Implementasi Marketing Mix pada Objek Wisata Dira Park Ambulu dalam Menciptakan Pengelolaan Berkelanjutan
(Studi Kasus : Dira Park Ambulu)
DOI:
https://doi.org/10.32659/tsj.v8i1.217Keywords:
Sustainable Marketing, Marketing Mix, Dira Park AmbuluAbstract
Tourism is an important contributor to the regional economy. This condition confirms that tourism needs to be well prepared. The presence of the COVID-19 pandemic has had an impact on all sectors, including tourism. This situation is characterized by a decrease in the number of tourist visits, both local and foreign. Another impact of the pandemic is the lack of management focus on managing tourist attractions. These conditions directly affect the implementation of marketing strategies in achieving management targets. The purpose of this study is to analyze the application of the 7p marketing mix to the tourist attraction of Dira Park Ambulu in creating sustainable creative tourism. A qualitative design is used in this study, which explores everything about managing tourist attractions. Data collection through interviews combined with the 7p marketing mix instrument. The selected informants came from management, employees, and visitors who were enjoying Dira Park Ambulu's services. The Miles Huberman method is used in data processing and analysis through the stages of transcription, reduction, coding, categorization, and drawing conclusions. The study's findings show what would happen if Dira Park Ambulu's tourist attraction did not meet the 7-point marketing mix concept. Some of the instruments used in the 7p marketing mix instrument, including products, prices, marketing distribution channels, promotions, human resources, processes, and physical evidence, have not been fully implemented. The results of this study confirm that the management of the Dira Park Ambulu tourist attraction needs to thoroughly implement the 7p marketing mix instrument.
References
Aburumman, A. A. (2020). COVID-19 impact and survival strategy in business tourism market: The example of the UAE MICE industry. Humanities & Social Sciences Communications, 7(1). http://dx.doi.org/10.1057/s41599-020-00630-8
Al?Msallam, S. (2020). The impact of tourists’ emotions on satisfaction and destination loyalty – an integrative moderated mediation model: Tourists’ experience in Switzerland. Journal of Hospitality and Tourism Insights, 3(5), 509–528. https://doi.org/10.1108/JHTI-11-2019-0126
Amrutha, V. N., & Geetha, S. N. (2020). A systematic review on green human resource management: Implications for social sustainability. Journal of Cleaner Production, 247, 119131. https://doi.org/10.1016/j.jclepro.2019.119131
Androutsou, L., & Metaxas, T. (2019). Measuring the efficiency of medical tourism industry in EU member states. Journal of Tourism Analysis: Revista de Análisis Turístico, 26(2), 115–130. https://doi.org/10.1108/JTA-02-2019-0006
Arida, I. N. S., Wiguna, P. P. K., Narka, I. W., & Febrianti, N. K. O. (2017). Development Planning of Tourist Village Using Participatory Mapping (Case study: Mambal Village, Badung Regency, Indonesia). IOP Conference Series: Earth and Environmental Science, 98(1). https://doi.org/10.1088/1755-1315/98/1/012044
Bangsa, A. B., & Schlegelmilch, B. B. (2020). Linking sustainable product attributes and consumer decision-making: Insights from a systematic review. Journal of Cleaner Production, 245, 118902. https://doi.org/10.1016/j.jclepro.2019.118902
Baum, T. (2018). Sustainable human resource management as a driver in tourism policy and planning: A serious sin of omission? Journal of Sustainable Tourism, 26(6), 873–889. Scopus. https://doi.org/10.1080/09669582.2017.1423318
Baumert, T., & de Obesso, M. de las M. (2021). Brand antiquity and value perception: Are customers willing to pay higher prices for older brands? Journal of Business Research, 123, 241–254. https://doi.org/10.1016/j.jbusres.2020.09.060
Bhaduri, K., & Pandey, S. (2019). Sustainable smart specialisation of small-island tourism countries. Journal of Tourism Futures, 6(2), 121–133. https://doi.org/10.1108/JTF-01-2019-0010
Borden, N. H. (1964). The concept of the marketing mix. Journal of Advertising Research, 4(2), 2–7.
Castillo, C. A. M., & Jimber, J. A. D. R. (2018). Quality, satisfaction and loyalty indices. Journal of Place Management and Development, 11(4), 428–446. https://doi.org/10.1108/JPMD-05-2017-0040
Chaisit, J., Pansuwan, L., & Isaranontakul, P. (2020). The development of digital marketing strategies and distribution channels for community products using e-commerce in the Lower Northern Region of Thailand. ACM International Conference Proceeding Series, 66–70. Scopus. https://doi.org/10.1145/3409891.3409903
El-Haddadeh, R., Osmani, M., Hindi, N., & Fadlalla, A. (2021). Value creation for realising the sustainable development goals: Fostering organisational adoption of big data analytics. Journal of Business Research, 131, 402–410. https://doi.org/10.1016/j.jbusres.2020.10.066
Elrod, J. K., & Fortenberry, J. L., Jr. (2020). Personal selling in health and medicine: Using sales agents to engage audiences. BMC Health Services Research, 20. Scopus. https://doi.org/10.1186/s12913-020-05600-z
Fatmawati, I., Bestari, S. A., & Rostiani, R. (2021). Key Success Factors’ Identification of Farm Tourism: A Case from Indonesia. In Juwaidah Prof., Saiyut P., Tjale M.M., & Rozaki Z. (Eds.), E3S Web of Conferences (Vol. 232). EDP Sciences; Scopus. https://doi.org/10.1051/e3sconf/202123202020
Galvão, G. D. A., Homrich, A. S., Geissdoerfer, M., Evans, S., Ferrer, P. S. scoleze, & Carvalho, M. M. (2020). Towards a value stream perspective of circular business models. Resources, Conservation and Recycling, 162, 105060. https://doi.org/10.1016/j.resconrec.2020.105060
Gammack, J., Amaya, M., Chu, K., & Champayom, B. (2013). Development Needs Of Small To Medium Size Tourism Business. Journal of Chemical Information and Modeling, 53(9), 1689–1699.
Gössling, S. (2021). Tourism, technology and ICT: a critical review of affordances and concessions. Journal of Sustainable Tourism, 29(5), 733–750. Scopus. https://doi.org/10.1080/09669582.2021.1873353
Grit, A. (2017). Volunteer Tourism: The Lifestyle Politics of International Development. Journal of Tourism Futures, 3(1), 87–88. https://doi.org/10.1108/JTF-12-2015-0054
Harrigan, P., Evers, U., Miles, M., & Daly, T. (2017). Customer engagement with tourism social media brands. Tourism Management, 59, 597–609. https://doi.org/10.1016/j.tourman.2016.09.015
Havadi Nagy, K. X., & Espinosa Segui, A. (2020). Experiences of community-based tourism in Romania: Chances and challenges. Journal of Tourism Analysis: Revista de Análisis Turístico, 27(2), 143–163. https://doi.org/10.1108/JTA-08-2019-0033
He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 176–182. https://doi.org/10.1016/j.jbusres.2020.05.030
Heagney, E. C., Falster, D. S., & Kova?, M. (2021). Land clearing in south-eastern Australia: Drivers, policy effects and implications for the future. Land Use Policy, 102, 105243. https://doi.org/10.1016/j.landusepol.2020.105243
Henckens, M. L. C. M., & Worrell, E. (2020). Reviewing the availability of copper and nickel for future generations. The balance between production growth, sustainability and recycling rates. Journal of Cleaner Production, 264, 121460. https://doi.org/10.1016/j.jclepro.2020.121460
Heslinga, J., Groote, P., & Vanclay, F. (2019). Strengthening governance processes to improve benefit-sharing from tourism in protected areas by using stakeholder analysis. Journal of Sustainable Tourism, 27(6), 773–787. Scopus. https://doi.org/10.1080/09669582.2017.1408635
Higgins-Desbiolles, F., & Wijesinghe, G. (2019). The critical capacities of restaurants as facilitators for transformations to sustainability. Journal of Sustainable Tourism, 27(7), 1080–1105. Scopus. https://doi.org/10.1080/09669582.2018.1510410
Hudaefi, F. A., & Beik, I. S. (2021). Digital zak?h campaign in time of Covid-19 pandemic in Indonesia: A netnographic study. Journal of Islamic Marketing, 12(3), 498–517. https://doi.org/10.1108/JIMA-09-2020-0299
Ismail, H., & Hanafiah, M. M. (2020). A review of sustainable e-waste generation and management: Present and future perspectives. Journal of Environmental Management, 264, 110495. https://doi.org/10.1016/j.jenvman.2020.110495
Keszey, T. (2020). Environmental orientation, sustainable behaviour at the firm-market interface and performance. Journal of Cleaner Production, 243, 118524. https://doi.org/10.1016/j.jclepro.2019.118524
Khan, M. I., Khalid, S., Zaman, U., José, A. E., & Ferreira, P. (2021). Green paradox in emerging tourism supply chains: Achieving green consumption behavior through strategic green marketing orientation, brand social responsibility, and green image. International Journal of Environmental Research and Public Health, 18(18). Scopus. https://doi.org/10.3390/ijerph18189626
Kluza, K., Ziolo, M., & Spoz, A. (2021). Innovation and environmental, social, and governance factors influencing sustainable business models—Meta-analysis. Journal of Cleaner Production, 303, 127015. https://doi.org/10.1016/j.jclepro.2021.127015
Kotler, P., & Armstrong, G. (2018). Principles of Marketing 17th Global Edition. In Pearson Education Limited (p. 737).
Kowalska, M. (2020). Sme managers’ perceptions of sustainable marketing mix in different socioeconomic conditions—A comparative analysis of sri lanka and poland. Sustainability (Switzerland), 12(24), 1–23. Scopus. https://doi.org/10.3390/su122410659
Lim, W. M., Yap, S.-F., & Makkar, M. (2021). Home sharing in marketing and tourism at a tipping point: What do we know, how do we know, and where should we be heading? Journal of Business Research, 122, 534–566. https://doi.org/10.1016/j.jbusres.2020.08.051
Mainolfi, G., & Marino, V. (2020). Destination beliefs, event satisfaction and post-visit product receptivity in event marketing. Results from a tourism experience. Journal of Business Research, 116, 699–710. https://doi.org/10.1016/j.jbusres.2018.03.001
Manrai, L. A., Manrai, A. K., & Friedeborn, S. (2018). Environmental determinants of destination competitiveness and its Tourism Attractions-Basics-Context, A-B-C, indicators: A review, conceptual model and propositions. Journal of Economics, Finance and Administrative Science, 25(50), 425–449. https://doi.org/10.1108/JEFAS-01-2018-0010
Micevski, M., Diamantopoulos, A., & Erdbrügger, J. (2020). From country stereotypes to country emotions to intentions to visit a country: Implications for a country as a destination brand. Journal of Product & Brand Management, 30(1), 118–131. https://doi.org/10.1108/JPBM-09-2019-2563
Miles, M. B., & Huberman, M. A. (1994). Qualitative _Data Analysis.pdf (Second Edi). SAGE Publications Inc.
Misso, R., Andreopoulou, Z., Cesaretti, G. P., Hanna, S. S., & Tzoulis, I. (2018). Sustainable development and green tourism: New practices for excellence in the digital era. Journal for International Business and Entrepreneurship Development, 11(1), 65–74. Scopus. https://doi.org/10.1504/JIBED.2018.090035
Moreno-Luna, L., Robina-Ramírez, R., Sánchez, M. S. O., & Castro-Serrano, J. (2021). Tourism and sustainability in times of covid-19: The case of Spain. International Journal of Environmental Research and Public Health, 18(4), 1–22. https://doi.org/10.3390/ijerph18041859
Nuryakin, & Priyo, J. S. (2018). Service quality, trust and customer loyalty: The role of customer satisfaction at the hotel services industry in Indonesia. Quality - Access to Success, 19(166), 50–55. Scopus.
Othman, B., He, W., Huang, Z., Xi, J., & Ramsey, T. (2021). The effects on service value and customer retention by integrating after sale service into the traditional marketing mix model of clothing store brands in China. Environmental Technology & Innovation, 23, 101784. https://doi.org/10.1016/j.eti.2021.101784
Pegas, F. V., Weaver, D., & Castley, G. (2015). Domestic tourism and sustainability in an emerging economy: Brazil’s littoral pleasure periphery. Journal of Sustainable Tourism, 23(5), 748–769. Scopus. https://doi.org/10.1080/09669582.2014.998677
Reichstein, C., & Härting, R.-C. (2018). Potentials of changing customer needs in a digital world—A conceptual model and recommendations for action in tourism. In T. C., H. Y., H. R.J., J. L.C., & J. L.C. (Eds.), 22nd International Conference on Knowledge-Based and Intelligent Information and Engineering Systems, KES 2018 (Vol. 126, pp. 1484–1494). Elsevier B.V. https://doi.org/10.1016/j.procS.2018.08.120
Rogers, E. M. (1983). Diffusion of innovations (3rd ed). Free Press?; Collier Macmillan.
Rosenbloom, B., & Dimitrova, B. (2011). The marketing mix paradigm and the dixonian systems perspective of marketing. Journal of Historical Research in Marketing, 3(1), 53–66. https://doi.org/10.1108/17557501111102418
Rudawska, E. (2019). Sustainable marketing strategy in food and drink industry: A comparative analysis of B2B and B2C SMEs operating in Europe. Journal of Business and Industrial Marketing, 34(4), 875–890. https://doi.org/10.1108/JBIM-05-2018-0171
Schoneveld, G. C. (2020). Sustainable business models for inclusive growth: Towards a conceptual foundation of inclusive business. Journal of Cleaner Production, 277, 124062. https://doi.org/10.1016/j.jclepro.2020.124062
Silva, F. C., Shibao, F. Y., Kruglianskas, I., Barbieri, J. C., & Sinisgalli, P. A. A. (2019). Circular economy: Analysis of the implementation of practices in the Brazilian network. Revista de Gestão, 26(1), 39–60. https://doi.org/10.1108/REGE-03-2018-0044
Slater, S., & Demangeot, C. (2021). Marketer acculturation to diversity needs: The case of modest fashion across two multicultural contexts. Journal of Business Research, 134, 702–715. https://doi.org/10.1016/j.jbusres.2021.05.059
Stankov, U., Filimonau, V., Gretzel, U., & Vuji?i?, M. D. (2020). E-mindfulness – the growing importance of facilitating tourists’ connections to the present moment. Journal of Tourism Futures, 6(3), 239–245. https://doi.org/10.1108/JTF-11-2019-0135
Su, W., Lyu, B., Chen, H., & Zhang, Y. (2020). How does servant leadership influence employees’ service innovative behavior? The roles of intrinsic motivation and identification with the leader. Baltic Journal of Management, 15(4), 571–586. https://doi.org/10.1108/BJM-09-2019-0335
Sulistyo, A. (2020). Sme’s Strategy in Creating Sustainable Business During Covid-19 Towards the New Normal Era Based on Marketing Mix Perspective. 200–202--4.
Sulistyo, A. (2021). Tourism Marketing 3.0 On Tinalah Tourist Village An Effort To Increase The Quality Of Tourist Product. Journal of Tourism Destination and Attraction, 9(3), 1–8. https://doi.org/10.35814/tourism.v9i3.2283
Sumaryadi, S., Hurriyati, R., Wibowo, L. A., & Gaffar, V. (2021). The Relationship Between the Quality of Destination and Tourist Satisfaction: The Role of Destination Attributes. Journal of Asian Finance, Economics and Business, 8(4), 929–937. Scopus. https://doi.org/10.13106/jafeb.2021.vol8.no4.0929
Sun, K., Cao, X., & Xing, Z. (2021). Can the diffusion modes of green technology affect the enterprise’s technology diffusion network towards sustainable development of hospitality and tourism industry in china? Sustainability (Switzerland), 13(16). Scopus. https://doi.org/10.3390/su13169266
Sunarjo, W. A., Manalu, V. G., & Adawiyah, W. R. (2021). Nurturing consumers’ green purchase intention on natural dyes batik during craft shopping tour in the batik city of Pekalongan Indonesia. Geojournal of Tourism and Geosites, 34(1), 186–192. Scopus. https://doi.org/10.30892/gtg.34124-635
Suwardi, A. N., Saryana, I. M., & Nindia, C. I. P. (2021). Jember Charm In Landscape Photography. Retina?: Jurnal Fotografi, 1(2), Article 2.
Tang, T. (Ya), Zhang, S. (Katee), & Peng, J. (2021). The value of marketing innovation: Market-driven versus market-driving. Journal of Business Research, 126, 88–98. https://doi.org/10.1016/j.jbusres.2020.12.067
UNWTO. (2020, October 2). Tourism Statistics Data. United Nations World Tourism Organizations. https://www.unwto.org/statistic/basic-tourism-statistics
Wahyuningrum, A. D., Kristanti, N. E., & Widodo, K. H. (2020). Analysis of the influence of marketing mix on the sales online of processed products salak (Sallaca zalazza (Gaert.) Voss.). IOP Conference Series: Earth and Environmental Science, 425(1). Scopus. https://doi.org/10.1088/1755-1315/425/1/012027
Ye, L., Pan, S. L., Wang, J., Wu, J., & Dong, X. (2021). Big data analytics for sustainable cities: An information triangulation study of hazardous materials transportation. Journal of Business Research, 128, 381–390. https://doi.org/10.1016/j.jbusres.2021.01.057
Yin, R. K. (2003). Case Study Research?; Design and Methods. In Case Study Research?; Design and Methods (Third, Vol. 5, Issue 3). https://doi.org/10.1300/J145v03n03_07
Zarezadeh, Z. Z., Rastegar, H. R., & Gretzel, U. (2018). Reviewing the Past to Inform the Future: A Literature Review of Social Media in Tourism. Czech Journal of Tourism, 7(2), 115–131. https://doi.org/10.1515/cjot-2018-0006
Zheng, L., Ulrich, K., & Sendra-García, J. (2021). Qualitative comparative analysis: Configurational paths to innovation performance. Journal of Business Research, 128, 83–93. https://doi.org/10.1016/j.jbusres.2021.01.044
Published
How to Cite
Issue
Section
Copyright (c) 2022 Agung Sulistyo, Suhartapa Suhartapa, Alif Wibowo
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
-
Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
-
ShareAlike — If you remix, transform, or build upon the material, you must distribute your contributions under the same license as the original.
