Evaluasi Efektivitas Pemasaran Pariwisata Indonesia dari Perspektif Masyarakat Mancanegara
DOI:
https://doi.org/10.37253/altasia.v8i2.12073Keywords:
bauran pemasaran, efektivitas, pariwisata, mancanegaraAbstract
Pariwisata merupakan salah satu sektor strategis yang berkontribusi terhadap pertumbuhan ekonomi nasional. Namun, efektivitas strategi pemasaran pariwisata Indonesia dalam menarik wisatawan mancanegara masih menghadapi berbagai tantangan, khususnya dalam membangun pengenalan merek secara global dan menyesuaikan pesan promosi dengan karakteristik wisatawan internasional. Penelitian sebelumnya cenderung berfokus pada pendekatan kuantitatif, sehingga perspektif langsung wisatawan mancanegara masih terbatas. Oleh karena itu, penelitian ini ditujukan guna menganalisis efektivitas pemasaran pariwisata Indonesia dari perspektif masyarakat mancanegara. Penelitian ini menggunakan pendekatan kualitatif deskriptif analisis tematik dengan teknik pengumpulan data melalui wawancara semi-terstruktur terhadap 8–10 informan dari beberapa negara, yaitu Turki, Taiwan, Jepang, Seychelles, dan Korea. Analisis data dilakukan melalui proses reduksi data, penyajian data, dan penarikan kesimpulan dengan mengacu pada kerangka bauran pemasaran 4P serta perspektif The Goal-Centered View dan The Natural Systems View. Temuan penelitian menunjukkan bahwa pemasaran pariwisata Indonesia telah berhasil membangun tingkat awareness yang cukup baik di kalangan wisatawan mancanegara. Namun, efektivitasnya masih belum optimal dalam meningkatkan brand recognition global, diferensiasi selain Bali, serta segmentasi pesan promosi yang sesuai dengan karakteristik budaya pasar internasional di butuhkan strategi pemasaran yang lebih optimal. Penelitian ini memiliki keterbatasan pada jumlah informan yang relatif terbatas serta cakupan negara yang belum sepenuhnya merepresentasikan wisatawan global. Oleh karena itu, penelitian selanjutnya disarankan untuk melibatkan responden yang lebih luas.
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