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All Journal Jurnal Ilmiah Wahana Pendidikan Journal of Business on Hospitality and Tourism Kultura: Jurnal Ilmu Sosial dan Humaniora
Sukana, Made
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Religion Humanities Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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EFEKTIVITAS MEDIA SOSIAL INSTAGRAM SEBAGAI MEDIA PROMOSI DESA WISATA WAE REBO Hartono, Frenandino Axelarios Caino; Suryawan, Ida Bagus; Sukana, Made
Kultura: Jurnal Ilmu Hukum, Sosial, dan Humaniora Vol. 2 No. 11 (2024): Kultura: Jurnal Ilmu Hukum, Sosial, dan Humaniora
Publisher : Kultura: Jurnal Ilmu Hukum, Sosial, dan Humaniora

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.572349/kultura.v2i11.4227

Abstract

In the current digital era, tourism promotion through Instagram social media has become an effective strategy to introduce tourist destinations to a broader audience. Promotion is considered effective when it succeeds in achieving its intended goals. To assess the effectiveness level of a promotional medium, an in-depth measurement of its effectiveness is necessary. This research aims to measure and assess the effectiveness of Instagram @waerebo.official as a promotional medium for the Wae Rebo Tourism Village using the EPIC Model, which consists of empathy, persuasion, impact, and communication. The measurement of promotional effectiveness through the EPIC model method is conducted by first calculating the average values of the empathy, persuasion, impact, and communication dimensions. Subsequently, the EPIC rate value is determined to evaluate how effective the promotion has been. Data collection techniques include observation, interviews, questionnaires, and literature review. The sampling technique used in this research is convenience sampling, with a total of 98 respondents. Data analysis uses descriptive statistical analysis with a quantitative approach, including validity testing, reliability testing, and analysis through the EPIC model. The research results indicate that the promotion was considered effective, with an EPIC rate score of 4.10. The empathy dimension achieved an average score of 4.30 (very effective), the persuasion dimension scored an average of 4.11 (effective), the impact dimension scored 3.65 (effective), and the communication dimension scored 4.33 (very effective).
PENGARUH BAURAN PEMASARAN TERHADAP MINAT BERKUNJUNG KEMBALI WISATAWAN NUSANTARA KE MUSEUM OF MODERN AND CONTEMPORARY ART IN NUSANTARA (MUSEUM MACAN), JAKARTA Ginting, Mega Millenia; Sukana, Made; Ariwangsa, I Made Bayu
Jurnal Ilmiah Wahana Pendidikan Vol 10 No 3 (2024): Jurnal Ilmiah Wahana Pendidikan
Publisher : Peneliti.net

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.10639544

Abstract

Museum Macan merupakan sebuah destinasi wisata yang menampilkan seni kontemporer dengan berbagai keunikan dan atraksi. Bauran pemasaran merupakan salah satu aspek penting dalam menyukseskan Museum Macan ditengah banyaknya museum modern yang kian menjamur di Jakarta, sehingga penilitian ini bertujuan untuk menganalisis pengaruh bauran pemasaran terhadap minat berkunjung kembali wisatawan ke Mseum Macan, Jakarta. Penelitian ini menggunakan teknik simple random sampling kepada 116 responden melalui penyebaran kuesioner model skala likert. Variabel independen dalam penelitian ini meliputi produk, harga, saluran distribusi, promosi, orang, proses, dan bukti fisik terhadap variabel dependen yaitu minat berkunjung kembali. Alat uji yang digunakan adalah SPSS ver 20 dengan menggunakan uji validitas, uji reliabilitas, dan uji asumsi klasik. Data yang dianalisis menggunakan teknik analisis regresi linier berganda dan analisis hipotesis menggunakan uji F dan uji t. Hasil penelitian ini menunjukkan bahwa variabel produk, saluran distribusi, promosi, orang, proses, dan bukti fisik memiliki nilai signifikansi yang kurang dari 0,05. Sementara thitung masing-masing variabel lebih besar dari ttabel yaitu produk sebesar 4,350, saluran distribusi sebesar 1,988, promosi sebesar 2,710, orang sebesar 3,151, proses sebesar 4,159, dan bukti fisik sebesar 3,233. Variabel harga (X2) tidak memiliki nilai yang signifikan terhadap minat berkunjung kembali dengan nilai signifikansi diatas 0,05 dan thitung sebesar 1,468. Hasil uji F menunjukkan bahwa variabel independent pada bauran pemasaran layak untuk menguji minat berkunjung kembali wisatawan ke Museum Macan. Hal ini terbukti dengan nilai Fhitung sebesar 68,594 lebih besar dari Ftabel dan tingkat signifikansi sebesar 0,000 lebih kecil dari 0,05.
Digital Leap in Rural Tourism: Adoption Challenges and Outcomes of a SaaS-Based Visitor Platform in an Indonesian Tourism Village Pramesti, Putu Bunga Chandra Sukma; Narottama, Nararya; Sukana, Made
Journal of Business on Hospitality and Tourism Vol. 11 No. 1 (2025): June 2025
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/jbhost.v11i1.460

Abstract

Digital transformation is redefining the operational landscape of community-based tourism, particularly in post-pandemic Southeast Asia. This qualitative case study examines the implementation and impact of the Atourin Visitor Management System (AVMS)—a digital platform offering online ticketing, visitor tracking, and real-time financial reporting—in Kenderan Tourism Village, Bali. Through semi-structured interviews with village managers, Atourin representatives, and tourists, combined with field observations and document analysis, the study investigates how digitalization influences destination management, revenue transparency, and tourist experience. Findings reveal that the AVMS partnership directly contributed to Kenderan’s reclassification from a “developing” to an “advanced” tourism village within one year and supported its placement among the Top 75 in the 2023 Indonesian Tourism Village Award. However, implementation barriers persist, primarily rooted in human resource constraints: elderly POKDARWIS (Tourism Awareness Community) members face difficulties operating the dashboard, and frontline staff struggle to guide tourists due to limited digital literacy and language barriers. The study concludes that while digital tools can catalyze institutional recognition and operational efficiency, their success hinges on capacity-building and contextual adaptation. Strategic recommendations include localized training, iterative system design, and co-creation with community stakeholders.
Co-Authors Ariwangsa, I Made Bayu Ginting, Mega Millenia Hartono, Frenandino Axelarios Caino Ida Bagus Suryawan Nararya Narottama Pramesti, Putu Bunga Chandra Sukma