Strategi Pemasaran Benteng Fort Rotterdam sebagai Green Tourism Berbasis Kearifan Lokal di Makassar

Nila Sartika Achmadi, Riska Veronika

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


Marketing; Green Tourism; Fort Rotterdam

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References


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DOI: https://doi.org/10.17509/strategic.v19i2.20225

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