Kajian Pasar Wisata Pulau Kumala Dan Implikasinya Terhadap Pemasaran Pariwisata Yang Bertanggung Jawab

Nikasius Jonet Sinangjoyo - STP AMPTA, Sri Eka Hartati - Dinas Pariwisata Kabupaten Kutai Kertanegara

Sari


Abstract - This research aims to analyze tourism market in Kumala Island based on the demographic and psychographic character in which can be a good suggestion in responsible tourism marketing development for developer party in Kumala Island. This research was descriptive qualitative. The data were collected through observation, questionnaires, documentation, interview, and literature review.  According to the analysis of the result, there are several efforts that can be proposed in balancing the market demand and the characteristic of the destination for the marketing policy at Kumala Island, such as 1) emphasizing on the educational product, environment-friendly practices, and the use of local resources 2) determining the price to provide a guarantee for environment responsibility 3) determining distribution channel by using endorsers and communities who are responsible to the nature 4) Creating brand that emphasizing environmental element through various media 5) providing discount or tour packages that include combination some of leading tourist destinations and must join travel mart, expo, and trade show 6) organizing proper festivals, carnival, cultural celebration, and competition 7) Inviting journalist and utilizing the media to send the messages or information continuously.

Keywords : Tourist, Responsible Tourism Marketing.

 

Abstrak - Penelitian ini bertujuan untuk mengkaji pasar wisata di Pulau Kumala berdasarkan karakteristik demografis dan psikografis sertaimplementasinya terhadap kebijakan pemasaran pariwisata yang bertanggung jawab.Metode penelitian yang digunakan yaitu diskriptif kualitatif.Sedangkan pengumpulan data melalui obeservasi, kuisioner, wawancara, dokumentasi dan studi pustaka. Berdasarkan analisis dan pembahasan maka dalam kebijakan pemasaran Pulau Kumala diperlukan adanya upaya untuk menyeimbangkan antara permintaan pasar dengan karakteristik destinasi, antara lain yaitu :1) Menekankan produk pada unsur edukasi dan praktek ramah lingkungan serta pemanfaatan sumber daya lokal. 2) Penetapan harga sehingga mampu menjamin tanggung jawab terhadap lingkungan. 3) Penentuan saluran distribusi dengan  memanfaatkan endorser dan beberapa komunitas yang memiliki tanggung jawab terhadap alam. 4) Menciptakan branding yang menekankan unsur lingkungan melalui berbagai media, 5) Menyediakan potongan harga atau paket wisata dengan kombinasi beberapa destinasi unggulan dan  perlu mengikuti ajang travel mart, expo, trade shows. 6) Menyelenggarakan event festival, karnaval, perayaan budaya, kompetisi secara tepat. 7) Mengundang para jurnalis dan memanfaatkan berbagai media untuk menyampaikan pesan secara berulang-ulang..

Kata Kunci : Pasar Wisata, Pariwisata yang Bertanggung Jawab

Teks Lengkap:

PDF (English)

Referensi


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DOI: https://doi.org/10.31294/khi.v8i2.2295

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Terbit setiap bulan Maret & September, ISSN : 2087-0086 (print), 2655-5433 (online)

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