Analisis Strategi Pengembangan Smart Destinations: Perspektif Service-Dominant Logic
DOI:
https://doi.org/10.37253/altasia.v5i2.7520Keywords:
Destinasi Pariwisata, Pariwisata Berkelanjutan, Smart Destinations, Service-Dominant Logic, Value Co-créationAbstract
Seiring pesatnya perkembangan teknologi informasi dan komunikasi digital (TIK) memberikan pengaruh yang signifikan bagi semakin maraknya usaha pariwisata yang membangun konsep smart destination guna memenuhi keinginan wisatawan. Berdasarkan hasil temuan dari beberapa referensi dan literatur, ternyata terdapat research gap mengenai belum adanya kajian lebih dalam tentang pengembangan strategi smart destination di Indonesia, terutama dalam penggunaan kerangka kerja service-dominant logic yang melibatkan wisatawan dalam pengembangan produk baru (value co-creation). Pendekatan deskriptif kualitatif juga digunakan untuk menggambarkan tingkatan strategi yang dibuat berdasarkan jangka waktu pelaksanaan. Diperoleh tiga berdasarkan jangka waktu pelaksanaan. Pertama, strategi jangka pendek (1-5 tahun) digolongkan dengan fokus program tata kelola smart destination, penggunaan alat berbayar elektronik dan pemasaran berbasis internet. Berikutnya, jangka menengah (5-10 tahun), program yang dilaksanakan antara lain penggunaan kendaraan listrik ramah lingkungan, GPS tracking tourist activity, monitoring pengelolaan lingkungan yang disimpan melalui database online, serta augmented reality for visitor management and interpretation. Terakhir, strategi jangka panjang (>10 tahun) penerapan destination low energy, otomatisasi layanan dan artificial intelegence. Utamanya semua penerapan strategi high technology yang menyesuaikan perkembangan jaman dirancang untuk memberikan kepuasan bagi wisatawan dengan tujuan agar berkunjung kembali dan berimbas pada keberlanjutan destinasi pariwisata. Secara keilmuan, studi ini dapat memberikan usulan alternatif kebijakan yang dapat digunakan bagi pengambil kebijakan dan menambah referensi bagi studi lanjutan terkait pengembangan smart destination.
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Jeong, M., & Shin, H. H. (2020). Tourists’ Experiences with Smart Tourism Technology at Smart Destinations and Their Behavior Intentions. Journal of Travel Research, 59(8), 1464–1477. https://doi.org/10.1177/0047287519883034
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Kemenparekraf. (2022). Rencana Strategis Kementerian Pariwisata dan Ekonomi Kreatif/Badan Pariwisata dan
Ekonomi Kreatif Tahun 2020 - 2024 (Permenparekraf No. 11 Tahun 2022).
Kennedy, P. S. J., L.Tobing, S. J., & L.Toruan, R. (2022). Smart Tourism Concepts to be applied for the Lake Toba Tourism Area. International Journal of Artificial Intelligence Research, 6(1). https://doi.org/https://doi.org/10.29099/ijair.v6i1.359
Komninos, N. (2014). The age of intelligent cities: Smart environments and innovation-for-all strategies. https://doi.org/10.4324/9781315769349
Koo, C., Mendes-Filho, L., & Buhalis, D. (2019). Smart tourism and competitive advantage for stakeholders. Tourism Review, 74, 1–5. https://doi.org/10.1108/TR-02-2019-208
Li, C.-Y., Fang, Y.-H., & Sukoco, B. M. (2021). Value proposition as a catalyst for innovative service experience: the case of smart-tourism destinations. Service Business, 15(2), 281–308. https://doi.org/10.1007/s11628-021-00443-y
Lin, Z., Chen, Y., & Filieri, R. (2017). Resident-tourist value co-creation: The role of residents’ perceived tourism impacts and life satisfaction. Tourism Management, 61, 436–442. https://doi.org/10.1016/j.tourman.2017.02.013
Lopez de Avila, A. (2015). Smart destinations: XXI century tourism. ENTER 2015 Conference on Information and Communication Technologies in Tourism, 4–6.
Lusch, R. F., Vargo, S. L., & Tanniru, M. (2010). Service, value networks and learning. Journal of the Academy of Marketing Science, 38(1), 19–31. https://doi.org/10.1007/s11747-008-0131-z
Mahadewi., N. M. E., Negarayana, I. B. P., Tirtawati, N. M., & Dianasari, D. A. M. L. (2016). Persepsi Wisatawan Terhadap Bali Sebagai Smart Tourism Destination.
Polese, F., Botti, A., Grimaldi, M., Monda, A., & Vesci, M. (2018). Social Innovation in Smart Tourism Ecosystems: How Technology and Institutions Shape Sustainable Value Co-Creation. Sustainability, 10(2), 140. https://doi.org/10.3390/su10010140
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015
Prasetyo, H., & Rifai, M. B. (2022). Urgensi implementasi smart tourism untuk kemajuan pariwisata Indonesia. Journal of Tourism and Economic, 5(2), 147–160.
Rafdinal, W. (2021). Is smart tourism technology important in predicting visiting tourism destination? Lessons from West Java, Indonesia. Journal of Tourism Sustainability, 1(2), 102–115. https://doi.org/10.35313/jtos.v1i2.20
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2023-08-01
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