Pengembangan Desa Parakan Garokgek sebagai Desa Wisata berbasis Pengalaman

Heryanti Utami; Khrisnamurti Khrisnamurti; Farrah Syaira

doi:10.61132/sadewa.v4i3.3006

Authors

Heryanti Utami Universitas Negeri Jakarta
Khrisnamurti Khrisnamurti Universitas Negeri Jakarta
Farrah Syaira Universitas Negeri Jakarta

DOI:

https://doi.org/10.61132/sadewa.v4i3.3006

Keywords:

Community-Based Tourism, Experiential Marketing, Parakan Garokgek, Tourist Experience, Tourist Village

Abstract

The development of tourist villages should be directed toward creating authentic, significant, and sustainable tourist experiences that benefit the local community in addition to increasing the number of visitors. The purpose of this research is to examine how the development of Parakan Garokgek Village, Purwakarta Regency, based on tourist experiences, can enhance the welfare of the local community. The research was conducted using a qualitative approach and case study. Thematic analysis was conducted by combining the concepts of Experiential Marketing, Community-Based Tourism (CBT), and the Stimulus–Organism–Response (S–O–R) model. Data were obtained thru participatory observation, in-depth interviews, and documentation. The research results show that the rural landscape, agricultural activities, local culture, community hospitality, and tourist involvement in community activities shape the tourist experience in Parakan Garokgek Village.Tourists can observe the five dimensions of experience marketing, namely feelings, sensations, thoughts, actions, and relationships. Direct interaction with the community and involvement in agricultural activities are two important aspects that differentiate the village experience from commercial tourist destinations. Development, still faces limitations in terms of institutional structure, infrastructure, ease of access, and human resource capacity. This research develops an experience-based rural tourism development model.

Downloads

Download data is not yet available.

References

Ashworth, G. J., & Tunbridge, J. E. (2000). The tourist-historic city: Retrospect and prospect of managing the heritage city. Pergamon. https://doi.org/10.4324/9780080519470

Ashley, C., & Roe, D. (2002). Making tourism work for the poor: Strategies and challenges in Southern Africa. Development Southern Africa, 19(1), 61–82. https://doi.org/10.1080/03768350220123855

Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing, 66(2), 120–141. https://doi.org/10.1509/jmkg.66.2.120.18470

Bramwell, B., & Lane, B. (2011). Critical research on the governance of tourism and sustainability. Journal of Sustainable Tourism, 19(4–5), 411–421. https://doi.org/10.1080/09669582.2011.580586

Donovan, R. J., & Rossiter, J. R. (1982). Store atmosphere: An environmental psychology approach. Journal of Retailing, 58(1), 34–57.

Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177–184. https://doi.org/10.1016/S0148-2963(99)00087-9

Goodwin, H., & Santilli, R. (2009). Community-based tourism: A success? ICRT Occasional Paper No. 11. International Centre for Responsible Tourism.

Hausler, N., & Strasdas, W. (2003). Training manual for community-based tourism. InWEnt Capacity Building International.

Kim, J. H. (2018). The impact of memorable tourism experiences on loyalty behaviors: The mediating effects of destination image and satisfaction. Journal of Travel Research, 57(7), 856–870. https://doi.org/10.1177/0047287517721369

Kontogeorgopoulos, N., Churyen, A., & Duangsaeng, V. (2014). Success factors in community-based tourism in Thailand: The role of luck, external support, and local leadership. Tourism Planning & Development, 11(1), 106–124. https://doi.org/10.1080/21568316.2013.852991

Lee, S., Phau, I., Hughes, M., Li, Y., & Quintal, V. (2020). Heritage tourism, nostalgia, and visitor loyalty. Journal of Travel & Tourism Marketing, 37(7), 821–835. https://doi.org/10.1080/10548408.2020.1800046

Manyara, G., & Jones, E. (2007). Community-based tourism enterprises development in Kenya: An exploration of their potential as avenues of poverty reduction. Journal of Sustainable Tourism, 15(6), 628–644. https://doi.org/10.2167/jost723.0

Mehrabian, A. (1980). Basic dimensions for a general psychological theory: Implications for personality, social, environmental, and developmental psychology. Oelgeschlager, Gunn & Hain.

Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.

Okazaki, E. (2008). A community-based tourism model: Its conception and use. Journal of Sustainable Tourism, 16(5), 511–529. https://doi.org/10.1080/09669580802159594

Pine, B. J., & Gilmore, J. H. (1999). The experience economy: Work is theatre & every business a stage. Harvard Business School Press.

Schmitt, B. (1999). Experiential marketing: A new framework for design and communications. Design Management Journal, 10(2), 10–16. https://doi.org/10.1111/j.1948-7169.1999.tb00247.x

Schmitt, B. (2017). Experiential marketing (2nd ed.). Free Press.

Song, H., Lee, C. K., & Kang, S. K. (2022). Experiential value and visitor satisfaction in heritage tourism destinations. Sustainability, 14(3), 1567. https://doi.org/10.3390/su14031567

Suansri, P. (2003). Community based tourism handbook. Responsible Ecological Social Tour (REST).

Tamaratika, A., Suhud, U., & Wibowo, S. F. (2021). Community-based tourism development and visitor experience in rural destinations. Journal of Tourism and Cultural Change, 19(4), 507–525. https://doi.org/10.1080/14766825.2020.1791225

Timothy, D. J. (1999). Participatory planning: A view of tourism in Indonesia. Annals of Tourism Research, 26(2), 371–391. https://doi.org/10.1016/S0160-7383(98)00104-2

Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, 49(2), 193–211. https://doi.org/10.1016/S0148-2963(99)00010-7

UNWTO. (2018). Tourism for development: Volume I: Key areas for action. World Tourism Organization.

Wakefield, K. L., & Blodgett, J. G. (1996). The effect of the servicescape on customers' behavioral intentions in leisure service settings. Journal of Services Marketing, 10(6), 45–61. https://doi.org/10.1108/08876049610148594

Waterton, E., & Watson, S. (2014). The Palgrave handbook of contemporary heritage research. Palgrave Macmillan. https://doi.org/10.1057/9781137293565

Wu, C. H. J., & Liang, R. D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586–593. https://doi.org/10.1016/j.ijhm.2009.03.008

Xu, J., Benbasat, I., & Cenfetelli, R. T. (2014). The nature and consequences of trade-off transparency in the context of recommendation agents. MIS Quarterly, 38(2), 379–406. https://doi.org/10.25300/MISQ/2014/38.2.03

Xu, W., Jung, H., & Han, J. (2022). Experiential marketing and behavioral intention: The mediating role of emotional experience. Sustainability, 14(20), 13000. https://doi.org/10.3390/su142013000

Yeh, T. M., Chen, S. H., & Chen, T. F. (2019). The relationships among experiential marketing, service innovation, and customer satisfaction. Sustainability, 11(4), 1041. https://doi.org/10.3390/su11041041

Yoo, C., Park, J., & MacInnis, D. J. (1998). Effects of store characteristics and in-store emotional experiences on store attitude. Journal of Business Research, 42(3), 253–263. https://doi.org/10.1016/S0148-2963(97)00122-7

Yoeti, O. A. (2008). Perencanaan dan pengembangan pariwisata. Pradnya Paramita.