STORYNOMIC TOURISM: A KEY TO REVITALIZING CULTURAL AND HISTORICAL MARKETING STRATEGIS

This study aims to promote cultural and historical heritage-based tourism marketing strategies, study case in Klungkung - Bali through a Storynomic Tourism approach. The method used is qulitative method, which combines qualitative and quantitative analysis with SWOT analysis and the analytic hierarchy process (AHP). The results of the analysis show that the effectiveness of the marketing strategy includes cooperation and collaboration between various interests, namely stakeholders and local communities, then infrastructure improvements are needed, utilizing information technology for the purpose of promotion and marketing and the development of tourist destinations, then there are educational programs that are able to increase public awareness and tourists. The novelty of this research is Storynomic Tourism as a potential marketing strategy for cultural tourism. The locations of this study case are Gelgel Village, Kamasan Village, and Semarapura Cultural City which are important centers in the history of Klungkung. This research is expected to make a significant contribution to the development of more effective and sustainable marketing strategies, as well as enhance the appeal of Klungkung Regency as a worthy tourist destination.