PENDEKATAN EKONOMI BERBASISKAN PENGALAMAN YANG MENCIPTAKAN KENANGAN BERKESAN WISATAWAN MELALUI IDENTIFIKASI POTENSI DAN PEMASARAN (STUDI PADA DESA WISATA SAWARNA)
Sari
ABSTRAK
Penciptaan nilai pengalaman wisatawan dianggap sebagai tren masa kini yang berfungsi sebagai sumber informasi serta sharing hal positif mengenai desa wisata. Pentingnya penciptaan nilai pengalaman untuk meningkatkan gairah niat berkunjung pada desa wisata dan untuk menilai asumsi ini peneliti menggunakan model Pine dan Gilmore. Tujuan penelitian untuk mengidentifikasi pendekatan ekonomi berbasiskan pengalaman yang menciptakan kenangan melalui potensi dan pemasaran desa wisata Sawarna.. Metode penelitian yang dilaksanakan menggunakan metode kualitatif dengan metode pengumpulan data melalui interview dan observasi. Teknik analisis data menggunakan narrative analysis. Informan yang digunakan merupakan pengurus pokdarwis dan pengunjung desa wisata sawarna. Teknik pengambilan sampel menggunakan teknik purposive sampling dengan kriteria pengunjung yang sudah sering mengunjungi desa wisata sawarna dan pengurus pokdarwis berpengalaman di bidang pengelolaan desa wisata. Hasil penelitian menunjukkan desa wisata sawarna memiliki potensi yang sangat baik dengan menawarkan pengalaman yang tidak terlupakan melalui konsep ekonomi pengalaman yang meliputi education, entertainment, escapism, nilai esthetic yang ada di desa wisata sawarna.
Kata Kunci : Desa Wisata, experienced economy, potensi desa wisata sawarna
ABSTRACT
The creation of tourist experience value is considered a current trend that serves as a source of information and sharing positive things about tourist villages. The importance of creating experiential value to increase the desire to visit tourist villages and to assess this assumption, researchers use the Pine and Gilmore model. The research objective was to identify an experience-based economic approach that creates memories through the potential and marketing of the Sawarna tourist village. The research method was carried out using qualitative methods with data collection methods through interviews and observations. The data analysis technique uses narrative analysis. The informants used were Pokdarwis administrators and visitors to the Sawarna tourist village. The sampling technique uses a purposive sampling technique with the criteria of visitors who have frequently visited the Sawarna tourist village and experienced Pokdarwis management in the field of tourism village management. The results of the study show that the Sawarna tourism village has very good potential by offering an unforgettable experience through the concept of an experience economy which includes education, entertainment, escapism, esthetic values that exist in the Sawarna tourism village.
Keywords: Tourism Village, experienced economy, potential of Sawarna tourism village
Kata Kunci
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DOI: https://doi.org/10.31294/par.v10i2.15536
