Melampaui Promosi: Tata Kelola, Kapasitas Institusional, dan Strategi Pemasaran dalam Pengembangan Destinasi Pariwisata Pinggiran
Keywords:
Tourism Governance, Institutional Capacity, Promotion Mix, Peripheral Tourism Development, Sustainable Tourism Promotion
Abstract
This article aims to evaluate governance, institutional capacity, and marketing strategies in the development of peripheral tourism destinations, using Matakus Beach in the Tanimbar Islands Regency as a case study. The study employs a descriptive qualitative approach, with data collected through in-depth interviews, observation, and document analysis of promotional practices implemented by the local Tourism Office. The findings reveal that the promotion strategies applied align with the principles of the promotion mix, utilizing advertising, sales promotion, direct marketing, and public relations. However, personal selling methods have not been optimally implemented. The main challenges identified include budget constraints and limited human resources, which have affected the effectiveness of the promotional strategies. These findings contribute to a deeper understanding of the importance of strengthening institutional capacity in peripheral regions to support sustainable tourism promotion. The novelty of this study lies in its integration of governance and institutional capacity analysis into the evaluation of destination marketing strategies in peripheral areas, which have traditionally focused primarily on promotional aspects. Recommendations are proposed to ensure that the development of peripheral tourism destinations prioritizes not only intensified promotion efforts but also institutional restructuring and resource strengthening as foundations for tourism sustainability. This article is expected to contribute to the advancement of theory and practice in the social sciences and humanities, particularly in the fields of governance and regional tourism marketing studies.
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References
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Almeida, J., & Belezas, F. (2022). The rise of half-tourists and their impact on the tourism strategies of peripheral territories. In Tourism entrepreneurship in Portugal and Spain: Competitive landscapes and innovative business models (pp. 181–191). Springer.
Buhalis, D. (2022). Tourism management and marketing in transformation: preface.
Buhalis, D., Leung, X. Y., Fan, D., Darcy, S., Chen, G., Xu, F., Tan, G. W.-H., Nunkoo, R., & Farmaki, A. (2023). Tourism 2030 and the contribution to the sustainable development goals: the tourism review viewpoint. Tourism Review, 78(2), 293–313.
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5 (ed.)). Sage Publications.
Dwiningwarni, S. S., Indrawati, M., Ali, M., & Andari, S. Y. D. (2021). Development of Tourism Villages Based on Promotion Integration Through Websites. Engagement: Jurnal Pengabdian Kepada Masyarakat, 5(2), 468–479.
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 SE-Articles). https://doi.org/10.30598/populisvol16iss2pp221-237
Gato, M. A., Costa, P., Cruz, A. R., & Perestrelo, M. (2022). Creative tourism as boosting tool for placemaking strategies in peripheral areas: Insights from Portugal. Journal of Hospitality & Tourism Research, 46(8), 1500–1518.
Hidayati, A. F., & Siregar, Y. A. (2024). Commodification of Local Culture in The Development of Wayang Villages Tourism. Baileo: Jurnal Sosial Humaniora, 1(2), 176–191.
Horeczki, R., & Kovács, I. P. (2023). Governance challenges of resilient local development in peripheral regions. In Resilience and regional development (pp. 279–299). Edward Elgar Publishing.
Hunihua, R. I. (2023). Strategi Pengembangan Pariwisata Hijau: Urgensi Regulasi dan Sinergi Multisektoral di Kota Ambon. Populis: Jurnal Ilmu Sosial Dan Ilmu Politik, 16(1), 85–103.
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.
Irpan, M., Wibisono, G., Kurnianti, I., Sukmana, R. A., & Shaddiq, S. (2021). Utilization of digital communication in promotion of Riverbank tour destination at Marabahan Barito Kuala in era 4.0. Proceedings on Engineering, 3(4), 453–462.
Leite, H. de L. K., Binotto, E., Padilha, A. C. M., & de Oliveira Hoeckel, P. H. (2023). Cooperation in rural tourism routes: Evidence and insights. Journal of Hospitality and Tourism Management, 57, 84–96.
Lester, J. N., Cho, Y., & Lochmiller, C. R. (2020). Learning to do qualitative data analysis: A starting point. Human Resource Development Review, 19(1), 94–106.
Majdak, P., & de Almeida, A. M. M. (2022). Pre-emptively managing overtourism by promoting rural tourism in low-density areas: Lessons from Madeira. Sustainability, 14(2), 757.
Makkonen, T., & Williams, A. M. (2024). Cross-border tourism and innovation system failures. Annals of Tourism Research, 105, 103735.
Manning, S., & Richter, C. (2023). Upgrading against the odds: How peripheral regions can attract global lead firms. Journal of International Business Policy, 6(1), 1–23.
Mattila, H., Purkarthofer, E., & Humer, A. (2023). Governing ‘places that don’t matter’: agonistic spatial planning practices in Finnish peripheral regions. Territory, Politics, Governance, 11(4), 813–832.
Meyer, C., Gerlitz, L., & Klein, M. (2022). Creativity as a key constituent for smart specialization strategies (S3), what is in it for peripheral regions? Co-creating sustainable and resilient tourism with cultural and creative industries. Sustainability, 14(6), 3469.
Mich, L., & Garigliano, R. (2023). ChatGPT for e-Tourism: a technological perspective. Information Technology & Tourism, 25(1), 1–12.
Nurhasanah, I. S., & Van den Broeck, P. (2022). Towards a sustainable metamorphosis of a small island tourism: dynamizing capacity building, alternating governance arrangements, and emerging political bargaining power. Sustainability, 14(12), 6957.
Patton, M. Q. (2015). Qualitative Research & Evaluation Methods: Integrating Theory and Practice (4th (ed.)). SAGE Publications.
Pshenichnykh, Y., & Novi, I. (2023). The role of information technology in promoting a tourist destination. International Journal of Media and Information Literacy, 8(2), 350–359.
Purwaningwulan, M. M., & Dwi Ramdan, T. (2021). Digital promotion of local tourist destinations in the New normal Era and Its effect on the economy in Indonesia. Journal of Eastern European and Central Asian Research, 8(2), 29–40.
Rafdinal, W., Susanto, E., Novianti, S., & Juniarti, C. (2021). Is smart tourism technology important in predicting visiting tourism destination? Lessons from West Java, Indonesia. Journal of Tourism Sustainability, 1(2), 102–115.
Ray, S. (2022). Technology and destination promotion in Asian tourism: Challenges, changes, and bearing. In Handbook of technology application in tourism in Asia (pp. 377–402). Springer.
Ristiawan, R., Huijbens, E., & Peters, K. (2023). Projecting development through tourism: Patrimonial governance in Indonesian geoparks. Land, 12(1), 223.
Rocca, L. H. D., & Zielinski, S. (2022). Community-based tourism, social capital, and governance of post-conflict rural tourism destinations: the case of Minca, Sierra Nevada de Santa Marta, Colombia. Tourism Management Perspectives, 43, 100985.
Rodrigues, V., Eusébio, C., & Breda, Z. (2023). Enhancing sustainable development through tourism digitalisation: a systematic literature review. Information Technology & Tourism, 25(1), 13–45.
Sapulette, A. N., & Telusa, S. (2024). Strategi Komunikasi Terintegrasi Berbasis Paradigma Marketing: Upaya Museum Siwalima dalam Keterlibatan Generasi Muda. Populis: Jurnal Ilmu Sosial Dan Ilmu Politik, 17(1 SE-Articles). https://doi.org/10.30598/populisvol17iss1pp95-109
Singh, U., Upadhyay, S. P., & Jha, I. (2022). The co-production of space in a tourist city: A case of Dharamshala. Cities, 131, 103998.
Sorokina, E., Wang, Y., Fyall, A., Lugosi, P., Torres, E., & Jung, T. (2022). Constructing a smart destination framework: A destination marketing organization perspective. Journal of Destination Marketing & Management, 23, 100688.
Verdini, G. (2021). Creative-led strategies for peripheral settlements and the uneasy transition towards sustainability. International Planning Studies, 26(2), 149–164.
Vindrola-Padros, C., & Johnson, G. A. (2020). Rapid Techniques in Qualitative Research: A Critical Review of the Literature. Qualitative Health Research, 30(10), 1596–1604. https://doi.org/10.1177/1049732320921835
Wali, B. (2023). Transformasi Pariwisata Berbasis Ekosistem Lintas Sektor: Model Pengembangan dan Penilaian Daya Tarik Ekosistem Pariwisata di Pantai Kairatu, Maluku. Populis: Jurnal Ilmu Sosial Dan Ilmu Politik, 16(2 SE-Articles). https://doi.org/10.30598/populisvol16iss2pp164-184
Published
2024-10-30
How to Cite
Moriolkosu, J. R., Rumra, F., & Bandjar, A. (2024). Melampaui Promosi: Tata Kelola, Kapasitas Institusional, dan Strategi Pemasaran dalam Pengembangan Destinasi Pariwisata Pinggiran. Populis: Jurnal Ilmu Sosial Dan Ilmu Politik, 17(2), 141-154. https://doi.org/10.30598/populisvol17iss2pp141-154
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