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Hermawan, Daniel
Universitas Katolik Parahyangan
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Journal : IKRA-ITH EKONOMIKA

 1 
Pemasaran Inklusif sebagai Strategi Pengembangan Wisata Berbasis Komunitas di Kampung Wisata Binong Beta Wijanarko Pranoto, Laurentius; Hermawan, Daniel
IKRAITH-EKONOMIKA Vol. 8 No. 3 (2025): IKRAITH-EKONOMIKA Vol 8 No 3 November 2025
Publisher : Universitas Persada Indonesia YAI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37817/ikraith-ekonomika.v8i3.5419

Abstract

ABSTRAKPenelitian ini bertujuan untuk menganalisis strategi pemasaran inklusif di Kampung Wisata Binong, Kota Bandung, yang mengedepankan pelibatan kelompok disabilitas dan pelaku UMKM lokal dalam pengembangan pariwisata berbasis komunitas. Fokus penelitian terletak pada bagaimana inklusivitas diintegrasikan ke dalam promosi dan pengelolaan wisata sebagai bagian dari upaya membangun destinasi yang ramah bagi semua kalangan. Metode penelitian yang digunakan adalah deskriptif kualitatif. Data dikumpulkan melalui wawancara semi-terstruktur dengan delapan narasumber utama, observasi langsung di lapangan, serta dokumentasi aktivitas pemasaran. Analisis data dilakukan dengan teknik reduksi, penyajian, dan verifikasi untuk menghasilkan kesimpulan yang valid. Hasil penelitian menunjukkan bahwa Kampung Wisata Binong menerapkan prinsip pemasaran inklusif melalui kolaborasi komunitas, pengemasan konten yang mencerminkan keberagaman, serta pelibatan aktif penyandang disabilitas dalam kegiatan wisata. Strategi ini terbukti meningkatkan daya tarik kampung wisata dan memperkuat identitas sosial yang inklusif. Penelitian ini merekomendasikan agar pengelola terus memperluas pelibatan masyarakat, pelatihan inklusif bagi pengelola, dan menjaga keberlanjutan promosi yang inklusif dengan dukungan pemerintah serta mitra terkait.ABSTRACTThis study aims to analyze the inclusive marketing strategy implemented in Kampung Wisata Binong, Bandung, which emphasizes the involvement of people with disabilities and local MSME actors in the development of community-based tourism. The focus of the research lies in how inclusivity is integrated into tourism promotion and management as part of efforts to build a destination that is accessible to all. The research uses a descriptive qualitative method. Data were collected through semi-structured interviews with eight key informants, direct field observations, and documentation of marketing activities. Data analysis was conducted through reduction, presentation, and verification techniques to draw valid conclusions. The findings indicate that Kampung Wisata Binong applies inclusive marketing principles through community collaboration, promotional content that reflects diversity, and the active participation of people with disabilities in tourism activities. These strategies have successfully enhanced the village’s appeal and strengthened its inclusive social identity. This study recommends that the management continues expanding community involvement, providing inclusive training for organizers, and maintaining the sustainability of inclusive promotion with support from the government and related partners.
Co-Authors Allikanaya, Primaura Meiracaesara Andika, Vania Claresta Angelica, Maria Beta Wijanarko Pranoto, Laurentius Darmanto, Rayner Evan Dumanauw, Josh Samuel Ellen Cenora Erlina Erlina Fahrurrozi, Naufal Andyka Felicia Devina Arum Andita Florentyna, Dyta Nadya Franklin Asido Rossevelt Fransiska Anita Subari Fransiska Anita Subari Halim, Kevin Gunawan Helmi, Hamdi Here, Imanuel Alexander Jenifer, Jenifer Karamang, Ezra Karen Millennia Puspa Nugroho Karerin Narisa Putri Keisha Safina Syauta Li, Zhiwen Markus, Monica Mesakh Abednego Setiawan Michael Swintio Halim Michelle Santi Kurniawan Muzadi, Alifya Ainun Nurfatha, Dianajmi Nurhalimah, Naura Rosya Pratama, Rahmadiansyah Rangga, Paulus Pradipta Roni Tua Salman Praja, Rinaldhi Sariputta, Stephen Shafwan, Fauzan Indra Sihombing, Heriyandi Pandapotan Sihotang, Desjantri Silfitri Suryajaya Eltanto, Kevin Syayu Zhukhruffa Theresia Gunawan Tobing, Albert Mangapul Parulian Lumban Tonda, Yoseph Maxidiaz Corala Trivena Muabuai, Ribka Yoke Pribadi Kornarius