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All Journal Jurnal Pariwisata Pesona The Journal of Pure and Applied Chemistry Research Indonesian Journal of Chemistry MITRA: Jurnal Pemberdayaan Masyarakat GANDRUNG: Jurnal Pengabdian Kepada Masyarakat juremi: jurnal riset ekonomi Arus Jurnal Sosial dan Humaniora Jurnal Pengabdian Kepada Masyarakat MAKARDHI Jurnal Pendidikan dan Perhotelan Pusaka : Journal of Tourism, Hospitality, Travel and Business Event Journal of Mandalika Review International Journal of Geotourism Science and Developmen Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Journal of Management, Entrepreneurship and Tourism Abdi Wisata: Jurnal Pengabdian Kepada Masyarakat Journal of Travel and Leisure
Hizmi, Surayyal
Lombok Tourism Polytechnic
Religion Humanities Chemical Engineering, Chemistry & Bioengineering Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Medicine & Pharmacology Physics Public Health Social Sciences Other

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Mengungkap Kisah Songket Sukarara Pranata, Putu Gede Yudha; Harparorrazikin, Habib; Ramadhani, Nikmatul Maula; Kusuma, Wanda Savira; Lestari, Ayu Novia; Atrujia, Baiq Sriyana Hijjah; Adrian, Abdul Halim; Sasmita, M.Tanggap; Hizmi, Surayyal
Jurnal Pengabdian Kepada Masyarakat Makardhi Vol. 5 No. 2 (2025): Jurnal Pengabdian Kepada Masyarakat MAKARDHI
Publisher : Pusat Penelitian dan Pengabdian Kepada Masyarakat Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/makardhi.v5i2.1697

Abstract

This study aims to enhance the digital marketing capabilities of Bahri Artshop, a traditional Songket weaving business located in Sukarara, Lombok. Despite its strong local reputation, the business struggles to utilize digital platforms effectively for product promotion. Prompted by inquiries from potential buyers during university exhibitions about the absence of a website and social media accounts, the research team stepped in to assist in platform development. The research highlights the cultural narratives embedded in each unique weaving motif created by Bahri Artshop. The qualitative study involved discussions with the business owner, Hana, and her family, alongside training sessions for workers on content creation, photography, and website management. Findings indicate that the implementation of a website and Instagram account has notably improved brand awareness and strengthened the shop's position within the digital marketplace. These results underscore the vital role of mentoring and education in supporting SMEs in entering broader digital markets.
Implementation of Marketing Mix in Nature Tourism Services Management A Qualitative Study on Muji Trekker Hizmi, Surayyal; Pidada, Ida Ayu Yadnya Sari Dewi Utami; Mahawira, Komang; Nawawi; Chandra, Ahsan
J-TRUE: Journal of Travel and Leisure Vol. 2 No. 2 (2025): J-TRUE: Journal of Travel and Leisure
Publisher : Politeknik Pariwisata Bali

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Abstract

This study aims to explore the implementation of the marketing mix strategy (4Ps) by Muji Trekker, a community-based hiking tour service provider in Sembalun area, West Nusa Tenggara. This study uses a qualitative approach with data collection techniques in the form of in-depth interviews and field observations. The findings show that Muji Trekker implements a product strategy through the provision of various climbing packages (Deluxe, Standard, and Budget) based on market research and consumer economic conditions. The pricing strategy is applied with a segmentation approach, where rates for foreign tourists are adjusted to higher operational costs. In promotion, Muji Trekker emphasises organic and relational methods such as social media, word of mouth, and customer testimonials over paid advertising. Meanwhile, the people aspect is a key element in the success of the service; guides not only act as technical facilitators, but also as friends and representations of local values that create an immersive experience for tourists. This study also shows that the 4P strategy is adaptive and contextualised, with limited resources encouraging innovation and creativity. Strategically, this relationship-based approach can be used as an alternative model for community tourism development in non-urban areas. The academic implications of this research enrich the tourism service marketing literature with empirical evidence from unexplored local areas, and encourage digital training policies and human resource capacity building in the experiential tourism sector.
Leveraging Promotion Mix Strategies to Enhance Lombok's Tourism: A Case Study of Look Lombok Tour & Travel Surayyal Hizmi; Aura Milinia Amanda; Farid Said; Nawawi
Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Vol. 8 No. 1 (2024)
Publisher : Research and Community Service Center, Politeknik Pariwisata NHI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34013/jk.v8i1.1479

Abstract

Despite the significant tourism potential and government initiatives in Indonesia, the popularity of Lombok Island remains below expectations, particularly exacerbated by the COVID-19 pandemic. Look Lombok Tour & Travel, a local travel agency, faces substantial challenges in attracting tourists. This study aims to identify the most effective promotional strategies for Look Lombok Tour & Travel's tour packages by applying the Promotion Mix Framework. We collected data from previous annual reports and conducted interviews with three key staff members using a qualitative descriptive methodology, which we then analyzed to identify the strengths and weaknesses of the promotional efforts. The results demonstrate that Look Lombok Tour & Travel employs a comprehensive array of promotional strategies—advertising, public relations, direct marketing, sales promotion, and personal selling—to effectively reach diverse demographics and align with current industry trends. Despite these strategic efforts, the study identifies critical areas needing improvement, including the development of distinctive tour packages, addressing budget limitations, fostering innovation, integrating advanced technologies, and establishing robust evaluation mechanisms. To overcome these challenges and enhance promotional efficacy, the study recommends investing in innovative technology-driven tactics and conducting regular strategic evaluations. These initiatives are anticipated to significantly enhance Lombok's appeal as a tourist destination, ensuring sustainable growth and resilience in its tourism industry.
Leveraging Electronic Word of Mouth for Promoting Sustainable Tourism: Insights from Bali and Lombok Travel Agents Surayyal Hizmi; Endang Sri Wahyuni; Jumraidin; Nawawi
Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Vol. 9 No. 1 (2025)
Publisher : Research and Community Service Center, Politeknik Pariwisata NHI Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34013/jk.v9i1.1769

Abstract

This investigation examines the significance of Electronic Word of Mouth (eWOM) in facilitating sustainable tourism by scrutinizing the digital marketing methodologies and operational practices of Lombok Hidden Trip and Goodfriend Travel in the regions of Bali and Lombok. Although eWOM has been established as an influential mechanism in shaping traveler behavior, its strategic deployment in the context of sustainable tourism marketing is yet to be thoroughly investigated. This research seeks to bridge this gap by evaluating both agencies' adherence to the standards set forth by the Global Sustainable Tourism Council (GSTC) through semi-structured interviews, analysis of social media content, and operational assessments. The findings reveal that Lombok Hidden Trip exhibits a robust commitment to environmental sustainability, integrating eco-tours, initiatives for reusable resources, and proactive engagement on social media platforms. Conversely, Goodfriend Travel prioritizes the preservation of cultural heritage, providing Balinese culinary workshops and traditional rituals; however, it lacks a coherent strategy for the effective utilization of eWOM. Despite their respective contributions, both agencies encounter significant challenges, such as constrained financial resources, inadequate visitor awareness, and a lack of systematic monitoring of sustainability practices. To optimize sustainability outcomes, this study advocates that Goodfriend Travel enhance its eWOM engagement strategies, while Lombok Hidden Trip should broaden its sustainability initiatives. Furthermore, both agencies are encouraged to implement visitor education programs, conduct systematic sustainability audits, and provide training for staff to improve adherence to GSTC standards. This investigation highlights the transformative potential of eWOM in promoting responsible tourism and provides actionable insights for travel agencies, policymakers, and tourism stakeholders to advance environmental, cultural, and social sustainability in the regions of Bali and Lombok.
Co-Authors Abdul Hadi Abdul Hamid Adrian, Abdul Halim Agustina, Marlina Ainul Yakin Ali Muhtasom Ananda, Anggi Ariesta Arilangga, Alvin Atrujia, Baiq Sriyana Hijjah Aura Milinia Amanda Ayu Yadnya sari Dewi Utami Pidada, Ida Baiq Wikartin Januarini Baiqoh Roh Helmi Oktaria Batubara, Rizda Chandra, Ahsan Darsa, Lalu Hari Eka Purnama Bagaswara Endang Sri Wahyuni Fadila Arlina, Baiq Farid Said Hamsu Hanafi Harparorrazikin, Habib Herman Herman Ilham Junaid Isdar Wahim Jujuk Ferdianto Jujuk Ferdianto Jumraidin Jumraidin Jumraidin Komang Mahawira Komang Mahawira Kusuma, Wanda Savira Lalu Ahmad Madani Lely kurniawati Lestari, Ayu Novia Muh. Ilham H Muhammad Aswad Muhammad Husni Nadila KD Yusticia nawawi Nawawi Nawawi Nawawi Ni Made Sri Suliartini Ni Nengah Ayu Trisna Puspawati Pattaray, Anas Pidada, Ida Ayu Yadnya Sari Dewi Utami Pranata, Putu Gede Yudha Putri Rizkiyah Rachmat Widjaja, Herry Ramadhani, Nikmatul Maula Ratmaja, Lalu Rizkya Satriani, Andhina Royanow, Achlan Fahlevi Rumba Samsul Muliadi Sasmita, M.Tanggap Satria Rusdy Wijaya Sirajuddin Supardi Supardi Supardi Surya Hadi Surya Hadi Sutrisna, Ziki Syahrihudin, Syahrihudin Syarihudin Uzunu Hairi Ismail Veithzal Rivai Zainal Wisnu Dio Wirayuda, Lalu Yunita Yunita