Strengthening Natural Tourism Empowerment Construction through Brand Strategy - Based Online Marketplace

Anak Agung Sagung Alit WIDYASTUTY; Muslichah Erma WIDIANA

Anak Agung Sagung Alit WIDYASTUTY PGRI Adi Buana University Surabaya, Indonesia
Muslichah Erma WIDIANA Bhayangkara University Surabaya, Indonesia

Abstract

This study aimed to focus on strengthening the construction of natural tourism empowerment through a brand strategy-based online marketplace. The analytical tool in this study was A’WOT analysis, which is a combination of AHP analysis and SWOT analysis. Data collection methods were through observation, documentation, and interviews with stakeholders, including representatives of the Bangkalan Regency Tourism and Culture Office, Situbondo Regency Tourism and Culture Office, and two tourism industry observers. The results showed that if all programs are implemented and executed by referring to the legal basis set by the government, then the strengthening of natural tourism empowerment construction through a brand strategy-based online marketplace can be achieved and can improve the economic development in a community, especially in Bangkalan Regency. The strengthening of its construction is by managing the website through the online promotion of tourism products, improving facilities and infrastructure to support tourism activities, optimizing additional service facilities at tourist destinations, and optimizing the management of tourism objects.

References

[1] Brata, I. B., and Pemayun, A. A. G. P. 2018. Human Resource Competency Tourism Bali Together with ASEAN Economic Community. International Research Journal of Management, IT & Social Sciences, 5(2): 186-194.
[2] Dermele, E., Molozhavenko, V. L., and Popkova, A. A. 2019. Elemental Management of The Development of Tourism Business with the Preservation of the Enviroment. Journal of Environmental Management and Tourism, 6 (38): 1259-1268.
[3] Lagarense, B. E. S., and Walansendow, A. 2020. Tourist Preferences on Bunaken Island for Integrated Archipelagic Tourism Development around the Bunaken National Park, Indonesia. Journal of Environmental Management and Tourism, 4 (44), 819-828. DOI: https://doi.org/10.14505//jemt.v11.4(44).05
[4] Mandic, A., Mrnjavac, Z., and Kordic, L. 2018. Tourism Infrastructure, Recreational Facilities And Tourism Development. Tourism and Hospitality Manajement, 24(1).
[5] Muta’ali, L. 2015. Teknik Analisis Regional Untuk Perencanaan Wilayah, Tata Ruang dan Lingkungan (I. A. Fadhil (ed.); Pertama). Badan Penerbit Fakultas Geografi Universitas Gadjah Mada.
[6] Nikolskaya, E. Y., et al. 2019. Improvement of digital technology in the tourism sector. Journal of Environmental Management and Tourism, 10(6): 1197–1201. DOI: https://doi.org/10.14505/jemt.v10.6(38).01
[7] Panjaitan, H. 2020. City Branding Strategy, in Order to Show the City of Batu as a Tourist Destination in Indonesia. Journal of Environmental Management and Tourism, 4(44): 863–873. DOi:https://doi.org/10.14505//jemt.v11.4(44).10
[8] Pengkajian, P., & Data, P. 2012. PENGARUH MODAL SOSIAL TERHADAP KETAHANAN KELUARGA MISKIN DI BANTARAN KALI CILIWUNG Impact of Social Capital on Poor Families ’ Resilience Along the Banks of The Ciliwung River Ujianto Singgih Prayitno , Pengaruh Modal Sosial Jakarta adalah kota yang kompl. 131–150.
[9] Soehardjoepri, Balafif, M., Widyastuty, A. A. S. A., and Widiana, M. E. 2021. Natural Tourism Empowerment Construction through Brand Strategy based Online Marketplace to Accelerate the Development and Enhancement of Industrial Competitiveness 4.0 in Undeveloped Areas of the Coast of East Java. Journal of Environmental Management and Tourism, 8(48): 1948-1959.
[10] Suryaningsih, I. B., et al. 2020. Digital Marketing Tools or e-WOM? Tourists Motivation to Enjoy the Charm of Blue Fire on Ijen Crater Ecotourism. Journal of Environmental Management and Tourism, 4(44): 802–808. DOI: https://doi.org/10.14505//jemt.v11.4(44).03
[11] Sutejo, B. S. 2006. INTERNET MARKETING : KONSEP DAN. Manajemen, 6(1): 41–57.
[12] Vasilenko, N., Lavrova, T., and Tokareva, O. 2019. Digital Infrastructure of Service Logistics: The Case of the Tourism Industry. Atlantis Highlights in Computer Sciences, Volume 1 International Conference on Digital Transformation in Logistics and Infrastructure (ICDTLI 2019).
[13] Widaningsih, T. T., Diana, R., and Rahayunianto, A. 2020. Community based cultural tourism development setu babakan, jakarta. Journal of Environmental Management and Tourism, 11(2): 486–495. DOI:https://doi.org/10.14505/jemt.v11.2(42).26
[14] Widiana, M. E. 2021. The Standardization Transformation of Industry Oriented Batik to Accelerate Competitiveness 4.0 and National Independence in Clothing Sector during New Normal. Journal of Environmental Management and Tourism; 7(55): 1930-1940. DOI: https://doi.org/10.14505/jemt.12.7(55).18
[15] Yusuf, M., Nurhamlin, Setiawan, Y., and Supeni, E. A. 2020. Decision Support System di Era 4.0 Teori & Aplikasi Tools Analysis (A. D. Riana & A. Suryahman (eds.); Cetakan 1). PT Penerbit IPB Press.