Desa Wisata Unggul dan Berkelanjutan dalam Perspektif Tourism Marketing 3.0 (Studi Kasus: Desa Wisata Pentingsari)
Keywords:
Tourism Marketing 3.0, Pariwisata Berkelanjutan, Desa Wisata PentingsariAbstract
Instrumen tourism marketing 3.0 telah banyak digunakan pariwisata dunia dalam menarik kunjungan wisatawan. Beberapa instrumen dari konsep tersebut di antaranya: technology change, political-legal change, economic change, socioculture change dan market change, dianggap mampu menciptakan daya tarik wisata yang unggul. Melihat keunggulan instrument tersebut, dapat diterapkan pada daya tarik wisata di Yogyakarta. Penelitian ini bertujuan untuk mengeksplorasi penerapan konsep tourism marketing 3.0 pada desa wisata Pentingsari dalam upaya menciptakan daya tarik wisata yang unggul dan berkelanjutan. Penelitian ini menggunakan desain deskriptif kualitatif melalui pendekatan studi kasus untuk mengeksplorasi kegiatan pemasaran desa wisata Pentingsari. Proses pengumpulan data dalam penelitian ini menggunakan wawancara yang dipadukan dengan konsep tourism marketing 3.0. Informan
yang dipilih berasal dari pengelola desa wisata Pentingsari yang membidangi masalah pemasaran dan digital. Pengolahan data dan analisa dilakukan menggunakan teknik Miles-Huberman melalui empat tahap: transkripsi wawancara, reduksi data, kategorisasi dan penarikan kesimpulan. Berdasarkan penelitian yang telah dilakukan, instrument tourism marketing 3.0 belum sepenuhnya diterapkan oleh pengelola desa wisata Pentingsari. Penelitian ini menegaskan, diperlukan strategi serta kebijakan yang tepat dalam penerapan tourism marketing 3.0 sehingga tercipta daya tarik wisata yang unggul dan berkelanjutan.
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