DESIGN OF A PROMOTIONAL VIDEO FOR ATV ADVENTURE TOURISM IN KALE KO'MARA VILLAGE, TAKALAR REGENCY

Abstract

This study aims to design and develop a promotional video based on the Segmenting, Targeting, and Positioning (STP) strategy for All-Terrain Vehicle (ATV) adventure tourism in Kale Ko’mara Village, Takalar Regency. The study employed a descriptive qualitative approach combined with audiovisual product development through the stages of needs identification, STP analysis, pre-production, production, post-production, and publication. Data were collected through field observations, semi-structured interviews with tourism managers, documentation, and audiovisual recordings. The data were analyzed qualitatively through data reduction, data display, and conclusion drawing. The findings indicate that the majority of visitors were aged 18–35 years and could be behaviorally categorized into experienced riders and beginners. Based on these findings, the targeting strategy focused on trail and automotive communities as well as young urban families in the Makassar–Gowa area, while the positioning strategy emphasized the river trail as the destination’s primary unique selling proposition. The development process resulted in a 119-second cinematic promotional video featuring teak forest trails, river crossings, and hilly terrain, using first-person-view, slow-motion, and low-angle cinematographic techniques. The video was subsequently published on the village’s official Instagram account as a digital marketing communication medium. The findings suggest that the STP approach can provide a strategic basis for translating target market characteristics into creative concepts and audiovisual decisions in tourism destination promotion. The developed video also has the potential to strengthen digital marketing communication and support tourism marketing activities managed by the Village-Owned Enterprise (BUMDes). However, its effectiveness in terms of audience reach, engagement, visitation decisions, and revenue has not yet been quantitatively assessed and therefore requires further evaluation.