Madura dan Potensi Wisata Rempah: Kajian Strategi Komunikasi Pemasaran Pariwisata
Keywords:
strategi komunikasi, pemasaran pariwisata, rempah, Madura
Abstract
The COVID-19 pandemic has stopped the activities of the global tourism industry. This condition is further exacerbated by the atmosphere of uncertainty and the lack of effective vaccination. This resulted in people starting to try various drugs to boost their immunity, turning to traditional medical practices and alternative medicine. The use of spices in food and herbal medicine is known as one of Madura's tourism potential. This research aims to determine the tourism marketing communication strategy for Madurese spice products. This paper presents a niche tourism sector that emphasizes the potential of spice tourism. The research aims to determine strategies for promoting spice-based tourism and for developing Madura tourism. The research used a qualitative descriptive method with informants from spice-based tourism businesses in Madura. The research results show that the use of tourism marketing communication strategies in Madura uses a 7P marketing mix perspective, namely product, price, place, promotion, people, process, physical evidence.
References
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Rao, H., Monin, P., & Durand, R. (2003). Institutional change in Toque Ville: Nouvelle cuisine as an identity movement in French gastronomy. American Journal of Sociology, 108(4), 795–843.
Romagosa, F. (2020). The COVID-19 crisis: Opportunities for sustainable and proximity tourism. Tourism Geographies, 22(3), 690–694. https://doi.org/10.1080/14616688.2020.1763447
Santich, B. (2004). The study of gastronomy and its relevance to hospitality education and training. International Journal of Hospitality Management, 23(1), 15–24. https://doi.org/10.1016/S0278-4319(03)00069-0
Sulastri, B. A., Adiba, E. M., & Suaibah, L. (2022). Pengaruh Label Halal terhadap Pendapatan Agroindustri Obat Tradisional dan Tanaman Rempah di Madura. Jurnal Ekonomi Dan Bisnis, 3(2), 99–108.
Suryandari, N., & Rahmawati, F. N. (2021). Challenges in the Development of. IOSR Journal Of Humanities And Social Science (IOSR-JHSS), 26(12), 10–15. https://doi.org/10.9790/0837-2612051015
Teguh, F., & Avenzora, R. (2013). Ecotourism and Sustainable Tourism Development in Indonesia: The Potentials, Lessons, and Best Practices. Ministry of Tourism and Creative Economy. https://books.google.co.id/books?id=AObXtwEACAAJ
Van Wyk, B.-E. (2014). Culinary herbs and spices of the world. University of Chicago Press.
Wang, Y., & Davidson, M. C. G. (2010). Pre- and post-trip perceptions: An insight into Chinese package holiday market to Australia. Journal of Vacation Marketing, 16(2), 111–123. https://doi.org/10.1177/1356766709357488
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. McGraw-Hill.
Botutihe, F., & Rasyid, N. P. (2018). Mutu kimia, organoleptik, dan mikrobiologi bumbu bubuk penyedap berbahan dasar ikan roa asap (Hermimahampus Far.). Jurnal Perbal, 6(3), 17-3017–3030.
Bungin, B. (2007). Penelitian kualitatif: komunikasi, ekonomi, kebijakan publik, dan ilmu sosial lainnya (Vol. 2). Kencana.
Bungin, B. (2015). Komunikasi Pariwisata. Jakarta: Prenadamedia Group. Prenada Media, Jakarta.
Chakraborty, C., Bhattacharyya, S., Moitra, S., & Bandyopadhyay, K. (2017). Potential application of milk and milk products as carrier for herbs and spices: a review. Int J Eng Reserach Sci Technol, 6, 2319–5991.
Cohen, E., & Avieli, N. (2004). Food in tourism - Attraction and impediment. Annals of Tourism Research, 31(4), 755–778. https://doi.org/10.1016/j.annals.2004.02.003
Embuscado, M. E. (2015). Spices and herbs: Natural sources of antioxidants - A mini review. Journal of Functional Foods, 18, 811–819. https://doi.org/10.1016/j.jff.2015.03.005
Gottardi, D., Bukvicki, D., Prasad, S., & Tyagi, A. K. (2016). Beneficial effects of spices in food preservation and safety. Frontiers in Microbiology, 7(SEP), 1–20. https://doi.org/10.3389/fmicb.2016.01394
Hana, S. N., & Satriyati, E. (2019). Jamu Madura sebagai Potensi Pariwisata Herbal. November, 199–205. https://doi.org/10.21107/budayamadura.2019.28
Henderson, J. C. (2009). Food tourism reviewed. British Food Journal, 111(4), 317–326. https://doi.org/10.1108/00070700910951470
Heyes, C. (2012). Grist and mills: On the cultural origins of cultural learning. Philosophical Transactions of the Royal Society B: Biological Sciences, 367(1599), 2181–2191. https://doi.org/10.1098/rstb.2012.0120
Ioannides, D., & Gyimóthy, S. (2020). The COVID-19 crisis as an opportunity for escaping the unsustainable global tourism path. Tourism Geographies, 22(3), 624–632.
Jolliffe, L. (2014). Spices and Tourism: Destinations, Attractions and Cuisines. Multilingual Matters. https://books.google.co.id/books?id=KiDpAwAAQBAJ
Jurado-Almonte, J. M., Pazos-García, F. J., & Castanho, R. A. (2020). Eurocities of the Iberian Borderland: A second generation of border cooperation structures. An analysis of their development strategies. Sustainability (Switzerland), 12(16). https://doi.org/10.3390/SU12166438
Kemenparekraf. (2021). Rempah-Rempah Khas Indonesia yang Banyak Diekspor. https://www.kemenparekraf.go.id/hasil-pencarian/rempah-rempah-khas-indonesia-yang-banyak-diekspor
Komppula, R. (2005). Pursuing customer value in tourism–a rural tourism case-study. Journal of Hospitality & Tourism, 3(2), 83–104.
Kriyantono, R., & Rakhmat, S. J. (2006). Metode penelitian komunikasi. Bandung: PT Remaja Rosdakarya.
Lin, Q., & Lian, Z. (2018). On protection of intangible cultural heritage in China from the intellectual property rights perspective. Sustainability (Switzerland), 10(12). https://doi.org/10.3390/su10124369
Lovelock, C. H., & Wirtz, J. (2004). Services marketing: People, technology, strategy.
Menggala, S. R., Vanhove, W., Aji Muhammad, D. R., Hendri, J., Speelman, S., & Van Damme, P. (2019). Sustainable harvesting of Cinnamomum burmannii (Nees & T. Nees) Blume in Kerinci Regency, Indonesia. Sustainability (Switzerland), 11(23). https://doi.org/10.3390/su11236709
Moleong, L. J. (2016). Metodologi Penelitian Kualitatif. PT.Remaja Rosdakarya.
Muhammad, D. R. A., & Dewettinck, K. (2017). Cinnamon and its derivatives as potential ingredient in functional food—A review. International Journal of Food Properties, 20, 2237–2263. https://api.semanticscholar.org/CorpusID:103442096
Muhammad, D. R. A., Lemarcq, V., Alderweireldt, E., Vanoverberghe, P., Praseptiangga, D., Juvinal, J. G., & Dewettinck, K. (2020). Antioxidant activity and quality attributes of white chocolate incorporated with Cinnamomum burmannii Blume essential oil. Journal of Food Science and Technology, 57, 1731–1739.
Muhammad, D. R. A., Tuenter, E., Patria, G. D., Foubert, K., Pieters, L., & Dewettinck, K. (2021). Phytochemical composition and antioxidant activity of Cinnamomum burmannii Blume extracts and their potential application in white chocolate. Food Chemistry, 340, 127983.
Nair, B. B., & Mohanty, P. P. (2021). Positioning spice tourism as an emerging form of special interest tourism: perspectives and strategies. Journal of Ethnic Foods, 8(1). https://doi.org/10.1186/s42779-021-00086-4
Park, S. (2020). Marketing management (Vol. 3). Seohee Academy.
Rao, H., Monin, P., & Durand, R. (2003). Institutional change in Toque Ville: Nouvelle cuisine as an identity movement in French gastronomy. American Journal of Sociology, 108(4), 795–843.
Romagosa, F. (2020). The COVID-19 crisis: Opportunities for sustainable and proximity tourism. Tourism Geographies, 22(3), 690–694. https://doi.org/10.1080/14616688.2020.1763447
Santich, B. (2004). The study of gastronomy and its relevance to hospitality education and training. International Journal of Hospitality Management, 23(1), 15–24. https://doi.org/10.1016/S0278-4319(03)00069-0
Sulastri, B. A., Adiba, E. M., & Suaibah, L. (2022). Pengaruh Label Halal terhadap Pendapatan Agroindustri Obat Tradisional dan Tanaman Rempah di Madura. Jurnal Ekonomi Dan Bisnis, 3(2), 99–108.
Suryandari, N., & Rahmawati, F. N. (2021). Challenges in the Development of. IOSR Journal Of Humanities And Social Science (IOSR-JHSS), 26(12), 10–15. https://doi.org/10.9790/0837-2612051015
Teguh, F., & Avenzora, R. (2013). Ecotourism and Sustainable Tourism Development in Indonesia: The Potentials, Lessons, and Best Practices. Ministry of Tourism and Creative Economy. https://books.google.co.id/books?id=AObXtwEACAAJ
Van Wyk, B.-E. (2014). Culinary herbs and spices of the world. University of Chicago Press.
Wang, Y., & Davidson, M. C. G. (2010). Pre- and post-trip perceptions: An insight into Chinese package holiday market to Australia. Journal of Vacation Marketing, 16(2), 111–123. https://doi.org/10.1177/1356766709357488
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm. McGraw-Hill.
Published
2024-08-28
Section
Articles
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