Strategi Pemasaran Benteng Fort Rotterdam sebagai Green Tourism Berbasis Kearifan Lokal di Makassar
Abstract
Green tourism concept as an answer which utilization Fort Rotterdam as tourist destination and conservation strategy can be implemented at the same time. This research observe the business analysis of Fort Rotterdam as green tourism based on local wisdom using lean canvas model. The problem encountered by Fort Rotterdam is implementation of green tourism concept to encourage inovation as well as existancy. Offered solution through the analysis of lean canvas model is estabilishment of concept green tourism by reuse and reduce in Fort Rotterdam area. The implemented of local wisdom is dicipline, hard work, independent and environmental awareness values based on pappaseng of lotaraq script. Marketing startegy Fort Rotterdam as green tourism destination based on local wisdom by developing social media marketing and utilize social media to share the informations about Fort Rotterdam. The shared information made with visual storytelling concept which will build the brand of Fort Rotterdam as green tourist destination in makassar city.
Konsep green tourism merupakan solusi untuk pemanfaatan Benteng Rotterdam sebagai destinasi wisata dan strategi konservasi yang dapat diimplementasikan dalam waktu yang bersamaan. Penelitian ini mengobservasi Benteng Rotterdam sebagai green tourism berdasarkan model lean canvas. Masalah yang dihadapi adalah implementasi terhadap konsep green tourism adalah mendorong invoasi dan eksistensi Benteng Rotterdam. Solusi yang ditawarkan melalui analisis model lean canvas adalah mengembangkan konsep green tourism dengan fokus pada Reuse dan reduce pada area sekitar Benteng Rotterdam. Implementasi dari kearifan lokal adalah nilai disiplin, nilai kerja keras, kemandirian dan nilai kepedulian pingkungan beradasarkan naskah lontaraq pappaseng. Strategi pemasaran Benteng Rotterdam sebagai destinasi wisata green tourism berdasarkan kearifan lokal dengan mengembangkan pemasaran melalaui sosial media dan memanfaatkan sosial media untuk membagikan informasi tentang Benteng Rotterdam. Informasi yang dibagikan dibuat dalam bentuk konsep visual storytelling yang akan membangun merk Benteng Rotterdam sebagai daya tarik wisata green tourism di Kota Makasssar.
Keywords
Full Text:
PDFReferences
Abbas, I. (2013). Pappaseng: Kearifan Lokal Manusia Bugis Yang Terlupakan. Sosiohumaniora. https://doi.org/10.24198/sosiohumaniora.v15i3.5752
Abdoun, A., & Ibrahim, J. (2018). Business Model Canvas, the Lean Canvas and the Strategy Sketch: Comparison. International Journal of Scientific & Engineering Research.
Achmadi, N. S. (2017). Pengaruh Penggunaan Visual Storytelling dengan Media Sosial Sebagai Variabel Moderasi Terhadap Ekuitas Merek BRI Syariah Makassar. Universitas Muslim Indonesia.
Berliana, R. (2015). Memahami Unique Value Proposition dengan Mudah. Retrieved from blj.co.id/2015/07/29/memahami-unique-value-proposition-dengan-mudah/%0D
Charamba, M. P. (2017). Applying the business model canvas to develop business models for SMEs in Namibia. A case of the Khomas Region. (November), 1–119.
Coles, T., Fenclova, E., & Dinan, C. (2013). Tourism and corporate social responsibility: A critical review and research agenda. Tourism Management Perspectives. https://doi.org/10.1016/j.tmp.2013.02.001
D’Alessandro, F. (2016). Green Building for a Green Tourism. A New Model of Eco-friendly Agritourism. Agriculture and Agricultural Science Procedia. https://doi.org/10.1016/j.aaspro.2016.02.094
Fennell, D. (2007). Ecotourism: Third edition. In Ecotourism: Third Edition. https://doi.org/10.4324/9780203939581
Google Trends. (2019). Google Trends. Retrieved from https://trends.google.com/trends/explore?geo=ID&q=benteng rotterdam
Hasan, A. (2015). Green Tourism Marketing Model. Jurnal Media Wisata.
Hayati, R. (2014). Pemanfaatan Bangunan Bersejarah Sebagai Wisata Warisan Budaya Di Kota Makassar. Jurnal Master Pariwisata (JUMPA). https://doi.org/10.24843/jumpa.2014.v01.i01.p01
Hildayanti, A. (2017). Karakteristik Benteng Fort Rotterdam sebagai Urban Artefact Kota Makassar. A019–A026. https://doi.org/10.32315/sem.1.a019
Hsu Hsu-Cheng, H. C., & Lin Jiun-Chuan, J. C. (2013). Benefits beyond boundaries: A slogan or reality? A case study of Taijiang National Park in Taiwan. Tourism Management Perspectives. https://doi.org/10.1016/j.tmp.2012.12.001
Husnayain, I., & Mawardi, M. K. (2018). Implementasi lean
canvas pada startup dalam menghadapi persaingan. Jurnal Administrasi Bisnis (JAB).
Influencer Marketing. (2018). Influencer Marketing Hub. Retrieved from https://influencermarketinghub.com/guide-to-youtube-analytics-for-social-media-marketers/
Jeffrey, A. (2013). Social Media Measurement : A Step-By-Step Approach Using The AMEC Valid Metrics Framework. Institute for Public Relations (IPR), (June), 1–37. Retrieved from www.instituteforpr.org/wp.../Social-Media-Measurement-Paper-Jeffrey-6-4-13.pdf
Jumardi, J., & Suswandari, S. (2018). Situs Benteng Fort Rotterdam Sebagai Sumber Belajar Dan Destinasi Pariwisata Kota Makasar : Tinjauan Fisik Arsitektur Dan Kesejarahan. Jurnal Candrasangkala Pendidikan Sejarah, 4(2), 134. https://doi.org/10.30870/candrasangkala.v4i2.4529
Kaddi, S. M., & Dewi, R. S. (2017). Sipakatau, Sipakainge, Sipakalebbi, Sipattokong (Studi Komunikasi Antarbudaya Perantau Bugis di Kota Palu, Sulawesi Tengah) Sitti. Konferensi Nasional Komunikasi, 01(01), 347–357. Retrieved from http://pknk.org/index.php/PKNK/article/view/101
Kiráľová, A., & Pavlíčeka, A. (2015). Development of Social Media Strategies in Tourism Destination. Procedia - Social and Behavioral Sciences. https://doi.org/10.1016/j.sbspro.2015.01.1211
Kotler, P., & Keller, K. L. (2012). Defining Marketing for the 21st Century. Marketing Management. https://doi.org/10.1080/08911760903022556
Leslie, D. (2007). The missing component in the “greening” of tourism: The environmental performance of the self-catering accommodation sector. International Journal of Hospitality Management. https://doi.org/10.1016/j.ijhm.2006.10.008
Peraturan Menteri Kebudayaan dan Pariwisata. Peraturan Menteri Kebudayaan dan Pariwisata Nomor PM59/PW.007/MKP/2010. , (2010).
Politeknik NSC Surabaya. (2006). Consumer Behavior and Marketing Management (Ebook For). Retrieved from https://nscpolteksby.ac.id/ebook/files/Ebook/Business Administration/Consumer Behaviour and Advertising Management (2006)/3. Chapter 2 - Psychographic or Lifestyle Segmentation.pdf
Qashtarin, A. R. (2016). A Business Model Canvas for Social Enterprises. Journal of Business and Economics, 7(4), 627–637. https://doi.org/10.11113/sh.v8n1-2.825
Setyaningsih, W., Iswati, T. Y., SriYuliani, Nuryanti, W., Prayitno, B., & Sarwadi, A. (2015). Low-Impact-Development as an Implementation of the Eco-Green-Tourism Concept to Develop Kampung towards Sustainable City. Procedia - Social and Behavioral Sciences. https://doi.org/10.1016/j.sbspro.2015.02.414
Sugiyono. (2013). Metode Penelitian Kuantitatif Kualitatif dan R&D (18th ed.). Bandung: Penerbit Alfabeta.
Syarif, E., Sumarmi, S., & Astina, I. K. (2016). Integrasi Nilai Budaya Etnis Bugis Makassar Dalam Proses Pembelajaran Sebagai Salah Satu Strategi Menghadapi Era Masyarakat Ekonomi Asean (MEA). Jurnal Teori Dan Praksis Pembelajaran IPS. https://doi.org/10.17977/um022v1i12016p013
Tamaratika, F., & Rosyidie, A. (2017). Inkorporasi Kearifan Lokal Dalam Pengembangan Kawasan Pariwisata Di Lingkungan Pantai. Jurnal Sosioteknologi, 16(1), 125–133. https://doi.org/10.5614/sostek.itbj.2017.16.1.10
Vitasurya, V. R. (2016). Local Wisdom for Sustainable Development of Rural Tourism, Case on Kalibiru and Lopati Village, Province of Daerah Istimewa Yogyakarta. Procedia - Social and Behavioral Sciences. https://doi.org/10.1016/j.sbspro.2015.12.014
Wang, J., Wang, S., Xue, H., Wang, Y., & Li, J. (2018). Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2018.01.250
Wibowo, R. T. (2019). Business Model Canvas VS Lean Canvas. Retrieved from https://fit.labs.telkomuniversity.ac.id/business-model-canvas-vs-lean-canvas/%0D
Zahrulianingdyah, A. (2018). Kuliner Sebagai Pendukung Industri Pariwisata Berbasis Kearifan Lokal. Teknobuga, 6(1), 1–9.
DOI: https://doi.org/10.17509/strategic.v19i2.20225
Refbacks
- There are currently no refbacks.
Copyright (c) 2019 Strategic : Jurnal Pendidikan Manajemen Bisnis
Strategic: Jurnal Pendidikan Manajemen Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
View My Stats