CULTURAL TOURISM MARKETING FOR SMES EMPOWERMENT

Maulana, Lucky Hikmat and Ch, Irwan and Gemina, Dwi (2019) CULTURAL TOURISM MARKETING FOR SMES EMPOWERMENT. International Journal of Scientific Research & Technology, 8 (12). pp. 3503-3508. ISSN 2277-8616

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Abstract

The tourism sector has a very important role in the income of a country as well as for regions that have tourism potential and are meant for job creation. It is stated that out of every nine employment opportunities is available globally, one of them comes from the tourism sector. The purpose of this study was to determine and analyse 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 so that it can be known as the ideal pattern of tourism marketing strategies that synergize with SME's empowerment. Survey research methods and descriptive and verification research forms. The object of research of SMEs that is trying in the field of tourism in 6 KSPN in West Java by using 200 samples, is used the Multiple Linear Regression tool on the variable marketing mix and empowerment of SMEs. The implementation of the strategy uses Importance Performance Analysis (IPA) based on the perceptions and expectations of the SME owner. The results showed that there was a significant effect of marketing mix on the empowerment of SMEs simultaneously and partially. The factors of accessibility and continuity of promotion are quite low. 6 aspects become marketing strategies related to the empowerment of SMEs. A marketing program is recommended that raises local wisdom through the coordination of all stakeholders to ensure their duties, functions, and roles.

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