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Enok Maryani
Universitas Pendidikan Indonesia, Indonesia
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Journal : Tourism

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STORYTELLING DAN STRATEGI PEMASARAN EKOWISATA: SEBUAH KAJIAN PUSTAKA Nugraha, Verza Aldirindra; Maryani, Enok; Waluya, Bagja
Tourism and Hospitality Essentials Journal Vol 14, No 1 (2024)
Publisher : Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jtee.v13i2.77808

Abstract

AbstrakIndustri ekowisata telah berkembang pesat dalam beberapa tahun terakhir, dengan wisatawan yang semakin menginginkan pengalaman berwisata yang unik, otentik, dan berkelanjutan. Menurut data dari World Tourism Organization (UNWTO), sektor ekowisata tumbuh sekitar 20% per tahun, lebih cepat dibandingkan pariwisata secara keseluruhan. Selain itu perkembangan teknologi dan media social menjadi salah satu tantangan bagi operator ekowisata untuk mencari strategi pemasaran yang efektif dan inovatif. Salah satu pendekatan yang semakin mendapat perhatian adalah Storytelling, atau teknik bercerita. Artikel ini bertujuan untuk menganalisis peran storytelling sebagai salah satu metode dalam pemasaran ekowisata. Melalui metode tinjauan pustaka, diperoleh temuan bahwa konsep Storytelling dapat meningkatkan pengalaman wisatawan, kepuasan terhadap produk, layanan ekowisata, kesadaran terhadap konservasi lingkungan, pelestarian budaya lokal, dan keterlibatan masyarakat setempat. Beberapa faktor storytelling yang paling berdampak dalam pemasaran ekowisata ialah memorable experience, autentitas cerita, dan penggunaan teknologi (media sosial). Faktor-faktor ini dapat membangun hubungan emosional yang kuat antara calon wisatawan dengan destinasi tersebut.Kata kunci:Storytelling, pemasaran, ekowisata, autentisitas, pengalaman wisatawan, pariwisata berkelanjutan.AbstractThe ecotourism industry has rapidly developed in recent years, with travelers increasingly seeking unique, authentic, and sustainable travel experiences. According to data from the World Tourism Organization (UNWTO), the ecotourism sector is growing at around 20% per year, faster than tourism as a whole. Additionally, the development of technology and social media poses a challenge for ecotourism operators to find effective and innovative marketing strategies. One approach that is gaining attention is storytelling, or the art of narrative. This article aims to analyze the role of storytelling as a method in ecotourism marketing. Through a literature review method, findings indicate that the concept of storytelling can enhance tourist experiences, satisfaction with ecotourism products and services, awareness of environmental conservation, preservation of local culture, and engagement of local communities. Some of the most impactful storytelling factors in ecotourism marketing are memorable experiences, story authenticity, and the use of technology (social media). These factors can build a strong emotional connection between potential tourists and the destination.Keywords: storytelling, marketing, ecotourism, authenticity, tourist experience, sustainable tourism
Co-Authors - Sapriya -, Nandi Adhitiowasis, Aryo Agustina, Tina Ahmad Kurniawan Ahmad Yani ahmad yani Ahmad Yani Aim Abdulkarim Akbar, Ismail Akbar, Muhammad Aqil Haibatul Alamanda, Firas Aliyan, Silmi Afina Ambarwati, Pragita Dyah Amelia Zahara Ana Andriani Ani Siti Anisah, Ani Siti Anna Permanasari ANNISA JOVIANI ASTARI Apriliani, Lina Herlina Ari Putra Pratama Ari Widodo Arie Ramadhan Pribudianto Aris Munandar Arrasyid, Riko Asmawi Zainul Asmawi Zainul Atep Sujana Aulia Rahmasari, Anissa Bagja Waluya bagja waluya, bagja Barona, Cucut Satria Basit, Rifqi Abdul Bayong Tjasyono HK Bayong Tjasyono HK Bela, Tresna Bunyamin Maftuh Citra Bahadur Hanum Cusni Anjani Darsiharjo Dasiharjo Debi Rusmiati Dede Rohmat Dede Rohmat Dede Sugandi Dedi . Dedi Setiawan Dentiana Rero Depict Pristine Adi Dewi, Dinie Anggraeni Dewi, Ratri Purnama Dimas Febriansyah Krisna Dwiputra Dina Siti Logayah Disman Disman Disman, Disman Dodik Kariadi Dwiputra, Dimas Febriansyah Krisna Eko Hariyadi Elgar, Elgar Balasa Singkawijaya Elisabeth Widi Manik Elsa Dwi Melyanti Epon Ningrum Epon Ningrum Erlina Wiyanarti Exsa Putra Fahmi Nugraha Heryanto Fariz Fardani Nurbaihaqi Farkhan, Muhammad Robith Farras Fahira Firdaus Fauziyansyah, Yudi Agus Floria Kabora Fransiskus Xaverius Rema Furqan, M. Hafizul Ghani, Luthfi Gunawan, Ahmad GURNIWAN KAMIL PASYA, GURNIWAN KAMIL Gusti Panca Hanum, Citra Bahadur Havwina, Tian Helius Sjamsuddin Helius Sjamsuddin Hernita Pasongli Hernita Pasongli Hiasinta Hiani Himayah, Shafira Idrus Affandi Ihsan, Haikal Muhammad Indriani, Ramona Indrianty, Septy Irmansyah, Ogie Martua Irwan Abdullah Irwan Irwan Istianti, Tuti Iwan Setiawan Jakiatin Nisa Jakiatin Nisa, Jakiatin Janah, Widia Nur Jovan Abdul Asyraf K. Krimayanti Kariadi, Dodik Kokom Komalasari Krimayanti, K. Kurniangsih, Alien Lely A. Nasution Lili Somantri Listiana Lumbantobing, Panca Lutfi Fitri Asylah Mamat Ruhimat Mamat Ruhimat Mamat Ruhimat, Mamat MARIA BINTANG Marthinu, Eva Maruddani, Rizki Feroza Mirza Desfandi Mirza Desfandi Moch Isya, Herdien Raka Mubiar Agustin MUH. HUSEN ARIFIN Muhammad Arif Muhammad Arif Muhammad Arif Muhammad Ikhsan Muhammad Ridwan Pauji, Muhammad Muhammad Robith Farkhan Muhammad Robith Farkhan Muhyiatul Fadilah Mulyadi, Muhammad Arif Yudia Mulyanie, Erni Muqsitul Fajar, Abdul Syahid Muryanto, Rusdiono N. Nandi Nana Supriatna Nana Supriatna Nana Supriatna Nana Sutarna Nandi Nandi Nandi Nandi, Nandi Nenden Yayu Destiana Nigrum, Epon Nuansa Bayu Segara Nugraha, Dida Dwi Nugraha, Verza Aldirindra Nurdessyanah, Ade Nurkholiq, Agus Oksavira, Alfadiya Rizki Panca Lumbantobing Prasetia, Muhamad Faiz Prihatiningsih Prihatiningsih Prihatiningsih, Prihatiningsih Pristine Adi, Depict Putra Hanifan Graha R. Riandi, R. Rahma Nur Ainunnasya Ramli Akhmad Ranti Hajrianti Ridwan Saidi, Ridwan Ridwana, Riki Rifqi Abdul Basit Rini Andari Rini Andari Rini Andari Rini Andari Rini Andari, Rini Risklarita Simanjuntak Rizky, Fahmi Muhamad ROHANA SUFIA Rohmat Nugraha Sasmita Rosnita Rosnita Rosnita Rosnita Rosyidi, Ahmad Zain Ruimat, Mamat Sari, Ifa Meilyana Sasmita, Rohmat Nugraha Septy Indrianty setiawan, Usup Shahibah Yuliani Sipayung, Wendy Yudistira Siti Nurbayani Sriyanto Sriyanto Sriyanto Sriyanto Sriyanto Sriyanto Suherman, Anang Sumantri, Lili Sumarni, Euis Suminar, Delia Dwiana Suriadi Ardiansyah Surianto Sitepu Surianto Sitepu SUSANTI Syifa Nuraziz Taufik Hidayat Tawakal, Pref Bambang Toni Kurniawan, Toni Tryasnandi, Agung Usup Setiawan Wahyu Sopandi Wahyu Wandani, Roni Wahyudin, Diin Wanjat Kastolani Wendy Yudistira Sipayung Yani Yani Yani Yani Yani, Ahamd Yona Wahyuningsih, Yona Yuliani, Shahibah Zia Kemala