Membangun Loyalitas Wisatawan Melalui Kebijakan Pariwisata Hijau dan Strategi Pemasaran Pariwisata Hijau
Keywords:
Kebijakan Pemerintah, Pariwisata Hijau, Pemasaran Pariwisata Hijau, Kepuasan, Loyalitas WisatawanAbstract
Kepariwisataan dapat tumbuh dan berkembang dengan baik manakala didukung oleh kebijakan pemerintah yang berorientasi pada pengembangan industry Kepariwsataan. Artikel ini ditulis bertujuan untuk membangun model kebijakan pemerintah dalam mewujudkan loyalitas wisatawan. Artikel ini di tulis dan dikembangkan berdasarkan kajian literatur tentang teori kepariwisataan, kebijakan pemerintah, teori tentang green marketing, kepuasan dan loyalitas wisatawan. Bahan kajian dikumpulkan dari berbagai journal nasional maupun internasional sebagai dasar untuk pengembangan model. Berdasarkan kajian literature diperoleh peta konsep atau model bahwa Kebijakan pemerintah yang berorientasi pada pelaksanaan green tourism maupun green marketing tourism dapat mempermudah tercapainya tujuan industri kepariwisataan yaitu kepuasan wisatawan dan loyalitas wisatawan.
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References
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Campo Sara, Yague Maria. 2008. Tourist Loyalty to Tour Operator: Effects of Price Promotions and Tourist Effort. Journal of Travel Research, Vol. 46, February 2008, 318-326 DOI: 10.1177/0047287507303975 © 2008 Sage Publications.
Coban Susana. 2012. The Effects of the Image of Destination on Tourist Satisfaction and Loyalty: The Case of Cappadocia. European Journal of Social Sciences ISSN 1450-2267 Vol.29 No.2 pp. 222-232 Euro Journals Publishing, Inc. 2012 http://www.europeanjournalofsocialsciences.com.
Cooper, C, et al; 2005. Tourism: Principle and Practice. Pearson Education Limited, Third Edition, England.
Dick, Alan S and Basu, Kunal. 1994.â€Customer Loyalty: Toward an Integrated Conceptual Frameworkâ€. Journal of the Academy of marketing Science. Vol.22, No 2, pp.99-113.
Dharmmesta Basu Swastha 1999. Loyalitas Pelanggan: Sebuah Kajian Konseptual Sebagai Paduan Bagi Peneliti. Journal of Indonesian Economy and Business. UGM.
Emin Muhamad. 2013). Pengaruh Kebijakan Undang-Undang Nomor 9 tahun 1990 tentang Kepariwisataan dalam Pengeloaan Wisata Alam terhadap Kepuasan Pengunjung Kolam Pemandian Cibulan di Desa Manis Kidul Jalaksana Kabupaten Kuningan. Abstrak. Tesis. http://e-journal.unswagati crb.ac.id/mahasiswa.php.
Faullant Rita, Matzler Kurt and Fu¨ ller Johann. 2008. The impact of satisfaction and image on loyalty: the case of Alpine ski resorts. Managing Service Quality; Emerald Group Publishing Limited Vol. 18 No. 2, 2008 pp. 163-17. DOI 10.1108/0960452081085921.
Felitti D. L. and Fiora AM. 2013. Destination loyalty: Effects of wine tourists’ experiences, memories, and satisfaction on intentions. Tourism and Hospitality Research Pg. 4 7-6 2.
Finkelman, D.P. and Goland, A.R. 1990. “How not to Satisfy Your Customersâ€, McKinsey Quaterly, Winter, pp. 2-12
Goeldner C. R, Ritchie J. R. Brent. 2009. Tourism: principle Practice and Phlosophies. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada.
Font, X. and Tribe, J. (2001). Promoting Green Tourism: the Future of Environmental Awards. International Journal of Tourism Research, (3), pp. 9-21
Homburg, Christian; Giering, Annette. 2001. Personal characteristics as moderators of the relationship between Psychology & Marketing; John Wiley & Son Inc.
Hong, S., Kim, J., Kim, S., 2003. Implications of potential green tourism development, Annals of Tourism Research, Vol. 30, No. 2, , p. 325.
Jahanshahi A. A, et al. 2011. Study the Effects of Customer Service and Product Quality on Customer Satisfaction and Loyalty. International Journal of Humanities and Social Science Vol. 1 No. 7; [Special Issue –June 2011].
Jaiswal Anand Kumar and Niraj Rakesh. 2007. Examining the Nonlinear Effects in Satisfaction-Loyalty-Behavioral Intentions Model. Research Publication Indian Institute of Management Ahmedabad India. Pg. 1-29
Jumadi 2015. Pemasaran Kepariwisataan Terpadu, Bimotry: Yogyakarta.
Jumadi 2017. External Marketing, Government Policy and TSerqual toward Customer Satisfaction in Indonesia Tourism Industry. International Journal of Management, Accounting and Economics Vol. 4, No. 1, January, 2017 ISSN 2383-2126 (Online) p. 43-45
Kotler Philip; Keller Kevin Lane 2009. Marketing Management Pearson. Prentice Hall, 13rd Edition, New Jersey USA
Kotler Philip, & Keller. 2012. Marketing Management, Pearson Education.
Lane, B., 1994, "What is Rural Tourism?" Journal of Sustainable Tourism, Volume 2, Issue 1-2,
Leonidou, L.C., Coudounaris, D.N., Kvasova, O., Christodoulides, P., 2015. Drivers and Outcomes of Green Tourist Attitudes and Behavior: Sociodemographic
Moderating Effects. Psychology & Marketing 32(6), 635-650
Liu I.-C. 2012. The Research of Medical Tourism Policy Network in Taiwan. Sociology Mind. Vol.2, No.4, 457-463 Published Online in SciRes http://www.SciRP.org/journal/sm
Liu, S., Kasturiratne, D., Moizer, J., 2012. A Hub-and-spoke Model for Multi-dimensional Integration of Green Marketing and Sustainable Supply Chain Management. Industrial Marketing Management 41(4), 581-588
Lubis Arlina Nurbaity, 2004. Strategi Pemasaran dalam Persaingan Bisnis. Digitized by USU digital library.
Mechinda, Hirankitti, P., P., & Manjing, S. 2009. Marketing Strategies of Thai spa operators in bangkok metropolitan. Paper presented at the The International Conference on Applied Business Research ICABR Valletta (St.Julians) Malta.
Middleton, V. T. C. and Hawkins, R., Sustainable Tourism: A Marketing Perspective, Butterworth- Heinemann, Oxford 1998, p. 242.
Mohajerani Pardis, Miremadi Alireza. 2012. Customer Satisfaction Modeling in Hotel Industry: A Case Study of Kish Island in Iran. International Journal of Marketing Studies Vol. 4, No. 3; www.ccsenet.org/ijms
Ottman, J. A.: 1998. Green marketing: Opportunity for Innovation, J. Ottman Consulting Inc.,, p. 45.
Phitthayaphinant Purawich & Nissapa Ayut. 2011. Consumersu Satisfaction on Marketing Mix of Biodiesel in Southern Thailand: A Case Study in Songkhla, Krabi, and Trang Provinces, Department of Agricultural Development, Faculty of Natural Resources, Prince of Songkla University, Songkhla 90112, Thailand.
Polonsky, M. J. and Rosenberger P. J.: 2001. Re-evaluating Green Marketing: A Strategic Approach, Business Horizons, September/October, p. 28.
Polonsky, M.J., 2011. Transformative Green Marketing: Impediments and Opportunities. Journal of Business Research 64(12), 1311-1319.
Prasana Kumar. 2010. Marketing of Hospitality and Tourism Service, Tata McGraw Hill Education Private Limited, New Delhi
Pritchard, Mark P; Havitz, Mark E; Howard, Dennis R .1999. Analyzing the commitment-loyalty link in service contexts. Academy of Marketing Science. Journal; Summer ProQuest pg. 333.
Prasanna Kumar. 2010. Marketing of Hospitality and Tourism Service, Tata McGraw Hill Education Private Limited, New Delhi
Radder Laetitia and Han Xiliang. 2013. Perceived Quality, Visitor Satisfaction And Conative Loyalty In South African Heritage Museums. International Business & Economics Research Journal pg. 1261-1271.
Sarker Hossain, Mohammad Amzad, Wang Aimin, Sumayya Begum. 2012. Investigating the Impact of Marketing Mix Elements on Tourists ‘Satisfaction: An Empirical Study on East Lake, European Journal of Business and Management, ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 4, No.7, 2012 P273-282
Sheth Jagdish N dan Parvitayar Atul. 1995. Rlationship Marketing in Costumer Market: Antesedent and Consequences. Journal of The Academy of Marketing Science. Pg 255-271
Sharma, A., Iyer, G.R., Mehrotra, A., Krishnan, R., 2010. Sustainability and Business-toBusiness Marketing: A Framework and Implications. Industrial Marketing Management 39(2), 330-34
Singh R. B. and Mishra D. K. 2003. Green Tourism in Mountain Regions Reducing Vulnerability and Promoting People and Place Centric Development in the Himalayas. Journal of Mountain Science Vol 1 No 1 (2004): 57-64
Å toković, BoÅ¡ković, D., I.,2 001.Total Consumer Satisfaction as a Means to Marketing Globalisation, Proceedings of the 17th CROMAR Congress, “State Marketing – Croatian State Marketingâ€, CROMAR Zagreb, CROMAR – Pula, CEMA – Center for Marketing, Zagreb, p. 286.
Szczepańska Katarzyna, Gawron Patryk Paweł. 2011. Changes in Approach to Customer Loyalty, Contemporary Economics, Vol. 5 Issue 1 2011
Thamrin. 2012. The Role of Service Marketing Mix and Ship Service Quality towards Perceived Value and Its Impact to Ship Passenger’s Satisfaction In Indonesia, Global Journal of Management and Business Research. Volume 12 Issue 3 Version 1.0
Thiele Rundle, Sharyn Marisa Maio Mackay. 2001. Assessing the performance of brand loyalty measures. The Journal of Services Marketing; pg. 529-546
Tunde, Manisola Afolabi. 2012. Harnessing Tourism Potentials for Sustainable Development: a Case of Owu Water Falls in Nigeria. Journal of Sustainable Development in Africa. (Volume 14, No.1, 2012) ISSN: 1520-5509 Clarion University of Pennsylvania, Clarion, Pennsylvania
UU No.10 Tahun .2009. Tentang Pariwisata Pasal 1 Ketentuan Umum
Violeta, S., Gheorghe, I., 2009. The Green Strategy Mix - A New Marketing Approach. Knowledge Management and Innovation in Advancing Economics - Analysis and Solutions 1, 1344-1347
Wight, P. (1994). Environmentally responsible marketing of tourism. In Ecotourism: a Sustainable Option? Cater, E., and Lowman, G. (ed.). Wiley: Chichester , pp. 39-53
Wolfe Michael J. Crotts John C. 2011. Marketing Mix Modeling for the Tourism Industry: A Best Practices Approach. International Journal of Tourism Sciences, Volume 11, Number 1, pp. 1-15, 2011.
Zeithaml Valeie A, Bitner Mary Jo, Gramler Dwayyne D. 2009.†Service Marketing Integrating Customer Focus Across the Firmâ€, Mc Graw-Hill.
Zeithaml, V. A., & Bitner. 2003. Service Marketing. New York: McGraw Hill.
Anuwichanont Jirawat, Mechinda Panisa. 2009. The Impact of Perceived Value on Spa Loyalty and Its Moderating Effect of Destination Equity. Journal of Business & Economics Research –Volume 7, Number 12.
Asamoah Kwame. 2013. Policy implementation: A Tool for Enhancing Tourism Development in Ghana. Journal of Law, Policy and Globalization www.iiste.org ISSN 2224-3259 (Online) Vol.10, page 19-29.
Campo Sara, Yague Maria. 2008. Tourist Loyalty to Tour Operator: Effects of Price Promotions and Tourist Effort. Journal of Travel Research, Vol. 46, February 2008, 318-326 DOI: 10.1177/0047287507303975 © 2008 Sage Publications.
Coban Susana. 2012. The Effects of the Image of Destination on Tourist Satisfaction and Loyalty: The Case of Cappadocia. European Journal of Social Sciences ISSN 1450-2267 Vol.29 No.2 pp. 222-232 Euro Journals Publishing, Inc. 2012 http://www.europeanjournalofsocialsciences.com.
Cooper, C, et al; 2005. Tourism: Principle and Practice. Pearson Education Limited, Third Edition, England.
Dick, Alan S and Basu, Kunal. 1994.â€Customer Loyalty: Toward an Integrated Conceptual Frameworkâ€. Journal of the Academy of marketing Science. Vol.22, No 2, pp.99-113.
Dharmmesta Basu Swastha 1999. Loyalitas Pelanggan: Sebuah Kajian Konseptual Sebagai Paduan Bagi Peneliti. Journal of Indonesian Economy and Business. UGM.
Emin Muhamad. 2013). Pengaruh Kebijakan Undang-Undang Nomor 9 tahun 1990 tentang Kepariwisataan dalam Pengeloaan Wisata Alam terhadap Kepuasan Pengunjung Kolam Pemandian Cibulan di Desa Manis Kidul Jalaksana Kabupaten Kuningan. Abstrak. Tesis. http://e-journal.unswagati crb.ac.id/mahasiswa.php.
Faullant Rita, Matzler Kurt and Fu¨ ller Johann. 2008. The impact of satisfaction and image on loyalty: the case of Alpine ski resorts. Managing Service Quality; Emerald Group Publishing Limited Vol. 18 No. 2, 2008 pp. 163-17. DOI 10.1108/0960452081085921.
Felitti D. L. and Fiora AM. 2013. Destination loyalty: Effects of wine tourists’ experiences, memories, and satisfaction on intentions. Tourism and Hospitality Research Pg. 4 7-6 2.
Finkelman, D.P. and Goland, A.R. 1990. “How not to Satisfy Your Customersâ€, McKinsey Quaterly, Winter, pp. 2-12
Goeldner C. R, Ritchie J. R. Brent. 2009. Tourism: principle Practice and Phlosophies. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. Published simultaneously in Canada.
Font, X. and Tribe, J. (2001). Promoting Green Tourism: the Future of Environmental Awards. International Journal of Tourism Research, (3), pp. 9-21
Homburg, Christian; Giering, Annette. 2001. Personal characteristics as moderators of the relationship between Psychology & Marketing; John Wiley & Son Inc.
Hong, S., Kim, J., Kim, S., 2003. Implications of potential green tourism development, Annals of Tourism Research, Vol. 30, No. 2, , p. 325.
Jahanshahi A. A, et al. 2011. Study the Effects of Customer Service and Product Quality on Customer Satisfaction and Loyalty. International Journal of Humanities and Social Science Vol. 1 No. 7; [Special Issue –June 2011].
Jaiswal Anand Kumar and Niraj Rakesh. 2007. Examining the Nonlinear Effects in Satisfaction-Loyalty-Behavioral Intentions Model. Research Publication Indian Institute of Management Ahmedabad India. Pg. 1-29
Jumadi 2015. Pemasaran Kepariwisataan Terpadu, Bimotry: Yogyakarta.
Jumadi 2017. External Marketing, Government Policy and TSerqual toward Customer Satisfaction in Indonesia Tourism Industry. International Journal of Management, Accounting and Economics Vol. 4, No. 1, January, 2017 ISSN 2383-2126 (Online) p. 43-45
Kotler Philip; Keller Kevin Lane 2009. Marketing Management Pearson. Prentice Hall, 13rd Edition, New Jersey USA
Kotler Philip, & Keller. 2012. Marketing Management, Pearson Education.
Lane, B., 1994, "What is Rural Tourism?" Journal of Sustainable Tourism, Volume 2, Issue 1-2,
Leonidou, L.C., Coudounaris, D.N., Kvasova, O., Christodoulides, P., 2015. Drivers and Outcomes of Green Tourist Attitudes and Behavior: Sociodemographic
Moderating Effects. Psychology & Marketing 32(6), 635-650
Liu I.-C. 2012. The Research of Medical Tourism Policy Network in Taiwan. Sociology Mind. Vol.2, No.4, 457-463 Published Online in SciRes http://www.SciRP.org/journal/sm
Liu, S., Kasturiratne, D., Moizer, J., 2012. A Hub-and-spoke Model for Multi-dimensional Integration of Green Marketing and Sustainable Supply Chain Management. Industrial Marketing Management 41(4), 581-588
Lubis Arlina Nurbaity, 2004. Strategi Pemasaran dalam Persaingan Bisnis. Digitized by USU digital library.
Mechinda, Hirankitti, P., P., & Manjing, S. 2009. Marketing Strategies of Thai spa operators in bangkok metropolitan. Paper presented at the The International Conference on Applied Business Research ICABR Valletta (St.Julians) Malta.
Middleton, V. T. C. and Hawkins, R., Sustainable Tourism: A Marketing Perspective, Butterworth- Heinemann, Oxford 1998, p. 242.
Mohajerani Pardis, Miremadi Alireza. 2012. Customer Satisfaction Modeling in Hotel Industry: A Case Study of Kish Island in Iran. International Journal of Marketing Studies Vol. 4, No. 3; www.ccsenet.org/ijms
Ottman, J. A.: 1998. Green marketing: Opportunity for Innovation, J. Ottman Consulting Inc.,, p. 45.
Phitthayaphinant Purawich & Nissapa Ayut. 2011. Consumersu Satisfaction on Marketing Mix of Biodiesel in Southern Thailand: A Case Study in Songkhla, Krabi, and Trang Provinces, Department of Agricultural Development, Faculty of Natural Resources, Prince of Songkla University, Songkhla 90112, Thailand.
Polonsky, M. J. and Rosenberger P. J.: 2001. Re-evaluating Green Marketing: A Strategic Approach, Business Horizons, September/October, p. 28.
Polonsky, M.J., 2011. Transformative Green Marketing: Impediments and Opportunities. Journal of Business Research 64(12), 1311-1319.
Prasana Kumar. 2010. Marketing of Hospitality and Tourism Service, Tata McGraw Hill Education Private Limited, New Delhi
Pritchard, Mark P; Havitz, Mark E; Howard, Dennis R .1999. Analyzing the commitment-loyalty link in service contexts. Academy of Marketing Science. Journal; Summer ProQuest pg. 333.
Prasanna Kumar. 2010. Marketing of Hospitality and Tourism Service, Tata McGraw Hill Education Private Limited, New Delhi
Radder Laetitia and Han Xiliang. 2013. Perceived Quality, Visitor Satisfaction And Conative Loyalty In South African Heritage Museums. International Business & Economics Research Journal pg. 1261-1271.
Sarker Hossain, Mohammad Amzad, Wang Aimin, Sumayya Begum. 2012. Investigating the Impact of Marketing Mix Elements on Tourists ‘Satisfaction: An Empirical Study on East Lake, European Journal of Business and Management, ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online) Vol 4, No.7, 2012 P273-282
Sheth Jagdish N dan Parvitayar Atul. 1995. Rlationship Marketing in Costumer Market: Antesedent and Consequences. Journal of The Academy of Marketing Science. Pg 255-271
Sharma, A., Iyer, G.R., Mehrotra, A., Krishnan, R., 2010. Sustainability and Business-toBusiness Marketing: A Framework and Implications. Industrial Marketing Management 39(2), 330-34
Singh R. B. and Mishra D. K. 2003. Green Tourism in Mountain Regions Reducing Vulnerability and Promoting People and Place Centric Development in the Himalayas. Journal of Mountain Science Vol 1 No 1 (2004): 57-64
Å toković, BoÅ¡ković, D., I.,2 001.Total Consumer Satisfaction as a Means to Marketing Globalisation, Proceedings of the 17th CROMAR Congress, “State Marketing – Croatian State Marketingâ€, CROMAR Zagreb, CROMAR – Pula, CEMA – Center for Marketing, Zagreb, p. 286.
Szczepańska Katarzyna, Gawron Patryk Paweł. 2011. Changes in Approach to Customer Loyalty, Contemporary Economics, Vol. 5 Issue 1 2011
Thamrin. 2012. The Role of Service Marketing Mix and Ship Service Quality towards Perceived Value and Its Impact to Ship Passenger’s Satisfaction In Indonesia, Global Journal of Management and Business Research. Volume 12 Issue 3 Version 1.0
Thiele Rundle, Sharyn Marisa Maio Mackay. 2001. Assessing the performance of brand loyalty measures. The Journal of Services Marketing; pg. 529-546
Tunde, Manisola Afolabi. 2012. Harnessing Tourism Potentials for Sustainable Development: a Case of Owu Water Falls in Nigeria. Journal of Sustainable Development in Africa. (Volume 14, No.1, 2012) ISSN: 1520-5509 Clarion University of Pennsylvania, Clarion, Pennsylvania
UU No.10 Tahun .2009. Tentang Pariwisata Pasal 1 Ketentuan Umum
Violeta, S., Gheorghe, I., 2009. The Green Strategy Mix - A New Marketing Approach. Knowledge Management and Innovation in Advancing Economics - Analysis and Solutions 1, 1344-1347
Wight, P. (1994). Environmentally responsible marketing of tourism. In Ecotourism: a Sustainable Option? Cater, E., and Lowman, G. (ed.). Wiley: Chichester , pp. 39-53
Wolfe Michael J. Crotts John C. 2011. Marketing Mix Modeling for the Tourism Industry: A Best Practices Approach. International Journal of Tourism Sciences, Volume 11, Number 1, pp. 1-15, 2011.
Zeithaml Valeie A, Bitner Mary Jo, Gramler Dwayyne D. 2009.†Service Marketing Integrating Customer Focus Across the Firmâ€, Mc Graw-Hill.
Zeithaml, V. A., & Bitner. 2003. Service Marketing. New York: McGraw Hill.
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