Marketing Strategy on Heritage Manuaba Royal Palace Tourist Attraction in Kenderan Tourism Village, Bali
Abstract
The Manuaba Royal Palace is one of the heritage tourist attractions that has cultural heritage, building architecture, and artifact collections with historical value; however, to date, this tourist destination has not been optimal in presenting tourists to be able to visit this region, so a comprehensive and measurable marketing strategy is needed to accelerate its development. This study aimed to analyze marketing strategies for the heritage tourist attraction of the Manuaba Royal Palace in the Kenderan Tourism Village, Bali. A mixed method research design was used by conducting interviews with the managers of as many as 30 Manuaba Royal Palace tourist destinations who met the inclusion and exclusion criteria. The data obtained were analyzed using IFAS, EFAS, and SWOT matrices and are presented descriptively. The results show that the Manuaba Royal Palace has implemented the 7P marketing mix strategy, currently in Quadrant I (a very favorable situation because it has great opportunities to demonstrate internal strength) and S<O (the direction of Manuaba Royal Pae's policy in growth strategy conditions). The current focus and marketing strategy includes developing technology-based historical courses accompanied by the use of social media, presenting information related to intangible cultural heritage, and guiding tourists more massively by providing exclusive packages for booking heritage tourism online. In the future, it is important to maximize the marketing strategies used to increase the number of visits and to be more competitive in the tourism industry.
References
Adnyana, I. M. D. M. (2021). Populasi dan Sampel. In M. Darwin (Ed.), Metode Penelitian Pendekatan Kuantitatif (1st ed., pp. 103–116). CV. Media Sains Indonesia.
Adnyana, I. M. D. M., & Sudaryati, N. L. G. (2022). The potency of green education-based blended learning in biology students at the Hindu University of Indonesia. BIO-INOVED: Jurnal Biologi-Inovasi Pendidikan, 4(1), 1–9. https://doi.org/10.20527/bino.v4i1.11047
Aliansyah, H., & Hermawan, W. (2019). Peran sektor pariwisata pada pertumbuhan ekonomi Kabupaten/Kota di Jawa Barat. Bina Ekonomi, 23(1), 39–55. https://doi.org/10.26593/be.v23i1.4654.39-55
Altassan, A. (2023). Sustainability of Heritage Villages through Eco-Tourism Investment (Case Study: Al-Khabra Village, Saudi Arabia). Sustainability, 15(9), 7172. https://doi.org/10.3390/su15097172
Amstrong, G., & Philip, K. (2000). Dasar-dasar Pemasaran. Jilid 1, Alih. Bahasa Alexander Sindoro dan Benjamin Molan. Prenhalindo, Jakarta.
Aprilia, E. R., & Pangestuti, E. (2017). The influence of tourist attractions and service facilities on tourist satisfaction in Balekambang Beach, Malang Regency. Journal of Business Administration, 51(2), 16–21. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/2126
Arida, N. S., & Adikampana, M. (2016). Pengembangan Potensi Wisata Purbakala (Heritage Tourism) berbasis masyarakat di das Pakerisan, Kecamatan Tampaksiring, Kabupaten Gianyar. Analisis Pariwisata, 16, 1–7. https://ojs.unud.ac.id/index.php/jap/article/view/36364
Arumugam, A., Nakkeeran, S., & Subramaniam, R. (2023). Exploring the Factors Influencing Heritage Tourism Development: A Model Development. Sustainability, 15(15), 11986. https://doi.org/10.3390/su151511986
Budisetyorini, B., Adisudharma, D., Salam, D. A., Prawira, M. F. A., Wulandari, W., & Susanto, E. (2021). Pengembangan pariwisata bertema eco-forest dan sungai di Bumi Perkemahan Tangsi Jaya. Jurnal Kepariwisataan: Destinasi, Hospitalitas Dan Perjalanan, 5(1), 75–88. https://doi.org/10.34013/jk.v5i1.220
Buonincontri, P., Marasco, A., & Ramkissoon, H. (2017). Visitors’ Experience, Place Attachment and Sustainable Behaviour at Cultural Heritage Sites: A Conceptual Framework. Sustainability, 9(7), 1112. https://doi.org/10.3390/su9071112
Cahyadi, R., & Gunawijaya, J. (2009). Pariwisata Pusaka: masa depan bagi kita, alam dan warisan budaya bersama. Jakarta: UNESCO.
Chang, T. C. (1999). Local Uniqueness in the Global Village: Heritage Tourism in Singapore. The Professional Geographer, 51(1), 91–103. https://doi.org/10.1111/0033-0124.00149
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720. https://doi.org/10.1108/APJML-04-2019-0262
Darwin, M., Mamondol, M. R., Sormin, S. A., Nurhayati, Y., Tambunan, H., Sylvia, D., Adnyana, I. M. D. M., Prasetiyo, B., Vianitati, P., & Gebang, A. A. (2021). Quantitative approach research method (T. S. Tambunan, Ed.; 1st ed.). CV Media Sains Indonesia.
Devi, I. A. S., Damiati, D., & Adnyawati, N. D. M. S. (2018). Potensi objek wisata edukasi di kabupaten gianyar. Jurnal BOSAPARIS: Pendidikan Kesejahteraan Keluarga, 9(2), 130–142. https://doi.org/10.23887/jjpkk.v9i2.22136
Dewi, N. I. K., Astawa, I. P., Siwantara, I. W., & Mataram, I. G. A. B. (2018). Exploring the potential of cultural villages as a model of community-based tourism. Journal of Physics: Conference Series, 953, 012072. https://doi.org/10.1088/1742-6596/953/1/012072
Effendi, Y., & Narti, S. (2020). Marketing strategy of tourism destination mas harun bastari lake, Rejang Lebong Regency. Journal of Business, Management, and Accounting, 2(2), 258–267.
Engelhardt, R. A., Rogers, P. R., & An, H. (2009). Protocols for Best Conservation Practice in Asia: Professional Guidelines for Assuring and Preserving the Authenticity of Heritage Sites in the Context of the Cultures of Asia. UNESCO Bangkok: Bangkok, Thailand.
Ferreira, C., Oliveira, J., & Aroso, M. S. (2022). The Authenticity Business Model Canvas-A New Tool Applied to the Portuguese Way of St. James. Journal of Innovation Management, 10(4), 47–64.
Hadrian, P., Milichovský, F., & MráÄek, P. (2021). The concept of strategic control in marketing management in connection to measuring marketing performance. Sustainability, 13(7), 3887. https://e-journal.stie-kusumanegara.ac.id/index.php/jobma/article/view/145/125
Insani, N., Ariani, Y., V K Ningrum, E., & R A’rachman, F. (2022). Developing a Tourism Strategy for Heritage Villages in the Kayutangan Area. KnE Social Sciences, 2022, 186–196. https://doi.org/10.18502/kss.v7i16.12166
Javed Awan, M., Mohd Rahim, M. S., Nobanee, H., Munawar, A., Yasin, A., & Zain, A. M. (2021). Social media and stock market prediction: a big data approach. Computers, Materials & Continua, 67(2), 2569–2583. https://ssrn.com/abstract=3827106
Kartika, T., & Fajri, K. (2017). Pengembangan Wisata Heritage Sebagai Daya Tarik Kota Cimahi. Jurnal Manajemen Resort Dan Leisure, 14(2), 35–46. https://doi.org/10.17509/jurel.v14i2.9102
Kartika, T., & Harahap, Z. (2019). Pengembangan Kuliner Pempek Sebagai Daya Tarik Wisata Gastronomi di Palembang Sumatera Selatan. Tourism Scientific Journal, 4(2), 211–228. https://jurnal.stiepar.ac.id/index.php/tsj/article/view/60
Kheiri, J. (2023). Tourists’ engagement in cultural attractions: an exploratory study of psychological and behavioural engagement in indigenous tourism. International Journal of Anthropology and Ethnology, 7(1), 8. https://doi.org/10.1186/s41257-023-00087-y
Kuntari, E. D., & Lasally, A. (2021). Wisatawan Dalam Persepsi Terhadap Daya Tarik Wisata Heritage De Tjolomadoe. Journal of Tourism and Economic, 4(2), 153–163. https://doi.org/10.36594/jtec.v4i2.124
Lamberton, C., & Stephen, A. T. (2016). A Thematic exploration of digital, social media, and mobile marketing: research evolution from 2000 to 2015 and an Agenda for Future Inquiry. Journal of Marketing, 80(6), 146–172. https://doi.org/10.1509/jm.15.0415
Liu, X., Mehraliyev, F., Liu, C., & Schuckert, M. (2020). The roles of social media in tourists’ choices of travel components. Tourist Studies, 20(1), 27–48. https://doi.org/10.1177/1468797619873107
Long, P. (2018.). The Peculiar Attraction of Royalty for Tourism and the Social Construction of’Royal Tourism’Dr Nicola Palmer, Sheffield Hallam University.
Martokusumo, W. (2017). Pemaknaan tempat dalam pelestarian arsitektur. Heritage Tangible-Intangible, 1–10. 10.32315/sem.1.001
Murtikasari, R. A., & Tukiman, T. (2021). Development of tourism village through cbt approach in kayutangan heritage village, malang city. DIA: Jurnal Ilmiah Administrasi Publik, 19(1), 314–327. https://doi.org/10.30996/dia.v19i1.5202
Murtini, A., & Oktalina, G. (2019). Analisa bauran pemasaran (7P) untuk menentukan strategi pemasaran dalam meningkatkan volume penjualan (studi kasus pada homeindustry CV Melati Kota Pangkalpinang). Jurnal Progresif Manajemen Bisnis, 6(2), 258–268. https://e-jurnal.stie-ibek.ac.id/index.php/JIPMB/article/view/139
Mussadun, M. (2018). Pengembangan Pariwisata Heritage di Kawasan Konservasi Museum Abdul Jalil, Magelang. Ruang, 4(3), 226–236. https://doi.org/10.14710/ruang.4.3.226-236
Nilashi, M., Asadi, S., Minaei-Bidgoli, B., Ali Abumalloh, R., Samad, S., Ghabban, F., & Ahani, A. (2021). Recommendation agents and information sharing through social media for coronavirus outbreak. Telematics and Informatics, 61, 101597. https://doi.org/10.1016/j.tele.2021.101597
Purbohastuti, A. W. (2021). The marketing mix effectiveness on indomaret’s consumer purchase decision. Sains Manajemen: Jurnal Manajemen Unsera, 7(1), 1–17. https://doi.org/10.30656/sm.v7i1.2707
Rasoolimanesh, S. M., & Lu, S. (2023). Enhancing emotional responses of tourists in cultural heritage tourism: the case of Pingyao, China. Journal of Heritage Tourism, 1–20. https://doi.org/10.1080/1743873X.2023.2254420
Rasoolimanesh, S. M., Seyfi, S., Hall, C. M., & Hatamifar, P. (2021). Understanding memorable tourism experiences and behavioural intentions of heritage tourists. Journal of Destination Marketing & Management, 21, 100621. https://doi.org/10.1016/j.jdmm.2021.100621
Setiawan, I. K. (2012). Pusaka Budaya Pura Tirta Empul dan Pengembangan Pariwisata. https://repositori.kemdikbud.go.id/330/1/Jurnal%202011%2010%20Pemanfaatan%20Pustaka%20Budaya%20Pura%20Tirta%20Empul%20Sebagai%20Daya%20Tarik%20Wisata%20di%20Bali.pdf
Setiawati, R., Fachrial, P., & Widia, R. (2020). Formulasi Strategi Peningkatan Penjualan Cargo Service Center PT Citilink Indonesia di Jakarta. Jurnal Manajemen 11(1), 35–44. https://doi.org/10.32832/jm-uika.v11i1.2925
Widjanarko, H., Utomo, H. S., & Suratna. (2023). Unlocking Success for Cultural Tourism Villages in Yogyakarta: Insights from Wukirsari Village. Atlantis Press SARL. https://doi.org/10.2991/978-2-38476-048-0_53
Wijayanti, A., & Damanik, J. (2019). Analysis of the tourist experience of management of a heritage tourism product: case study of the Sultan Palace of Yogyakarta, Indonesia. Journal of Heritage Tourism, 14(2), 166–177. https://doi.org/10.1080/1743873X.2018.1494182
Wirawibawa, I. B. G., Putra, I., & Dwijendra, N. K. A. (2021). Memada-madaâ€: The power relation and architectural creativity of gianyar palace. Civil Engineering and Architecture, 9(3), 949–957. https://doi.org/10.13189/cea.2021.090336.
Wiweka, K. (2014). Analisis konsep tri hita karana pada daya tarik warisan budaya: Studi kasus puri agung karangasem, bali. Jurnal Master Pariwisata (JUMPA), 1, 139–160. https://doi.org/10.24843/JUMPA.2014.v01.i01.p07
Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179–188. https://doi.org/10.1016/j.tourman.2009.02.016
Yoety, O. A. (1996). Anatomi pariwisata Indoensia. Penerbit Angkasa.
Yu, C.-P., Chang, W.-C., & Ramanpong, J. (2019). Assessing Visitors’ Memorable Tourism Experiences (MTEs) in Forest Recreation Destination: A Case Study in Xitou Nature Education Area. Forests, 10(8), 636. https://doi.org/10.3390/f10080636
Abstract viewed = 113 times
PDF downloaded = 94 times
