DESIGN OF A CINEMATIC MARKETING VIDEO AS A PROMOTIONAL MEDIUM FOR RURAL TOURISM DESTINATIONS

Abstract

Purpose: This study develops a cinematic marketing video for Tirta Arum Swimming Pool, a BUMDes-managed rural tourism attraction in Sumurjomblangbogo Village, Bojong District, Pekalongan Regency.

Research Methodology: The study used product and tool-oriented design and development research. Five linked stages were applied: needs analysis, design, production, formative suitability assessment, and revision. Evidence came from site observation, interviews with BUMDes management, production documentation, and a structured post-viewing questionnaire completed by 35 purposively selected evaluators.

Results: The output was the video Pesona Tersembunyi di Kolam Renang Tirta Arum Bojong, supported by a 30-second teaser and a full version of approximately five minutes. The overall formative suitability index was 92 percent, indicating that the evaluated presentation was regarded as clear and appropriate for communicating the attraction. This index is interpreted as perceived suitability, not as evidence of visitor growth, booking conversion, or economic impact.

Limitations: The assessment used a small, non-probability sample and did not measure reach, engagement, visit intention, or actual arrivals after distribution.

Contribution: The study provides a transparent development process and a practical content specification for BUMDes-managed rural tourism promotion, while identifying the evidence required for a later effectiveness evaluation.