The Motivation of the South Sumatra Provincial Government in Promoting Culture and Tourism through International Events

Abstract

Background: Tourism and culture are strategic sectors that play a crucial role in enhancing
regional attractiveness, driving economic growth, and strengthening cultural identity. The South
Sumatra Provincial Government is highly motivated to promote culture and tourism by
organizing international events as an effort to introduce the region's potential to the global stage.
Aims: This study aims to analyze the motivation of the South Sumatra Provincial Government in
promoting culture and tourism through international events, as well as to examine the strategies
that have been implemented to increase the number of tourist visits.
Methods: This study uses a quantitative approach with a correlational study type. The research
population includes the entire community of Poreang Village (2,830 people), from which a
sample of 97 respondents was taken using random sampling. Data were collected using
observation, questionnaires, and documentation, then analyzed using simple regression and t
tests.
Results: The results show that the local government utilizes international events as a means of
cultural diplomacy, increasing tourism competitiveness, and building global networks. The main
motivations of the local government in this promotion include improving the image of the region,
expanding international networks, and attracting investment in the tourism sector. The
strategies implemented include digital-based promotion, collaboration with international actors,
and strengthening the South Sumatra tourism brand at the global level.
Conclusion: This study concludes that international events serve as a strategic instrument to
introduce the cultural wealth of South Sumatra and increase its tourist appeal. The
recommendations proposed include strengthening paradiplomacy policies, optimizing digital
marketing, and increasing synergy between local governments and stakeholders in the tourism
industry.