The Effectiveness of the Semarapura Festival to Attract International Tourists to Klungkung Regency

Abstract

Purpose: This study aims to examine the effectiveness of the Semarapura Festival in attracting international tourists to visit Klungkung Regency, Bali Province, Indonesia.

Research methods: Utilizing a mixed-method approach, the research combines quantitative analysis through a structured questionnaire survey of international tourists with qualitative insights obtained via in-depth interviews with representatives from the Klungkung Tourism Office.

Findings: The findings reveal that the Semarapura Festival serves as a strategic cultural promotion tool, introducing Balinese culture, particularly that of Klungkung, to a global audience. Based on the AIDA model (Attention, Interest, Desire, Action) and the Theory of Planned Behavior, the results of the SEM-PLS analysis indicate that each component of the AIDA model significantly influences tourists' intention to visit, with Attention emerging as the most dominant factor.

Implication: This suggests that enhancing public awareness through creative and targeted festival promotions plays a crucial role in increasing international tourist interest in the region.