JURNAL DESTINASI PARIWISATA terbit dua kali dalam setahun, yaitu pada bulan Juni dan bulan Desember yang diterbitkan oleh Program Studi Sarjana Pariwisata, Fakultas Pariwisata, Universitas Udayana Denpasar Bali. Jurnal ini dipublikasikan sebagai salah satu upaya dalam memberikan sumbangan dari dunia akademis kepada sektor pariwisata yang semakin menjanjikan secara ekonomi tetapi di sisi lain menimbulkan pula berbagai permasalahan seperti degradasi budaya, sosial-ekonomi, konflik, kriminalitas, kerusakan ekologi dan banyak permasalahan lainnya. Terbitnya jurnal ini menuangkan hasil penelitian, survei dan tulisan ilmiah populer dalam bidang kepariwisataan yang mencakup aspek perencanaan, penataan, pengelolaan dan dampak yang ditimbulkannya yang dikaji berdasarkan teori-teori klasik, modern maupun postmodern dengan berbagai varian metodologi sesuai dengan kajian dan kemampuan penulis. Redaksi dengan bangga menerima sumbangan tulisan para pakar, staf pengajar perguruan tinggi, praktisi maupun mahasiswa yang peka dan peduli terhadap eksistensi dan pengembangan pariwisata yang berkelanjutan. Jurnal Destinasi Pariwisata terindeks pada:
Program Studi Pariwisata Program Sarjana, Fakultas Pariwisata, Universitas Udayana
Promosi Perdamaian dan Harmoni: Kajian Pemanfaatan Warisan Kolonialisme Jepang di Bali Dalam Landskap Pariwisata
Japanese colonial heritage in Bali represents an underutilized cultural resource with the potential to support historical tourism and international soft power diplomacy. Although remnants of the Japanese occupation, including defensive tunnels, military cemeteries, wartime currency, weapons, and other historical artifacts, are still found across several regencies in Bali, many of these sites—particularly the Japanese caves-have experienced significant neglect and physical deterioration. This study aims to examine the potential of Japanese colonial heritage as a historical tourism attraction while promoting post-war reconciliation and strengthening Indonesia–Japan relations through soft power diplomacy. The research employs the Historical Cultural Tourism Landscape (HCTL) approach integrated with a historical diplomacy framework. Data were collected through field observations and in-depth interviews involving stakeholders representing the pentahelix model and were analyzed qualitatively. The findings reveal that Japanese colonial heritage sites possess not only historical significance but also strategic value as instruments of peace-building, reconciliation, and cultural diplomacy. A key finding of this study is the identification of storynomic tourism as an effective approach for transforming wartime heritage into tourism experiences that emphasize peace, tolerance, and shared historical memory, while simultaneously enhancing destination image and community participation. The study concludes that the revitalization and preservation of Japanese colonial heritage in Bali can strengthen sustainable historical tourism and serve as an effective medium for tourism-based soft power diplomacy, contributing to post-World War II reconciliation and international cultural cooperation
Hak Cipta (c) 2026 I Ketut Kardana, I Made Sendra, Erika Gunawati (Author)
ANALISIS STRATEGI BAURAN PEMASARAN DALAM MENINGKATKAN KUNJUNGAN WISATAWAN PADA MUSEUM AGUNG BUNG KARNO DI DENPASAR BALI
Abstract Museum Agung Bung Karno is one of the historical and educational tourist attractions in Denpasar City with the potential to increase tourist visits through the implementation of appropriate marketing strategies. However, the number of tourist visits has not yet reached its optimal level, indicating the need for effective marketing strategies to support an increase in visitor arrivals. This study aims to analyze the marketing mix strategy for increasing tourist visits to Museum Agung Bung Karno. This study employed a descriptive approach using qualitative methods supported by quantitative data. Data were collected through observation, interviews, documentation, questionnaires distributed to 79 tourists, and weighting questionnaires completed by three academics specializing in tourism marketing. The data were analyzed using the Internal Factor Analysis Summary (IFAS), External Factor Analysis Summary (EFAS), the Internal–External (IE) Matrix, and the SWOT Matrix. The findings indicate that Museum Agung Bung Karno obtained an IFAS score of 2.91 and an EFAS score of 3.17, placing the museum in Cell II of the IE Matrix, which represents the Grow and Build position. These findings indicate that the museum possesses relatively strong internal conditions supported by favorable external opportunities. Based on the SWOT analysis, the priority strategy is the Strengths–Opportunities (SO) strategy, which includes developing history-based educational tourism programs through collaboration with various stakeholders, utilizing government support to strengthen the museum's role as a historical and educational tourism destination, and optimizing digital promotion to enhance the museum's attractiveness and increase tourist visits.
Hak Cipta (c) 2026 Efra Eunike Sidabutar, Putu Agus Wikanatha Sagita, Isvari Ayu Pitanatri (Penulis)
PERSEPSI WISATAWAN TERHADAP CITRA DAYA TARIK WISATA MONUMEN PERJUANGAN RAKYAT BALI DI KOTA DENPASAR
The Study aims Balinese People's Struggle Monument is a tourist destination capable of providing cultural and historical experiences for tourists. It also boasts adequate tourism product components, including attractions, accessibility, amenities, and amenities. This, in turn, fosters a positive perception of the Balinese People's Struggle Monument's appeal. Regarding tourist perceptions of the Balinese People's Struggle Monument's appeal, a questionnaire was used, with 58 respondents as the sample. The analysis, conducted through validity testing of cognitive image, unique image, and affective image indicators, confirmed the data was valid and suitable for use as a research instrument. Furthermore, reliability testing also confirmed its suitability as a research instrument. The characteristics of the respondents, based on the questionnaire data, were analyzed based on the origin of the tourists, with the predominance of domestic tourists; gender, with female tourists; age, with tourists aged 16-25 years old, the largest number of visitors; occupational background, with students predominating; educational level, with undergraduate tourists predominating; and frequency of visits, with previous visitors predominating. The results of the study of tourists' perceptions of the image of the tourist attraction of the Balinese people's struggle monument based on the results of data processing from the questionnaire, namely from the indicators of cognitive image, unique image, and affective image, have an average score in the agree category, so that in this case the tourist attraction of the Balinese people's struggle monument from the perception of tourists can be said to have a positive image for tourists.
Hak Cipta (c) 2026 Eman Sulistia, Salman Alam, Muhamad Ega Husnul Abror, Hafit Hafizi (Penulis)
STRATEGI PEMASARAN "LUXURY TOURISM" DI BALI NATIONAL GOLF VILLAS, NUSA DUA BALI
This study examines the marketing strategies applied in the Luxury Tourism segment by Bali National Golf Villas, located in Nusa Dua, Bali. Luxury Tourism refers to premium travel experiences that emphasize exclusivity, comfort, privacy, and personalized services designed to meet the expectations of high-end tourists. The purpose of this study is to analyze the marketing strategies implemented by Bali National Golf Villas and to examine how the Luxury Tourism concept is integrated into its overall business operations. This research employs a qualitative method with a descriptive approach, with data collected through in-depth interviews, direct observations, and literature studies to obtain a comprehensive understanding of the strategies applied. The findings indicate that the marketing strategies focus on creating exclusive and personalized guest experiences supported by luxury facilities, high service quality, and strong brand positioning. In addition, digital marketing plays a significant role in promoting the property by enhancing brand visibility and reaching targeted luxury market segments through online platforms. The implementation of these strategies contributes to strengthening the competitive advantage of Bali National Golf Villas and reinforces its position within the luxury tourism market in Bali.
Hak Cipta (c) 2026 Jurnal Destinasi Pariwisata https://creativecommons.org/licenses/by-nc-nd/4.0
THE INFLUENCE OF VIRTUAL EXPERIENCE ON VISIT INTENTION THROUGH FEAR OF MISSING OUT (FOMO) : A Quantitative Study On The Mount Bromo In The Roblox Platform
This study examines the effect of virtual experience on visit intention toward Mount Bromo, with fear of missing out (FOMO) as a mediating variable, using the Mount Bromo map on Roblox as the research context. The research applies a quantitative explanatory approach using a questionnaire survey with a Likert scale. Data analysis includes instrument testing, regression analysis, and mediation testing using a bootstrapping approach. The findings indicate that virtual experience positively influences visit intention, and FOMO has a significant effect on visit intention. Moreover, FOMO is found to partially mediate the relationship between virtual experience and visit intention. These results suggest that immersive virtual experience can strengthen intentions to visit real-world tourism destinations, particularly when such experience trigger psychological pressure to keep up with popular trends and experience.
PERAN XIAOHONGSHU DALAM PROMOSI PARIWISATA BALI PASCA PANDEMI COVID-19
The recovery of Bali’s tourism sector from the Chinese market after the COVID-19 pandemic has remained uneven despite the destination’s exceptionally high digital visibility on Chinese social media platforms. This study aims to examine how Xiaohongshu mediates destination image formation and travel decision-making among Chinese Generation Z tourists during Bali’s post-pandemic recovery phase. A qualitative single case study approach was employed, integrating systematic digital observation of Xiaohongshu content with in-depth interviews conducted in 2025 involving 17 Chinese Gen Z users and six tourism stakeholders in Bali. Data were analyzed using Applied Thematic Analysis to identify patterns in motivational dynamics and platform influence. The findings indicate that destination image construction on Xiaohongshu emerges through the interaction between visually driven attraction and text-based verification, where aesthetic representation stimulates initial interest while experiential narratives reinforce credibility and trust. Push motivations such as risk mitigation, authenticity seeking, and personalized travel preferences are digitally mediated through algorithmic exposure and peer validation, while pull factors extend beyond destination attributes to include platform-specific affordances such as recommendation precision and credibility through balanced user reviews. The study concludes that Xiaohongshu functions not merely as a promotional channel but as a digital infrastructure that shapes perception, reduces uncertainty, and influences tourism mobility patterns. These findings provide theoretical refinement of push–pull motivation in platform-mediated environments and offer strategic guidance for destination stakeholders in aligning digital representation with evolving Gen Z travel behavior
OPTIMALISASI STRATEGI PEMASARAN UNTUK MEMPERKUAT DAYA SAING PANTAI GEGER SEBAGAI DESTINASI WISATA DI BADUNG
This study aims to optimize marketing strategies to strengthen the competitiveness of Geger Beach as a marine tourism destination in Badung. Geger Beach, as a tourist destination in Bali, has superior marine tourism potential, but faces various marketing obstacles that affect its effectiveness. The research method used is qualitative data with supporting quantitative data, along with data collection techniques through observation, interviews, and questionnaires. Analysis was conducted using SWOT and VRIO to identify strengths, weaknesses, opportunities, and threats, while assessing the destination's resources and capabilities. The results revealed that optimizing marketing strategies, including product, price, place, promotion, human resources, processes, and physical evidence, can increase the competitiveness of Geger Beach. Recommendations are provided to address inhibiting factors and improve the marketing effectiveness of this marine tourism destination to become more competitive in both national and international tourism markets
Analisis Sentimen Wisatawan terhadap Kualitas Destinasi Pantai Sanur Berbasis User-Generated Content pada Platform TripAdvisor
Sanur Beach, a pioneer of Balinese coastal tourism, faces the challenge of maintaining its reputation in the digital era. This study evaluates tourist perceptions and sentiment dynamics at Sanur Beach based on the 4A framework: Attraction, Accessibility, Amenity, and Ancillary services. Methods: A total of 5,149 TripAdvisor reviews (2010–2025) were analyzed using web scraping and sentiment analysis. The methodology included data pre-processing, sentiment classification, and bigram frequency extraction to identify key experiential themes. Findings indicate a strong international presence, dominated by Australian (32%) and British (10.7%) tourists. Sentiment trends peaked in 2016 before declining sharply during the COVID-19 pandemic. However, the destination has shown steady resilience through 2025. Positive sentiment is primarily driven by the “beach clean", “white sand", "water sport" and the which represent the core strengths of Sanur’s accessibility and aesthetics. Conversely, negative sentiments are triggered by "beach dirty," "low tide" frustrations, and "beach full", highlighting seasonal waste issues and social disturbances. While Sanur remains a favored destination for serenity and family-friendly activities, its long-term competitiveness depends on improved waste management and local vendor regulations. This research provides strategic insights for stakeholders to optimize coastal governance and digital reputation management.
ARAHAN PENGEMBANGAN DESA WISATA GILI KETAPANG BERBASIS PARTISIPASI MASYARAKAT
Gili Ketapang Tourism Village, located in Sumberasih District, Probolinggo Regency, has significant potential for marine tourism development, particularly snorkeling activities supported by coral reef ecosystems and coastal attractions. However, tourism management in the area has not been optimally integrated and community participation remains uneven across different stages of development. This study aims to formulate development directions for Gili Ketapang Tourism Village based on community participation. The research employs a mixed-method approach, combining the Delphi method and a SWOT analysis strengthened by IFAS and EFAS matrices. The Delphi analysis identified 15 out of 17 tourism component indicators agreed upon by the stakeholders. Community participation is at a moderate level (48.23%), with stronger involvement in implementation and economic benefits. The SWOT analysis places Gili Ketapang Tourism Village in Quadrant I, indicating a favorable condition characterized by strong internal potential and external opportunities. Based on this, four Strength-Opportunity (S-O) strategies were formulated, including developing an integrated marine tourism package based on superior natural attractions supported by artificial tourism to capture the increasing interest of tourists, utilizing the status as a tourism village and marine conservation area to strengthen the image of sustainable marine tourism destinations thru social media-based promotion, increasing the active role of the community and management institutions (Pokdarwis and BUMDes) in managing and marketing tourism products to maximize economic opportunities from tourism, and developing and optimizing adequate tourism support facilities to sustain one-day trip visits. These strategies are expected to support the development of sustainable tourism while increasing community involvement in the management of Gili Ketapang Tourism Village.
STRATEGI PROMOSI UNTUK MENARIK MINAT WISATAWAN BERKUNJUNG KE DAYA TARIK WISATA KLENTENG SAM POO KONG, SEMARANG, JAWA TENGAH
The purpose of this study was to identify and analyze the promotional strategies implemented by the Sam Poo Kong Temple management and to explain how these strategies contribute to attracting tourists. This study used a purposive sampling technique, which involves deliberately selecting informants based on specific criteria relevant to the research objectives. The population included the Sam Poo Kong Temple management, promotion/marketing staff, and tourists who had previously visited the temple. This population consisted of 12 people: 2 managers and 10 visitors. The results showed that the promotion of the Sam Poo Kong Temple was carried out using a mix of digital and conventional strategies, involving routine annual promotional activities and the use of digital and direct media. The promotion of the Sam Poo Kong Temple was quite effective in increasing tourist interest. This is evident from the most influential sources of information being interactive social media and personal experiences, particularly promotional videos on TikTok.
STRATEGI PEMASARA DIGITAL DI DAA TARIK WISATA PANTAI PANDAWA, KABUPATEN BADUNG
Pandawa Beach is located in Kutuh Village, Badung Regency, Bali. It features gentle waves, pristine white sand, and stunning limestone cliffs. The main challenge lies in the low optimization of digital marketing, evident from Pandawa Beach's website not appearing in top search results, a lack of marketing expertise, and the absence of a dedicated marketing division. This research aims to analyze the existing marketing conditions at Pandawa Beach tourist attraction and to examine the digital marketing strategies implemented to maximize Pandawa Beach's promotional potential. Data was collected through observation, interviews, documentation, and literature review. The informant selection technique used was purposive sampling. Data was analyzed using a descriptive qualitative method with a Strength, Weakness, Opportunities, and Threats (SWOT) approach. The research findings indicate that Pandawa Beach implements a marketing mix strategy encompassing Product, Price, Place, Promotion, People, Process, and Physical Evidence (7P), as well as Segmentation, Targeting, and Positioning (STP). Its flagship products include natural beauty and the Kecak Dance, offered at affordable prices, with a strategic location, adequate access, and both direct and indirect ticket distribution. A clear organizational structure, systematic services, and aesthetic facilities support tourist comfort. Segmentation includes local, domestic, and international tourists, with an inclusive target market and positioning that highlights a blend of nature and culture in a safe and comfortable environment. Digital marketing optimization remains a challenge, particularly concerning information updates and SEO/SEM implementation. SWOT analysis reveals strengths in nature and culture, weaknesses in basic facilities and digital promotion, opportunities from niche trends and technology, and threats from competition and environmental damage. Recommended strategies include developing cultural and environmental tourism packages, implementing sustainable tourism practices, improving toilet infrastructure, optimizing digital promotion, and strengthening marketing human resources to maximize Pandawa Beach's potential and enhance its competitiveness in Bali and globally.
STRATEGI PEMASARAN WISATA GASTRONOMI AIRGURAKA DI KELURAHAN KASTURIAN, KOTA TERNATE, PROVINSI MALUKU UTARA
Ternate City, Highlighting the role of the home industry Pakesang as the main actor. This traditional spiced beverage not only offers a distinctive taste but also carries strong historical value rooted in the traditions of the Sultanate of North Maluku. Using a qualitative descriptive method with a 7P Marketing Mix approach and SWOT Analysis, this research seeks to formulate a sustainable development strategy. The results indicate that the implementation of the 7P strategy is quite effective in creating product differentiation. It is supported by the authenticity of flavor derived from local ingredients such as candlenuts and the utilization of diverse distribution channels, both retail and e-commerce. However, challenges remain in aspects such as depot location arrangement and packaging design, which are not yet practical for souvenir products. The current AirGuraka market is dominated by domestic tourists, with sales still highly dependent on tourism event calendars. Based on the SWOT analysis, the recommended main strategy is packaging innovation in the form of sachets or mini bottles to expand retail market reach and build partnership with local spice farmers to maintain the stability of raw material supply. Support from local government in improving depot infrastructure is also considered essential to enchance the competitiveness of AirGuraka as a culinary tourism icon of Ternate.
Pengaruh Kepuasan Layanan Wisata Terhadap Minat Kunjungan Ulang Di Taman Mini Indonesia Indah
Cultural tourism is central to Indonesia’s economy and heritage preservation, and Taman Mini Indonesia Indah (TMII) is its largest cultural tourism venue. This study investigates how tourist satisfaction with services shapes revisit intention at TMII. A quantitative survey of 105 visitors administered from March to May 2025 employed the SERVQUAL framework to assess five service quality dimensions: tangibility, reliability, responsiveness, assurance, and empathy. Underpinned by Expectancy Disconfirmation Theory and the Theory of Planned Behavior. Simple linear regression was used to test whether overall service satisfaction predicts revisit intention. Results indicate a positive and statistically significant effect (t = 67.144, p < 0.001), with a coefficient of determination R² = 0.978, implying that service satisfaction explains 97.8% of the variance in revisit intention. These findings underscore the strategic importance of service excellence in sustaining loyalty at a flagship cultural destination. Practically, managers should prioritize visible facility maintenance and cleanliness, consistent and timely service delivery, prompt complaint handling, staff competence that builds trust, and empathetic, personalized interactions. Conceptually, the results align with ECT by showing that satisfaction arising from performance exceeding expectations strengthens intention to return, and with TPB by suggesting that favorable attitudes toward service quality translate into behavioral intentions. Future work could expand the model by incorporating destination image, price perceptions, or satisfaction with specific attractions, and by testing multi-group differences across visitor segments. Strengthening the five SERVQUAL dimensions at TMII can help secure repeat visitation and, by extension, support cultural preservation and tourism-driven economic benefits. Implications for policy are also discussed
REKOMENDASI PENERAPAN KESELAMATAN DAN KESEHATAN KERJA (K3) DI DAYA TARIK WISATA PANTAI KELINGKING, DESA BUNGA MEKAR, KECAMATAN NUSA PENIDA, KABUPATEN KLUNGKUNG
Kelingking Beach in Nusa Penida is a popular tourist destination offering stunning cliff views and white sandy beaches. However, its extreme accessibility and lack of safety facilities contribute to a high risk of tourist accidents. This study aims to identify the current implementation of occupational safety and health (OHS) at the Kelingking Beach tourist attraction and formulate recommendations for a systematic and sustainable OHS implementation strategy. The research method used was a qualitative descriptive approach through in-depth interviews with Kelingking Beach managers, field officers, and tour guides, as well as field observations and documentation. The analysis was conducted using the Haddon Matrix framework to identify the causes of accidents from human factors, hazardous agents, and the environment, as well as the PDCA model and Risk Management Hierarchy to evaluate OHS. The results indicate that accidents are triggered by a combination of steep and slippery paths, a lack of safety facilities, low tourist awareness of hazard risks, and the lack of implementation of an OHS Management System (OHSMS) in accordance with ISO 31000:2009 risk management principles. In conclusion, the implementation of K3 at Kelingking Beach needs to be improved through infrastructure improvements, officer training, signage installation, and emergency evacuation SOPs to reduce accidents and improve tourist safety.
STRATEGI PENGEMBANGAN WISATA KULINER TRADISIONAL DALAM MENDUKUNG PARIWISATA DI ALUN-ALUN KOTA BLITAR
This study aims to identify the potential and formulate appropriate strategies for the development of traditional culinary tourism in Blitar City Square. The research applies a descriptive qualitative method combined with SWOT analysis to obtain comprehensive findings. Data were collected through direct observation at the culinary center, in-depth interviews with traditional culinary business actors, officers of the Tourism Department, and tourists visiting the square, as well as documentation studies to strengthen the validity of the data. The results of the study indicate that Blitar’s traditional culinary delights such as Tahu Lontong, Opak Gambir, Es Pleret, and Es Drop possess strong potential to be promoted as distinctive tourist attractions. These culinary products are not only appreciated for their unique flavors but also for their historical value and the role they play in shaping Blitar’s cultural identity. The friendliness and hospitality of culinary business owners further enhance the experience for visitors, creating a warm atmosphere that encourages repeat visits. Additionally, the annual cultural and culinary event “Blitar Djadoel” has proven to be an effective promotional medium, as it introduces traditional food to a wider audience and strengthens the nostalgic branding of Blitar City. Nevertheless, several challenges remain. Weaknesses identified include limited use of digital platforms for marketing, lack of continuous innovation in menu presentation, and environmental cleanliness issues around the culinary area. These factors may reduce the attractiveness of Blitar Square as a sustainable culinary tourism destination if not addressed properly. Based on the SWOT analysis, the SO (Strength–Opportunity) strategy is prioritized, which emphasizes maximizing internal strengths to capture external opportunities. Recommended actions include intensifying both offline and online promotional efforts, encouraging product innovation while preserving authenticity, and developing creative tourist experiences. Such steps are expected to increase tourist visits and strengthen Blitar City’s image as a culinary tourism destination with unique traditional characteristics.
Analisis Strategi Pemasaran Produk Desa Wisata Munggu Kecamatan Mengwi, Kabupaten Badung
This research aims to determine the current state of the products there and develop product marketing strategies. Observation, interview with managers, Pokdarwis, and related party interviews were conducted using a qualitative descriptive approach. The SWOT Analysis method was used for data analysis. The findings show that Munggu Tourism Village could have traditional tourism (like visiting Mekotek), natural tourism (like trekking through rice fields and going to Munggu Beach), cultural tourism (like dancing, painting, and traditional swings), and artificial tourism (like cooking classes, Beji Melukat Park, and tubing on the Penet River). According to TALC, Munggu Tourism Village is still in the development stage requiring special attention regarding conditions according to the life cycle of the tourism area. Therefore, Munggu Tourism Village needs an effective marketing plan to boost tourism and foster social networks and collaboration. The current tourism potential is not being fully utilized to increase visits and create economic benefits for the local community because the marketing strategy is not sustainable and integrated. This is evident from the product and other elements like price, place, promotion, people, process, and tangible evidence when combined with the Marketing Mix (7P). The Munggu Tourism Village product, which boasts a variety of tourism village products and a strategic location, is shown to have strengths, weaknesses, opportunities, and threats in a SWOT analysis. However, there are weaknesses and threats that occur.
POTENSI AGROWISATA KOPI BERBASIS MASYARAKAT LOKAL SEBAGAI ALTERNATIF DAYA TARIK WISATA DESA WISATA WAEREBO, MANGGARAI, NTT
Waerebo Tourism Village is one of the leading tourist destinations in East Nusa Tenggara (NTT) Province, renowned for its natural beauty and the unique architecture of its traditional Mbaru Niang houses. In addition to these attractions, the village has also begun to develop coffee agrotourism as a complementary tourism product. The development of coffee agrotourism is carried out by utilizing the available resources within the local environment. This study aims to examine the current condition of community-based coffee agrotourism in Waerebo Tourism Village, to identify internal and external factors influencing its develop ment, and to formulate strategies that can be implemented to support its growth. To achieve these objectives, the study employs a qualitative descriptive research method through field observations, interviews, literature review, and documentation. Informants were selected using purposive sampling, while data were analyzed using qualitative descriptive techniques and SWOT analysis. The findings indicate that the coffee agrotourism products developed by the local community meet the 5S criteria in tourism product development standards. However, coffee agrotourism has not yet become the main focus of tourism attraction development in Waerebo Village. Furthermore, the identification of internal and external factors revealed several elements that influence the development of coffee agrotourism in Waerebo, including: the village's status as a well-known tourist destination; community awareness of the importance of preserving Waerebo’s culture and natural environment; fertile agricultural land; farming as the main livelihood of the local population; the community’s openness to visitors; limited accommodation facilities; coffee agrotourism packages that require a relatively long length of stay; underdeveloped promotional efforts; most plantations being located far from the village and having limited access; advancements in information technology; collaborative partnerships with various stakeholders; the existence of two residential areas for the local population; the influence of technological development in agriculture; and the potential for internal conflict among local residents. The strategies formulated through the SWOT matrix analysis include: development of flexible coffee agrotourism attractions, provision of alternative accommodations, enhancement of promotional activities, implementation of an online reservation and payment system, development of creative and educational tour packages, establishment of functional working groups, and strategies for community outreach and education.
Analisis Strategi Pemasaran Digital Produk Wisata Kaura Bali Di Desa Manggis, Karangasem
Kaura Bali, established in March 2021, is a community-based tourist attraction offering participatory experiences that involve local communities in activities such as traditional cooking classes and VCO-making. While the destination has unique cultural and rural tourism products, its digital marketing remains underdeveloped due to the absence of a professional marketing division and limited human resources. This study analyses internal and external factors affecting Kaura Bali’s marketing efforts and formulates strategies to strengthen its digital presence. Data were collected through observation, interviews, literature review, and documentation, with purposive sampling applied to select informants. A qualitative descriptive method with a SWOT approach was used for data analysis. The results of this research is Kaura Bali applies a marketing mix consisting of product, price, distribution, promotion, person, process, and physical evidence. Strengths include authentic community involvement, cultural preservation, natural surroundings, and adequate facilities, while weaknesses lie in limited digital promotion and a less strategic location. Market segmentation targets both domestic and international tourists, with positioning focused on community-based and culturally rich rural tourism. Recommended strategies emphasize enhancing local identity in digital content, establishing a skilled digital marketing team, creating a consistent content calendar, and optimizing independent promotion through digital platforms to expand market reach and competitiveness.
ANALISIS STRATEGI PENGELOLAAN DAYA TARIK WISATA BALI FARM HOUSE DALAM MENINGKATKAN KEPUASAN PENGUNJUNG GENERASI Z
Bali Farm House tourist attraction is a newly developed educational and agricultural tourist destination in Buleleng, Bali. Although it has great potential and attractions that match Generation Z preferences, such as interaction activities with animals, instagramable landscapes, and agricultural learning, there are still complaints related to services, facilities, and tourist experiences that have not been maximized. This study aims to analyze the management of the Bali Farm House tourist attraction as well as the strategies applied in increasing the satisfaction of Generation Z visitors. This research uses a descriptive qualitative approach with management theory (Planning, Organizing, Actuating, Controlling) to examine management aspects and SWOT analysis to develop management strategies. Data were collected through in-depth interviews, field observations, documentation, and literature studies. Informants were selected using purposive sampling and snowball sampling techniques, consisting of managers and Generation Z visitors. The results showed that the management of Bali Farm House tourist attraction has shown positive initiatives in planning and implementing educational attractions, but there are still weaknesses in the aspects of supervision and organization. The management strategy prepared through SWOT analysis produces a combination of S-O and W-O strategies, such as improving the quality of human resources, adding supporting facilities, and strengthening targeted digital promotions. This strategy is expected to create a better tourism experience and increase visitor satisfaction, especially Generation Z.
OPTIMALISASI PELIBATAN MASYARAKAT LOKAL DALAM PENGEMBANGAN DESA WISATA COMPANG TODO KABUPATEN MANGGARAI
Compang Todo Tourism Village is one of the tourist destinations located in Manggarai Regency, East Nusa Tenggara Province. This village is recognized as a cultural tourism destination that is closely tied to local wisdom and possesses distinctive features that serve as unique tourist attractions. However, the involvement of the local community in the development and management of tourism attractions in the village remains suboptimal, thereby hindering efforts to achieve sustainable tourism development. This study aims to examine the level of community participation in the development of tourist attractions in Compang Todo Tourism Village and to formulate strategies for optimizing their involvement. A qualitative descriptive approach was employed in this research, with data collection methods including in-depth interviews, direct observation, literature review, and documentation. Informants were selected using purposive sampling. Data analysis was conducted using the SOAR (Strengths, Opportunities, Aspirations, Results) framework to identify internal and external factors influencing community participation in the development of Compang Todo Tourism Village. The results indicate that the level of community participation, based on Cohen and Uphoff’s (1977) classification, remains limited at the implementation stage, particularly in the execution of tourism attractions based on the village's traditional weaving potential. Based on the SOAR analysis, ten development strategies were formulated: community empowerment and participation, development of traditional weaving attractions, training and mentoring for local residents, creation of tourism packages, development of cultural performances, strengthening of the creative economy, sustainable tourism management, improvement of tourism facilities, promotion of community-based tourism, and enhancement of marketing and promotional efforts for Compang Todo's tourism attractions. These findings highlight the importance of an inclusive and participatory approach in realizing sustainable, community-oriented tourism development.
DAMPAK PENGEMBANGAN EKOWISATA MANGROVE TERHADAP MASYARAKAT LOKAL BATU LUMBANG DI DESA PEMOGAN, KOTA DENPASAR
The development of Batu Lumbang Mangrove Ecotourism in Pemogan Village, South Denpasar, is a community-based effort aimed at preserving the environment while improving the welfare of the local community. This area, which was previously quiet and unproductive, has now become an eco-friendly tourist destination with main activities such as mangrove tours, environmental education, and conservation. This phenomenon is worth studying because, in addition to its economic impacts, it also generates social dynamics within the community that can be analyzed using Doxey's Theory (1975). This research uses a qualitative descriptive approach with data collection techniques through in-depth interviews, field observations, and documentation studies. Informants consist of managers, local communities, and other related parties. The data obtained is analyzed by linking field findings to the concepts of ecotourism development, community participation, and Doxey's theory up to the annoyance stage. The results of the study show that the development of ecotourism has been taking place gradually since 2005, involving the fishing community as the main actors. Based on Doxey's theory, the Batu Lumbang community has gone through stages ranging from euphoria to apathy to early signs of annoyance, particularly in relation to the issue of waste carried by the river and limited human resources. Nevertheless, the relationship between the community and tourists remains positive thanks to the efforts of the managers in providing opportunities for participation through discussion forums and training. From an economic perspective, this ecotourism initiative has increased income, created jobs, and promoted equitable distribution of benefits, while maintaining environmental sustainability through the concept of limited tourism.
PENGARUH KUALITAS PELAYANAN TERHADAP NIAT BERKUNJUNG KEMBALI KE THANK GOD IT’S FESTIVAL 2025
Music tourism in Indonesia is rapidly growing, providing significant economic, social, and cultural impacts. Music festivals serve not only as entertainment but also as a means to promote tourism and create job opportunities. Bali, as a world-class tourist destination, has capitalized on this by hosting various music festivals, including the Thank God It’s Festival (TGIF), which has attracted many visitors since 2023. However, challenges in service quality need to be addressed to encourage repeat visits, supporting tourism development and the local economy. This study uses a quantitative approach supplemented by qualitative data, involving 100 respondents selected through purposive sampling. A 5-point Likert scale questionnaire was employed to measure the effect of service quality on the intention to revisit. Data analysis was conducted using SPSS 25, including validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and determination coefficient to empirically illustrate the relationships between variables. The results show that among five aspects of service quality, only the assurance aspect—covering safety, trust, professionalism, and clarity of information—significantly influences visitors' intention to return. Collectively, all five aspects significantly contribute to this intention, accounting for 18.4%, while the remaining 81.6% is influenced by other factors such as artist lineup, ticket price, event location, friends, and promotion. Interviews reveal that the artist lineup is the main reason visitors choose to return, although good service quality remains essential as a basic standard to ensure a comfortable and memorable festival experience.
STRATEGI PEMASARAN DAYA TARIK WISATA GUNUNG KELUD DI KABUPATEN KEDIRI, JAWA TIMUR
Mount Kelud is the only natural attraction in the form of mountains equipped with the beauty of a crater lake. To fully utilize the potential of this tourist area, an effective marketing strategy is needed to increase and optimize the number of tourist visits. This study uses a descriptive qualitative approach. Data collection was carried out through observation, interviews, literature studies, and documentation. The data was then analyzed using three methods, namely data reduction, data presentation, drawing conclusions, and SWOT analysis. This study aims to analyze the constraints of the 7P marketing mix and STP (segmenting, targeting, and positioning) marketing strategies using SWOT analysis on the tourist appeal of Mount Kelud in Kediri Regency, East Java. Through the SWOT analysis method, this study identifies the main strengths of tourist attractions, but there are also challenges that need to be overcome, such as obstacles in the 7P marketing mix that can hinder improvements in marketing performance. From this study, there are several strategies that can be done such as preserve the environment, culture, and man-made attractions, develop thematic tour packages, provide an eco-friendly shuttle bus program, intensify promotions, highlight the uniqueness of attractions and distinctive, improve the quality of tourism services, optimize existing promotions and provide promotional information in multiple languages.
Strategi Pengembangan Kelompok Sadar Wisata (Pokdarwis) dalam Pemasaran Digital Produk Wisata Desa Gubug Tabanan
This research focuses on enhancing the role of the Tourism Awareness Group (Pokdarwis) in the digital marketing of tourism products in Gubug Village, Tabanan. Gubug Village possesses cultural and natural potential but faces challenges in optimizing promotion, as well as limitations in human resources and funding within the digital marketing domain. This study aims to analyze the current role of Pokdarwis and to formulate effective digital marketing strategies to strengthen this role. The research employed a qualitative descriptive method, with data collected through in-depth interviews with Pokdarwis members and analysis of relevant documents. Data analysis utilized the Segmenting, Targeting, Positioning (STP) approach to understand the target market, and SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) to identify internal and external factors influencing tourism development. The findings indicate that Pokdarwis possesses significant strengths in authentic cultural heritage and a clear development vision, yet it has weaknesses in public outreach and digital marketing capacity. Conversely, there are substantial opportunities arising from increasing tourist interest in culture and academic support, but also threats from intense competition and digital misinformation. Based on this analysis, four types of digital marketing strategies were formulated: SO Strategy (leveraging authentic culture and digital collaboration), WO Strategy (enhancing digital human resource capacity and website optimization), ST Strategy (cultural content differentiation and building a digital community), and WT Strategy (digital funding diversification and developing an online reputation protocol). The implementation of these strategies is expected to significantly increase Gubug Village's visibility and appeal, strengthen Pokdarwis's role, and support sustainable village tourism development.
PENGARUH CELEBRITY ENDORSEMENT PADA MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN MENGINAP TAMU DI HOTEL THE WESTIN RESORT NUSA DUA, BALI
This study investigates the influence of celebrity endorsement on Instagram on guests' decision to stay at a five-star premium brand hotel, The Westin Resort Nusa Dua, Bali. A premium five-star hotel is defined as a luxury establishment with international standards, exclusive services, and comprehensive facilities, professionally managed to provide accommodation and various amenities for guests.The population for this study comprised all guests who stayed at The Westin Resort Nusa Dua, Bali, in 2024, totaling 176,488 individuals. A sample of 100 participants was determined using the Slovin formula and selected through purposive sampling. The key criterion for participant selection was that they must have previously stayed at The Westin Resort Nusa Dua, Bali. Data were collected via questionnaires and analyzed using simple linear regression. The findings indicate that celebrity endorsement has a significant positive influence on guests' decision to stay at The Westin Resort Nusa Dua. This suggests that the more effective the celebrity endorsement is, the more likely it is to increase guests' decisions to book a stay at the hotel.
IDENTIFIKASI BAURAN PROMOSI DAN MINAT WISATAWAN BERKUNJUNG KE WISATA KULINER (Studi Kasus Kunjungan Aktor Ternama Gavin Casalegno di Kafe Gigi Susu, Canggu, Bali)
This study aims to identify the promotional mix and visitor interest in the Milk Tooth Cafe culinary destination located in Canggu, Bali. The focus of the study was directed at the viral phenomenon of the visit by the famous American actor, Gavin Casalegno, which had a significant impact on the cafe's image and popularity. This study used qualitative research methods with data collection techniques through observation, semi-structured interviews, documentation, and literature review. The results indicate that Milk Tooth Cafe implemented a promotional mix consisting of five main components: advertising, sales promotion, public relations, personal selling, and direct marketing. Digital advertising through collaboration with influencers proved to be the most effective strategy in attracting tourists, especially in the era of social media use to enhance the brand image and popularity of culinary tourism businesses. Furthermore, based on Ferdinand's (2002) theory of visitor interest, it was found that preferential interest had the strongest influence, with many visitors coming due to emotional connections with Gavin Casalegno and growing viral trends on TikTok and Instagram. These findings suggest that celebrity-based promotions and digital media can significantly increase the appeal of culinary tourism destinations. This research is expected to be a reference for culinary business actors in implementing effective promotional strategies to increase competitiveness in the tourism industry. This study is expected to serve as a reference for culinary business actors in implementing effective promotional strategies to enhance competitiveness in the tourism industry, especially in the rapidly developing digital era. By optimizing the right promotion mix, business actors can create synergy between marketing factors and consumer preferences to achieve maximum business objectives.
BACK MATTER JURNAL DESTINASI PARIWISATA VOL. 13 NO. 2 2025
Editorial Team Jurnal Destinasi Pariwisata
Hak Cipta (c) 2025 Jurnal Destinasi Pariwisata https://creativecommons.org/licenses/by-nc-nd/4.0
FRONT MATTER JURNAL DESTINASI PARIWISATA VOL. 13 NO. 2 2025
STRATEGI PEMASARAN DIGITAL UNTUK MENDUKUNG UMKM DI SALOKA THEME PARK, SEMARANG
The purpose of this study was to identify the forms of collaboration or support Saloka Theme Park provides to MSMEs through published digital content and activities. Researchers used a qualitative descriptive method, conducting observations and interviews with managers, visitors, and MSMEs. This study found that Saloka Theme Park's use of social media plays a crucial role in enhancing promotions, expanding market reach, and strengthening relationships with consumers. Through digital platforms such as Instagram, TikTok, and WhatsApp, businesses can attractively display products, communicate directly with customers, and introduce local potential to the wider community. These promotional activities not only increase MSME sales and revenue but also contribute to strengthening Saloka Theme Park's image as a leading tourist destination that supports the creative economy and community empowerment. Furthermore, the collaboration between MSMEs and Saloka management demonstrates positive synergy in building a sustainable, inclusive, and highly competitive tourism ecosystem, thereby driving local economic growth around the tourist area
Strategi Pengembangan Wisata Astronomi di Desa Warnasari Kecamatan Pangalengan, Kabupaten Bandung, Jawa Barat
Astronomy tourism (astrotourism) is a form of sustainable tourism that utilizes the quality of the night sky as the main attraction through activities such as stargazing, night sky photography, and astronomy education. Desa Warnasari, located in Pangalengan District, Bandung Regency, has significant potential for astrotourism development due to its highland landscape, relatively low light pollution in several areas, cool climate, and tranquil rural environment. However, astrotourism has not yet been formally developed as part of the village tourism program. This study aims to analyze the potential, challenges, and development strategies of astronomy tourism in Desa Warnasari. The research employs a descriptive method with a SWOT analysis approach. Data were collected through surveys, observations, and interviews involving local communities, tourism actors, and an astronomy community (ASTRADA). The analysis focuses on identifying internal factors (strengths and weaknesses) and external factors (opportunities and threats) related to astrotourism development. The results show that Desa Warnasari has strong environmental advantages, including dark sky conditions, open landscapes, and a peaceful atmosphere that supports astronomy observation activities. Nevertheless, key challenges include limited community knowledge of astronomy, the absence of specific institutions managing astrotourism, lack of supporting facilities, and potential threats from increasing light pollution and weather uncertainty. Based on the SWOT analysis, the most relevant and sustainable strategy is the establishment of a tourism awareness group (Pokdarwis) focused on astronomy tourism, supported by collaboration with astronomy communities. This strategy is expected to enhance local capacity, strengthen environmental management, and ensure the sustainable development of astronomy tourism in Desa Warnasari.