EXAMINING THE PROMOTION MIX STRATEGY IN THE TOURISM AREA LIFE CYCLE (TALC) STAGE OF TETEBATU TOURISM VILLAGE
DOI:
https://doi.org/10.53625/ijss.v5i1.10372Keywords:
Promotion Mix Strategy, Tetebatu Tourism Village,, Tourism Village Development, and TALCAbstract
This research discusses promotional mix strategies in Tetebatu Village, Sikur District, East Lombok Regency in phasing the position of village development through theory. Tourism Area Life Cycle (TALC). This research is based on the success of Tetebatu Village in representing Indonesia in the 2021 Best Tourism Villages event held by the United Nations World Tourism Organization (UNWTO), which ultimately gave rise to the perception among the community that this success was inseparable from the participation of the Tetebatu Village Government in it. Apart from this success, Tetebatu Village also has very high historical value in its tourism development because it is the pioneer of the first tourist village in NTB as evidenced by the existence of Wisma Soedjono which has existed since the Dutch East Indies colonial era. This type of research uses qualitative research methods. Data collection methods in this research used observation, interviews and documentation. Researchers record all data obtained in the field and then sort the data needed. Based on the findings and analysis carried out by researchers, it shows that the development of the Tetebatu Tourism Village is a tourist village that applies the concept of sustainable tourism by maximizing the role of existing community institutions such as the Tetebatu Tourism Village Management Agency, Pokdarwis, Tourism Actors and the Community who are directly involved in it. The results of further research are that the Tetebatu Tourism Village Government implements four of the five components of the promotional mix (promotion mix) which includes advertising (advertising), sales promotion (sales promotion), public relations (public relations), and direct marketing (direct marketing) as well as the results of the related analysis, namely that Tetebatu Village is in the development phase/stage (development) based on TALC theory (Tourism Area Life Cycle).
References
Agusra, D., Lussianda, E. O., & Afriyeni, Y. (2019). Promotion Strategy to Increase Tourist Visits to Tenayan Raya Pekanbaru Agrotourism, Riau Province. Accountability, 16(1), 54-61.
Andy, H. (2021). Management Sustainable Management for Tourist Destinations. (https://eticon.co.id/sustainable management-destinasi-wisata/)
Aris Kurniawan. (2022). "Understanding Strategy - Level, Type, Business, Integration, General, Experts", in http// www.gurupendidikan.co.id/article.
Arikunto, S. (2002). Research Methodology A Proposal Approach. Jakarta: PT. Rineka Cipta. Aryani, M. (2018). Promotion Strategy in the Development of the Bilebante Green Tourism Village, Peringgarata District, Central Lombok Regency. Visionary Journal: Research and Development in the Field of Educational Administration, 2(1). Dahana, K., Sulaiman, A. I., & Sari, L. K. (2023). Tourism Village Development through Media Extension and Marketing Promotion Communication. Technium Social Sciences Journal, 44(1), 639–655. https://doi.org/10.47577/tssj.v44i1.8913
Dewi, L. P. A. P., & Vanel, Z. (2024). Lokananta Surakarta Promotional Mix Strategy to Increase Local Tourist Visits.Indonesian Journal: Information and Communication Management, 5(3), 2320-2336. https://doi.org/10.35870/jimik.v5i3.893
Eri Barlian. (2016). Qualitative & Quantitative Research Methodology. Padang: Sukabina Press.
Febrianti, O., & Suryaningsih, T. (2023). PROMOTION MIX ANALYSIS AT THE GUAVA GARDEN TOURISM OBJECT IN REJOAGUNG VILLAGE. ECONOMIC JOURNAL, 2(11), 3476–3482. https://doi.org/10.55681/economina.v2i11.984 Number of Tourist Visits to East Lombok Regency Tourist Destinations in 2023. (2024, May 21). data.lomboktimurkab.go.id. Retrieved July 16, 2024, from https://data.lomboktimurkab.go.id/nb_NO/dataset/nomorunjung-wisatawan-pada-destinasi-wisata-kabupaten-lombok-timur-tahun-2023
Komariah, N., Saepudin, E., Yusup, P. M., & Rodiah, S. (2019). Promotion Strategy for Agro Tourism Villages in Paledah Village, Padaheranng District, Pangandaran Regency. Journal of Community Service, 3(3), 67-71.
Marniatun, M., Rosida, L., & Azizurrohman, M. (2022). PROMOTIONAL STRATEGY IN INCREASING TOURIST VISITS IN SASAK ENDE VILLAGE. Journal Of Responsible Tourism, 2(1), 19-30. https://doi.org/10.47492/jrt.v2i1.1894
Miles, M. B. & Huberman, M. (1992). Qualitative Data Analysis. Jakarta: University of Indonesia Publishers Nugraheni, A. (2013). The Influence of Promotion Mix on Purchasing Decisions at Rita Pasaraya Wonosobo. Oikonomia: Journal of Economic Education, 2(3), 27838.
Tourism development through the development of tourist villages to increase economic growth - Coordinating Ministry for Economic Affairs of the Republic of Indonesia. (n.d.).
Permadi, L.A, Asmony, T, Widiana, H, Hilmiati, (2018). Identification of Potential Tourism Villages in Jerowaru District, East Lombok Regency. Lombok: Mataram University.
Rappe, R. A., Mappangara, S., Ukkas, M., Faizal, A., Ratnawai, R., & Andriani, I. (2019). Promotion Strategy in the Development of Community-Based Cultural Tourism Villages in Sanrobone Village, Sanrobone District, Takalar Regency. Ngayah: Science and Technology Application Magazine, 9(2).
Rumodar, J. S. ., Manuputty, E. A. W., & Rumalatu, G. A. . (2023). The Influence Of Promotional Mix On Visit Interest Tourism To Air Belanda, Saleman Village, Central Maluku District. Brilliant International Journal Of Management And Tourism , 3(3), 36–51.
Ros. (2017). Lombok again won three champions in the event "World Halal Tourism Awards 2016”.
Samsi, S., Diajeng, P, M., & Asep, P., (2022). Optimizing the Use of Social Media as a Promotional Strategy for Tourism Development in Meru Betiri National Park, Jember and Banyuwangi Regencies. Jurnal Nawasena. 3(1) : 85- 91.
Santoso, I., & Madiistriyatno, H. (2021). Quantitative Research Methodology. Indigo Media.
Setiawan, N. A. (2014). Promotion Strategy in Local Tourism Development in Jelekong Tourism Village. Trichonomika, 13(2), 184-194.
Simabur, L. A. (2020). Marketing Communication Model in Government: Promotion Mix for Tourist Destinations in West Halmahera Regency. Travel Media, 18(2), 251-262
Sukma, P., & Herna. (2024). Integrated Marketing Communication Strategy of Tourism Awareness Groups in Order to Promote Tourism Village. Communication Spectrum Journal, 12(1), 92–104. https://doi.org/10.37826/spektrum.v12i1.668
Sugiyono. (2012). Quantitative, Qualitative, R&D Research Methods. Bandung: Alphabeta.
Sugiyono. (2016). Quantitative, Qualitative and R&D Research Methods. Bandung: Alphabeta.
Taan, H., Radji, D. L., Rasjid, H., & Indriyani. (2021). Social Media Marketing to Improve Brand Image. SEIKO : Journal of Management & Business, Volume 4(Issue 1), 315–330.
https://repository.ung.ac.id/get/karyailmiah/8803/Social-Media-Marketing-untuk-Meningkatkan-Brand-Image.pdf Law Number 9. (1990). Tourism. Law Number 10. (2009). Tourism.
Law Number 22. (1999). Local government. Wahyudi, I. (2020). Tourism Development Concept. (http://dprd.talaudkab.go.id/baca-berita-180-kompe-development-wisata.html)
Wahyudi, I. (2020). Tourism Development Concept. (http://dprd.talaudkab.go.id/baca- Berita-180-kompet-pengembanganwisata.html)
Witarto, A. B., & Pathiassana, M. T. (2020). Analysis of Halal Tourism Management in Tete Batu Village, East Lombok Regency, West Nusa Tenggara.
Wolah, F. F. C. (2016). The Role of Promotion in Increasing Tourist Visits in Poso Regency. Acta Diurna Communications, 5(2).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Lalu Rizaldi Wisnu Wardhana
This work is licensed under a Creative Commons Attribution 4.0 International License.
