Tourism Marketing Model Based on Culture That Triggers the Empowerment of SMEs (The Study on KSPN in West Java, Indonesia)

Lucky, Hikmat Maulana and irwan, Ch and Gemina, Dwi (2018) Tourism Marketing Model Based on Culture That Triggers the Empowerment of SMEs (The Study on KSPN in West Java, Indonesia). Bogor International Conference Social Science.

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Abstract

The tourism sector has a very important role for the income of a country and for regions that have tourism potential. The World Tourism Organization (WTO) report and analysis found that tourism contributions are very meaningful for job creation. It is stated that out of every nine employment opportunities available globally, one of them comes from the tourism sector. The purpose of this study was to determine and analyze tourism marketing strategy models that can bring cultural excellence and uniqueness in the KSPN region destinations in West Java, so that business opportunities are open for SMEs. The model is an abstraction from reality that provides the purpose of setting and simplifying views about reality. An ideal pattern of tourism marketing strategies was found which synergized with SME empowerment. Survey research methods and descriptive and verification research forms. The object of the research is the SMEs that are trying in the field of tourism in 6 KSPN in West Java by using 200 samples and Path Analysis. The implementation of the strategy uses Importance Performance Analysis with an assessment based on tourist perceptions and expectations. The results showed that the cultural values of each destination community had a significant influence in local tourism marketing. Economic development in each destination influences the business of SMEs in providing tourist needs. Promotion of local culture is recommended and guidance for SMEs in developing tourism awareness.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi (FE) > Manajemen
Depositing User: Andri Brawijaya
Date Deposited: 04 Oct 2021 09:14
Last Modified: 04 Oct 2021 09:14
URI: http://repository.unida.ac.id/id/eprint/1018

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