STRATEGI PEMASARAN BERBASIS KEMAMPUAN KOMUNIKASI MULTIBAHASA PRAMUWISATA DI KAWASAN KOTA TUA AMPENAN
Keywords:
Strategi Pemasaran; Komunikasi Multibahasa; Pramuwisata; Kota Tua Ampena,; Pariwisata Budaya.
Abstract
Kawasan Kota Tua Ampenan merupakan destinasi wisata budaya yang memiliki nilai sejarah tinggi, namun potensi pemasarannya belum dimanfaatkan secara optimal. Salah satu faktor yang dapat meningkatkan daya saing destinasi adalah kemampuan komunikasi multibahasa pramuwisata dalam memberikan pengalaman wisata yang lebih berkualitas kepada wisatawan mancanegara. Penelitian ini bertujuan menganalisis peran kemampuan komunikasi multibahasa pramuwisata sebagai strategi pemasaran destinasi di Kota Tua Ampenan. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik pengumpulan data melalui wawancara mendalam, observasi, dan focus group discussion terhadap pramuwisata, pengelola destinasi, dan wisatawan. Analisis data dilakukan menggunakan analisis tematik untuk mengidentifikasi pola, tantangan, dan strategi yang relevan. Hasil penelitian menunjukkan bahwa kemampuan komunikasi multibahasa meningkatkan kualitas interaksi, kepuasan wisatawan, serta memperkuat citra destinasi sebagai kawasan wisata budaya yang ramah bagi wisatawan internasional. Namun demikian, masih terdapat kesenjangan antara kompetensi bahasa pramuwisata dengan kebutuhan pasar wisata global. Oleh karena itu, diperlukan penguatan kapasitas sumber daya manusia melalui pelatihan berkelanjutan, sertifikasi kompetensi bahasa, serta integrasi teknologi digital dalam strategi pemasaran destinasi. Temuan ini memberikan rekomendasi bagi pengelola destinasi dan pemerintah daerah dalam mengembangkan pemasaran pariwisata yang lebih kompetitif dan berkelanjutan.
References
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[2] Buhalis, Dimitrios, and Rob Law. "Progress in Information Technology and Tourism Managem Ap, John, and Kaye K. F. Wong. 2001. "Case Study on the Tour Guiding Profession in Hong Kong and Mainland China." Journal of Travel Research 40 (1): 35–44.
[3] Barney, Jay B. 1991. "Firm Resources and Sustained Competitive Advantage." Journal of Management 17 (1): 99–120.
[4] Braun, Virginia, and Victoria Clarke. 2006. "Using Thematic Analysis in Psychology." Qualitative Research in Psychology 3 (2): 77–101.
[5] Buhalis, Dimitrios, and Rob Law. 2008. "Progress in Information Technology and Tourism Management: Twenty Years On and Ten Years After the Internet—The State of eTourism Research." Tourism Management 29 (4): 609–623.
[6] Cohen, Erik. 1985. "The Tourist Guide: The Origins, Structure and Dynamics of a Role." Annals of Tourism Research 12 (1): 5–29.
[7] Cohen, Scott A., and Erik Cohen. 2015. "New Directions in the Philosophy of Tourism." Journal of Travel Research 54 (4): 433–445.
[8] Creswell, John W., and Cheryl N. Poth. 2018. Qualitative Inquiry and Research Design: Choosing Among Five Approaches. 4th ed. Thousand Oaks, CA: Sage Publications.
[9] Dann, Graham M. S. 1996. The Language of Tourism: A Sociolinguistic Perspective. Wallingford: CAB International.
[10] Dinas Pariwisata Lombok Utara. 2023. Annual Tourism Statistics Report 2023. Unpublished Government Document.
[11] Goeldner, Charles R., and J. R. Brent Ritchie. 2012. Tourism: Principles, Practices, Philosophies. 12th ed. Hoboken, NJ: John Wiley & Sons.
[12] Gössling, Stefan. 2021. "Technology, ICT and Tourism: From Big Data to the Good Society." Journal of Sustainable Tourism 29 (5): 849–858.
[13] Hanafiah, Mohd Hairi, and Mohd Ismail Harun. 2010. "Tourism Destination Image: From Two-Dimensional to Multi-Dimensional Construct." Malaysian Journal of Media Studies 12 (1): 73–88.
[14] Hochschild, Arlie Russell. 1983. The Managed Heart: Commercialization of Human Feeling. Berkeley: University of California Press.
[15] Huang, Songshan, Betty Weiler, and Anne Assunto. 2009. "China's Destination Image Formation: A Source Market Perspective." Journal of China Tourism Research 5 (3): 231–250.
[16] Kotler, Philip, and Kevin Lane Keller. 2016. Marketing Management. 15th ed. Harlow: Pearson.
[17] Li, Hui, Xiaoling Xu, and David A. Crane. 2021. "Emerging Information Technologies for Enhancing Tourism Experiences: A Comprehensive Review." Journal of Travel Research 49 (2): 171–186.
[18] Lincoln, Yvonna S., and Egon G. Guba. 1985. Naturalistic Inquiry. Beverly Hills, CA: Sage Publications.
[19] Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry. 1988. "SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality." Journal of Retailing 64 (1): 12–40.
[20] Patton, Michael Quinn. 2015. Qualitative Research & Evaluation Methods. 4th ed. Thousand Oaks, CA: Sage Publications.
[21] Pike, Steven. 2008. Destination Marketing: An Integrated Marketing Approach. London: Routledge.
[22] Pike, Steven, and Stephen J. Page. 2014. "Destination Marketing Organizations and Destination Marketing: A Narrative Analysis of the Literature." Tourism Management 41: 202–227.
[23] Pine II, B. Joseph, and James H. Gilmore. 1999. The Experience Economy: Work Is Theatre and Every Business a Stage. Boston: Harvard Business Review Press.
[24] Porter, Michael E. 1985. Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press.
[25] Sandelowski, Margarete. 2000. "Focus on Research Methods: Whatever Happened to Qualitative Description?" Research in Nursing & Health 23 (4): 334–340.
[26] Urry, John, and Jonas Larsen. 2011. The Tourist Gaze 3.0. 3rd ed. London: SAGE Publications.
[27] Vargo, Stephen L., and Robert F. Lusch. 2008. "Service-Dominant Logic: Continuing the Evolution." Journal of the Academy of Marketing Science 36 (1): 1–10.
[28] Wang, Ning. 1999. "Rethinking Authenticity in Tourism Experience." Annals of Tourism Research 26 (2): 349–370.
[29] Weiler, Betty, and Kevin Walker. 2014. "Narration and Interpretation in Cultural Tourism." Journal of Travel Research 53 (4): 459–467.
[30] Williams, Allan. 2007. "Emotion, Language and the Tourist Experience." In Tourism and Culture: Global Civilisation Clashes, edited by A. Creed, 89–106. London: Routledge.
[31] Williams, Allan M., and C. Michael Hall. 2000. "Tourism and Migration: New Relationships Between Production and Consumption." Tourism Geographies 2 (1): 5–27.ent: Twenty Years On and Ten Years After the Internet—The State of eTourism Research." Tourism Management 29, no. 4 (2008): 609–623.
[32] Creswell, John W., and Cheryl N. Poth. Qualitative Inquiry and Research Design: Choosing Among Five Approaches. 4th ed. Thousand Oaks, CA: Sage Publications, 2018.
[33] Dann, Graham M. S. The Language of Tourism: A Sociolinguistic Perspective. Wallingford: CAB International, 1996.
[34] Lincoln, Yvonna S., and Egon G. Guba. Naturalistic Inquiry. Beverly Hills, CA: Sage Publications, 1985.
[35] Patton, Michael Quinn. Qualitative Research & Evaluation Methods. 4th ed. Thousand Oaks, CA: Sage Publications, 2015.
[36] Pike, Steven. Destination Marketing: An Integrated Marketing Communication Approach. Oxford: Butterworth-Heinemann, 2008.
[37] Pike, Steven, and Stephen J. Page. "Destination Marketing Organizations and Destination Marketing: A Narrative Analysis of the Literature." Tourism Management 41 (2014): 202–227.
[38] Pine, B. Joseph, II, and James H. Gilmore. The Experience Economy: Work Is Theatre and Every Business a Stage. Boston: Harvard Business School Press, 1999.
[39] Porter, Michael E. Competitive Advantage: Creating and Sustaining Superior Performance. New York: Free Press, 1985.
[40] Vargo, Stephen L., and Robert F. Lusch. "Service-Dominant Logic: Continuing the Evolution." Journal of the Academy of Marketing Science 36, no. 1 (2008): 1–10.
[41] Weiler, Betty, and Kevin Walker. Enhancing the Visitor Experience: Reconceptualising the Tour Guide's Communicative Role. Gold Coast: CRC for Sustainable Tourism, 2014.
Published
2026-07-17
How to Cite
Supriadi, E., Martayadi, U., & Prayuda, D. (2026). STRATEGI PEMASARAN BERBASIS KEMAMPUAN KOMUNIKASI MULTIBAHASA PRAMUWISATA DI KAWASAN KOTA TUA AMPENAN. Journal Of Responsible Tourism, 6(1), 113-128. https://doi.org/10.47492/jrt.v6i1.4170
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