Analisis Strategi Pengembangan Smart Destinations: Perspektif Service-Dominant Logic

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Angga Wijaya Holman Fasa
Dini Andriani
Irwan Haribudiman
Mahardhika Berliandaldo

Abstract

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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