency doing promotional efforts of Amma toa custom area by print media. This is done by publishing a book entitled “History of Ada’lima karaeng tallua’s existence in Kajang” that wrote by Ramli pallammai and Andhika mappasomba.
In addition, the event that regularly held by culture and tourism department of Bulukumba regency is festival phinisi. Event of festival phinisi was first held in 2010. The activity of this festival in the form of the competition to make Phinisi ship miniature, demo to weave bira’s holster and the black fabric of Amma toa indigenous community, custom ritual of Andinginging, the fishing party such as sailboat competition (jolloro’), custom ritual of maccera binanga, degree of art and culture, and band festival of traditional