Healing at Gunung Salak: Festival Budaya untuk Promosi Desa Wisata Gunung Salak Selemadeg Timur Tabanan Bali

Ni Nyoman Arini; I Nengah Sandi Artha Putra

doi:10.24843/JH.2023.v27.i04.p06

Ni Nyoman Arini Universitas Triatma Mulya
I Nengah Sandi Artha Putra Universitas Triatma Mulya

DOI: https://doi.org/10.24843/JH.2023.v27.i04.p06

Abstract

Gunung Salak Tourism Village is located in East Selemadeg District, Tabanan Regency, Bali Province which is a tourism village that is still developing, meaning that there still needs to be many breakthroughs in promotion. The spread of Covid-19 has caused Gunung Salak Tourism Village to experience a decrease in tourist visits. After the pandemic, Gunung Salak Tourism Village (Dewi Gula) Festival 2022 was held for the first time as one of the efforts to recover tourism while introducing the tourism potential in Gunung Salak Tourism Village to the wider community. Marketing Mix 8P which includes Product, Price, Place, Promotion, People, Packaging, Programming, and Partnership is used to analyze the Dewi Gula Festival event as a regional tourism promotion media. The results of this study show that the Dewi Gula Festival with the theme "Healing at Gunung Salak" promotes the potential of Gunung Salak Tourism Village in the development of healing tourism and supports sustainable tourism. This can be seen from the implementation of the Dewi Gula Festival which supports the preservation of nature, culture, local identity, environmental awareness, and involves the participation of local communities.

Downloads

Download data is not yet available.

References

Akbar, S. Y. (2020). Seni Mengelolah Festival. Yogyakarta: Deepublish

Fandeli, C. & Muhammad. (2019). Analisis Daya Dukung Lingkungan dalam Perspektif Pembangunan Berkelanjutan. Jakarta: Direktorat Jenderal Konservasi Sumber Daya Alam dan Ekosistem.

Getz, D. (2008). “Event tourism: Definition, evolution, and research”. Tourism Management 29 pp. 403–428.

Hadiwijoyo, S. S. (2012). Perencanaan Pariwisata Perdesaan Berbasis Masyarakat (Sebuah Pendekatan Konsep). Yogyakarta: Graha Ilmu.

Halibas, A. S., Sibayan, R. O., & Maata, R. L. R. (2017). The Penta Helix Model of Innovation in Oman: an HEI Perspective. Interdisciplinary Journal of Information, Knowledge & Management.

Hudson, S., Roth, M. S., Madden, T. J., & Hudson, R. (2015). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, 68-76. http://dx.doi.org/10.1016/j.tourman.2014.09.001

Kawatak, S. Y., Koondoko, Y. Y., & Montolalu, J. D. (2021). Dampak Ekonomi Tomohon International Flower Festival terhadap Petani dan Penjual Bunga Lokal. Lensa Ekonomi, 15(01), 1-10.

Kotler, P., Armstrong, G., Saunders, J. & Wong, V., (1999). Principles of Marketing. Second European Edition, Europe: Prentice Hall Europe.

Kotler, P & Armstrong, G. (2018). Principle Of Marketing, 17e Global Edition. New York: Pearson Education Limited.

Lee, W., Xiong, L., & Hu, C. (2012). The effect of Facebook users’ arousal and valence on intention to go to the festival: Applying an extension of the technology acceptance model. International Journal of Hospitality Management, 31(3), 819-827. https://doi.org/10.1016/j.ijhm.2011.09.018

Morrison, A.M. (2013). Marketing and Managing Tourism Destinations. USA: Roudledge.

Quinn, B. (2010). Arts festivals, urban tourism and cultural policy. Journal of Policy Research in Tourism, Leisure & Events, 2, 264-279. https://doi.org/10.1080/19407963.2010.512207

Republik Indonesia. Peraturan Menteri Pariwisata Nomor 14 Tahun 2016 Tentang Pedoman Destinasi Pariwisata Berkelanjutan.

Saputra, P. W., & Suparta, I. K. (2023). Festival Budaya Isen Mulang Sebagai Upaya Promosi Pariwisata Budaya di Provinsi Kalimantan Tengah. Paryaṭaka: Jurnal Pariwisata Budaya dan Keagamaan, 1(2), 100-107.

Sugiyono. (2015). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sulistyadi, Y., Eddyono, F., & Hasibuan, B. (2017). Pariwisata berkelanjutan: Pengelolaan destinasi wisata berbasis masyarakat. Bandar Lampung: Aura (Anugrah Utama Raharja) Press.

Sutarya, I. G. (2016). Spiritual Healing dalam Pariwisata Bali: Analisis Tentang Keunikan, Pengembangan dan Kontribusi dalam Pariwisata. Disertasi. Denpasar: Universitas Udayana.

Suyanti, D.W. (2013). “Potensi Desa Melalui Pariwisata Perdesaan”. Ekonomi dan Bisnis, 1(12), 33-36.

Yanthy, P.S. (2015). Festival Sebagai Daya Tarik Pariwisata Bali. Seminar Nasional Sains dan Teknologi (SENASTEK).

Yuhanna, W. L., & Nurhikmawati, A. R. (2017). Pemberdayaan masyarakat dusun suweru dalam pemasaran produk kopi lokal melalui strategi marketing mix. In Prosiding Seminar Nasional Hasil Pengabdian kepada Masyarakat LPPM Universitas PGRI Madiun (pp. 52-57).