The Application of The Wabi-Sabi Concept in Japan’s Tourism Marketing Strategy

Arieni Zettira Ariyanto, Marwati Abdulsalam, Putri Hamida Salsabila, Senny Luckyardi, Eddy Soeryanto Soegoto, Lia Warlina

Abstract


This study aims to examine how the aesthetic values of wabi-sabi can be applied in tourism marketing strategies to attract tourists. The research method involved collecting data through questionnaires distributed to 20 respondents. The results show that Japan highly values its natural beauty and traditional sites, as reflected in its use of wabi-sabi principles in tourism marketing. This is because the tourist destinations promoted by marketers align with their actual appearance, ensuring that the application of wabi-sabi aesthetics influences the marketing process. The beauty presented in tourism marketing accurately represents the real beauty of these destinations.

Keywords


Japan ; Marketing, Tourism ; Wabi-sabi

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DOI: https://doi.org/10.17509/jpis.v34i1.84889

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