Identitas Budaya dalam Politik Pariwisata: Promosi Strategis Gua Laulawi oleh Otoritas Lokal
Keywords:
Cultural Identity, Tourism Politics, Local Government, Marketing Communication, Destination Promotion
Abstract
This article examines the tourism promotion strategies employed by the Tourism Office of Buton Tengah Regency in marketing the Laulawi Cave tourist attraction, with an emphasis on the role of cultural identity as an instrument in local tourism politics. The study aims to analyze the form and effectiveness of marketing communication strategies used by local authorities and to evaluate the outcomes of the strategic plans implemented. This research adopts a descriptive qualitative approach, utilizing data collection techniques such as in-depth interviews, direct observation, document analysis, and literature review. The findings reveal that the applied promotional strategies consist of seven main components: advertising, sales promotion, event and experiential marketing, public relations, direct marketing, word-of-mouth marketing, and personal selling. Local cultural identity is positioned as the central attraction across all promotional efforts, highlighting how tourism policy functions as a means of constructing and reinforcing regional imagery. These findings contribute to the broader discourse in social and political sciences, particularly in understanding how local cultural symbols are articulated in tourism destination promotion strategies. The study recommends the importance of integrating cultural narratives with sustainable marketing strategies to support identity-based tourism development.
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References
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Syafrini, D., Fadhil Nurdin, M., Sugandi, Y. S., & Miko, A. (2020). The impact of multiethnic cultural tourism in an Indonesian former mining city. Tourism Recreation Research, 45(4), 511–525.
Torkington, K., Stanford, D., & Guiver, J. (2020). Discourse (s) of growth and sustainability in national tourism policy documents. Journal of Sustainable Tourism, 28(7), 1041–1062.
Verheijen, B., & Darma Putra, I. N. (2020). Balinese cultural identity and global tourism: the Garuda Wisnu Kencana Cultural Park. Asian Ethnicity, 21(3), 425–442.
Viartasiwi, N., Trihartono, A., & Hara, A. E. (2020). Unpacking Indonesia’s cultural diplomacy: potentials and challenges. International Journal Sustainable Future for Human Security, 7(2), 23–31.
Yang, W., Chen, Q., Huang, X., Xie, M., & Guo, Q. (2022). How do aesthetics and tourist involvement influence cultural identity in heritage tourism? The mediating role of mental experience. Frontiers in Psychology, 13, 990030.
Zhu, Y. (2023). Memory, homecoming and the politics of diaspora tourism in China. Tourism Geographies, 25(1), 95–112. https://doi.org/10.1080/14616688.2020.1844286
Adawiyah, W. R., Praptapa, A., Kusuma, P. D. I., & Sholikhah, Z. (2020). Promoting Local Potential as a Strategy to Develop Tourism Village. Geo Journal of Tourism and Geosites, 31(3), 1113–1118.
Afdhal, A. (2023). Peran Perempuan dalam Perekonomian Lokal Melalui Ekowisata di Maluku: Tinjauan Sosio-Ekologi dan Sosio-Ekonomi. RESIPROKAL: Jurnal Riset Sosiologi Progresif Aktual, 5(2), 208–224.
Bourdieu, P. (1986). The Forms of Capital BT - Handbook of Theory and Research for the Sociology of Education (J. Richardson (ed.); pp. 241–258). Greenwood.
Coppenger, C., & Lee, S. H. (2021). Tourism on the island of Buton in eastern Indonesia. Journal of Hospitality & Tourism Cases, 9(3), 57–68.
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5 (ed.)). Sage Publications.
Denzin, N. K., & Lincoln, Y. S. (2018). The Sage Handbook of Qualitative Research (5th ed.). Sage Book.
Edwards, R., & Holland, J. (2020). Reviewing challenges and the future for qualitative interviewing. International Journal of Social Research Methodology, 23(5), 581–592. https://doi.org/10.1080/13645579.2020.1766767
Fadli, M., Susilo, E., Puspitawati, D., Ridjal, A. M., Maharani, D. P., & Liemanto, A. (2022). Sustainable Tourism as a Development Strategy in Indonesia. Journal of Indonesian Tourism & Development Studies, 10(1).
Fahrizal, M., Sundari, R., Shiddiqi, M. A. A., & Rani, F. (2022). The strategy of the Indonesian government in implementing the Wonderful Indonesia digital diplomacy program. KEMUDI: Jurnal Ilmu Pemerintahan, 7(1), 47–65.
Fatmawati, E. (2021). Strategies to grow a proud attitude towards Indonesian cultural diversity. Linguistics and Culture Review, 810–820.
Idris, I., Adi, K. R., Firmansyah, R., Nadhianty, A., Mobaroq, M. H., Putri, P. G., Pratama, A. S., & Wahono, E. R. (2021). Developing smart tourism using virtual reality as a tourism promotion strategy in Indonesia. Geo Journal of Tourism and Geosites, 35(2), 332–337.
Idris, I., Suyuti, A., Supriyanto, A. S., & As, N. (2022). Transformational leadership, political skill, organizational culture and employee performance: A case study from tourism company in Indonesia. Geojournal of Tourism and Geosites, 40(1), 104–110.
Indrayani, H., Satriya, C. Y., & Kumalasari, A. (2021). Indigenous Experience as a Strategy to Develop Rural Tourism Identity. Jurnal Kawistara, 11(2), 228–238.
Kirby, J. (2017). Fleshing Out an Ecological Habitus. Nature and Culture, 12(2), 89–114. https://www.jstor.org/stable/26430637
Kubickova, M., & and Campbell, J. M. (2020). The role of government in agro-tourism development: a top-down bottom-up approach. Current Issues in Tourism, 23(5), 587–604. https://doi.org/10.1080/13683500.2018.1551338
Light, D., Creţan, R., Voiculescu, S., & Jucu, I. S. (2020). Introduction: Changing tourism in the cities of post-communist central and eastern Europe. Journal of Balkan and Near Eastern Studies, 22(4), 465–477.
Mažeikienė, N., & Gerulaitienė, E. (2022). Negotiating post-nuclear identities through tourism development in the ‘atomic town’Visaginas. Journal of Baltic Studies, 53(3), 437–457.
Menayang, A. P., & Marta, R. F. (2020). Branding of North Sulawesi tourism through the hexagon of competitive identity. Jurnal Studi Komunikasi, 4(2), 410–434.
Mora, J. M. B., López, J. C. G., Revelo, O. E., & Mera, E. J. B. (2023). Identity, culture and heritage as tourism tools in their digital marketing strategies. FACE: Revista de La Facultad de Ciencias Económicas y Empresariales, 23(1), 131–144.
Murti, D. C. W., & Ratriyana, I. N. (2021). Parade of diversity: Representations of places and identities of Indonesia through tourism brochures. International Journal of Media & Cultural Politics, 17(2), 139–159.
Murti, D. C. W., Ratriyana, I. N., & Asmoro, I. D. (2023). “Dream Now, Travel Tomorrow”: Communicating the Nation Branding of Indonesia through Tourism-Based Social Media. Howard Journal of Communications, 34(3), 293–314.
Nobre, H., & and Sousa, A. (2022). Cultural heritage and nation branding – multi stakeholder perspectives from Portugal. Journal of Tourism and Cultural Change, 20(5), 699–717. https://doi.org/10.1080/14766825.2021.2025383
Nurjaya, I. N. (2023). Legal policy of sustainable tourism development: toward community-based tourism in Indonesia. Journal of Tourism Economics and Policy, 2(3), 123–132.
Oe, H., Yamaoka, Y., & Ochiai, H. (2022). A Qualitative Assessment of Community Learning Initiatives for Environmental Awareness and Behaviour Change: Applying UNESCO Education for Sustainable Development (ESD) Framework. International Journal of Environmental Research and Public Health, 19(6), 3528. https://doi.org/10.3390/ijerph19063528
Oppermann, K., & Spencer, A. (2022). Narrative analysis. In Routledge handbook of foreign policy analysis methods (pp. 117–132). Routledge.
Paddison, B., & and Hall, J. (2023). Tourism policy, spatial justice and COVID-19: lessons from a tourist-historic city. Journal of Sustainable Tourism, 31(12), 2809–2824. https://doi.org/10.1080/09669582.2022.2095391
Quinn, B., Alba, C., Kristina, L., David, M., & and Smith, A. (2021). Festivals, public space and cultural inclusion: public policy insights. Journal of Sustainable Tourism, 29(11–12), 1875–1893. https://doi.org/10.1080/09669582.2020.1858090
Rahman, M. S.-U.-, David, S., Michael C., S., & and Ratna, N. N. (2022). Social and cultural capitals in tourism resource governance: the essential lenses for community focussed co-management. Journal of Sustainable Tourism, 30(11), 2665–2685. https://doi.org/10.1080/09669582.2021.1903016
Russo, F., & Cotta, M. (2020). Political representation: concepts, theories and practices in historical perspective. In Research handbook on political representation (pp. 3–15). Edward Elgar Publishing.
Safari, A., Hariyani, N. N., Desembrianita, E., Purnomo, H., & Fkun, E. (2023). Cultural Identity As Tourism Promotion Strategy In Malioboro Batik Market. Riwayat: Educational Journal of History and Humanities, 6(3), 1296–1301.
Scherer, E., & and Thelen, T. (2020). On countryside roads to national identity: Japanese morning drama series (asadora) and contents tourism. Japan Forum, 32(1), 6–29. https://doi.org/10.1080/09555803.2017.1411378
Sukma, B. P. (2021). Constructing and promoting national identity through tourism: A multimodal discourse analysis of Indonesian official tourism website. Linguistik Indonesia, 39(1), 63–77.
Syafrini, D., Fadhil Nurdin, M., Sugandi, Y. S., & Miko, A. (2020). The impact of multiethnic cultural tourism in an Indonesian former mining city. Tourism Recreation Research, 45(4), 511–525.
Torkington, K., Stanford, D., & Guiver, J. (2020). Discourse (s) of growth and sustainability in national tourism policy documents. Journal of Sustainable Tourism, 28(7), 1041–1062.
Verheijen, B., & Darma Putra, I. N. (2020). Balinese cultural identity and global tourism: the Garuda Wisnu Kencana Cultural Park. Asian Ethnicity, 21(3), 425–442.
Viartasiwi, N., Trihartono, A., & Hara, A. E. (2020). Unpacking Indonesia’s cultural diplomacy: potentials and challenges. International Journal Sustainable Future for Human Security, 7(2), 23–31.
Yang, W., Chen, Q., Huang, X., Xie, M., & Guo, Q. (2022). How do aesthetics and tourist involvement influence cultural identity in heritage tourism? The mediating role of mental experience. Frontiers in Psychology, 13, 990030.
Zhu, Y. (2023). Memory, homecoming and the politics of diaspora tourism in China. Tourism Geographies, 25(1), 95–112. https://doi.org/10.1080/14616688.2020.1844286
Published
2023-10-30
How to Cite
Fazlin, F., Sopacua, Y., & Nahuaway, Y. (2023). Identitas Budaya dalam Politik Pariwisata: Promosi Strategis Gua Laulawi oleh Otoritas Lokal. Populis: Jurnal Ilmu Sosial Dan Ilmu Politik, 16(2), 221-237. https://doi.org/10.30598/populisvol16iss2pp221-237
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Articles
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