A recent study led by Annisa Rizki Ananda from the Master Program in Tourism at Udayana University highlights the potential of the Pacu Jalur event as a cultural tourism attraction in Kuantan Singingi Regency, Riau Province. Published in the Asian Journal of Management, Entrepreneurship and Social Science, the research delves into the current state of event management and its implications for tourism in the region.
Pacu Jalur, a traditional boat racing event, is seen as a significant draw for tourists, yet the study reveals that the tourism product components for visitors are currently minimal. Ananda’s research indicates that while the event generates considerable revenue for local businesses, including hotels and restaurants, it faces challenges in effective event management and promotion. “The stages of event management are neither effective nor efficient,” she notes, pointing to a need for improvement in how the event is organized and marketed.
The study identifies several key areas where commercial opportunities exist. For one, there is a strong community involvement in both executing the event and preserving the cultural tradition, which could be leveraged to enhance visitor experiences. However, the promotional efforts by the local Tourism and Culture Office rely heavily on social media, which has not yet reached a broader tourism market. This presents an opportunity for local businesses and tourism operators to collaborate on more comprehensive marketing strategies that could attract a wider audience.
Moreover, the research highlights the economic impact of the Pacu Jalur event, noting that it generates substantial revenue but lacks official sponsorship. This opens the door for potential partnerships with businesses looking to tap into the tourism sector. Ananda emphasizes the importance of government support, stating, “While there is strong government backing, political instability could hinder tourism operators.” This suggests that stability and collaboration between the government and private sector are crucial for maximizing the event’s commercial potential.
Environmental sustainability is another aspect addressed in the study. The Pacu Jalur event has adopted selective logging practices, which not only help preserve the local environment but also enhance its appeal to eco-conscious tourists. This focus on sustainability could be a selling point for attracting visitors who prioritize responsible tourism.
The study also mentions that regulations concerning the event have been formalized under regent regulation No. 16 of 2023, providing a framework for its management. This legal structure can offer reassurance to investors and stakeholders looking to engage with the event.
In summary, Ananda’s research sheds light on the untapped potential of the Pacu Jalur event as a cultural tourism attraction. By addressing the gaps in event management and promotional strategies, local stakeholders can harness the economic opportunities presented by this unique cultural phenomenon, ultimately benefiting the community and the broader tourism sector in Riau Province.
