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All Journal MANAJEMEN HUTAN TROPIKA Journal of Tropical Forest Management MEDIA KONSERVASI Jurnal Pariwisata Pesona KOMUNITAS: INTERNATIONAL JOURNAL OF INDONESIAN SOCIETY AND CULTURE Indonesian Journal of Forestry Research Journal of Regional and City Planning Jurnal Pengelolaan Sumberdaya Alam dan Lingkungan (Journal of Natural Resources and Environmental Management) Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal Jurnal Pendidikan Ilmu Sosial ZOO INDONESIA Jurnal Pariwisata Jurnal Nusa Sylva Jurnal Agribisnis Zoo Indonesia Devotion: Journal of Research and Community Service Jurnal Lingkungan dan Sumberdaya Alam (JURNALIS) Jurnal Sains Terapan : Wahana Informasi dan Alih Teknologi Pertanian Jurnal Vokasi Bisnis Digital, Akuntansi Lembaga Keuangan Syariah dan Usaha Perjalanan Wisata Jurnal Penelitian Kehutanan Wallacea Jurnal Vokasi Bisnis Digital, Akuntansi Lembaga Keuangan Syariah dan Usaha Perjalanan Wisata Indonesian Journal of Forestry Research
Tutut Sunarminto
Department Of Forest Forest Resource Conservation And Ecotourism, Faculty Of Forestry, IPB University, Academic Ring Road, Campus IPB Dramaga, Bogor, Indonesia 16680
Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Social Sciences Transportation Veterinary Other

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Journal : Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal

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Business Development of The Ecotourism of Javan Gibbon: A Marketing Mix Strategy at Gede Pangrango National Park Saputra, Fandawa; Sunarminto, Tutut; Arief, Harnios; Kamilah, Khairiyah
Jurnal Aplikasi Bisnis dan Manajemen Vol. 11 No. 1 (2024): JABM, Vol. 11 No. 1, Januari 2025
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.11.1.228

Abstract

Background: Javan gibbons are a protected species facing conservation challenges in Bodogol Resort, Gunung Gede Pangrango National Park. Ecotourism has been shown to benefit both conservation and local economies in other regions.Purpose: This study aimed to assess visitor perceptions of Javan gibbon ecotourism development using a 4Ps marketing mix approach to identify areas for improvement and inform future conservation and tourism initiatives. The areas for improvement include product attributes such as offered package for tourists, chosen tourist provider, the offered price by seeing the willingness to pay, spots to enjoy the tourism, and effective promotion channels.Methods: Descriptive analysis and statistic descriptive analysis were employed to examine visitor perceptions. Data were collected through surveys administered to visitors to Bodogol Resort.Results: Findings indicate that tourists have a positive perception of Javan gibbon ecotourism, proven by the score given by local tourist and foreign tourists are 5.7 and 5.9 in a row. These scores show the degree of agreement (out of 7) about Javan gibbon ecotourism that brings positive impacts for the environment, social, and the Javan gibbon itself. However, there is a need to enhance the 4Ps marketing mix, including pricing, product offerings, promotion, and place. Specifically, prices should be adjusted based on visitor willingness to pay is IDR500,000 to IDR1,000,000 which have not been analyzed before. Social media promotion should be done with the involvement of influencers and community.Conclusion: This study provides valuable insights into the potential of Javan gibbon ecotourism to contribute to both conservation and local development. By implementing recommended strategies with 4P’s marketing mix approach, Bodogol Resort can further enhance visitor experiences such as formed package to offer to the tourist from various potential activity found from this research. The offered package adjusted to the willingness to pay of local and foreign tourist that ranged from IDR500,000 to IDR1,000,000. Respondents also agree that this ecotourism activity also support the long-term survival of this endangered species.Originality: There’s no business development for javan gibbon ecotourism before at Gunung Gede Pangrango National Park. This research also uses VALS Survey analysis to form the promotion strategy. Keywords: business development, ecotourism, javan gibbon, marketing mix, touris
Co-Authors Adam Rachmatullah Adam Rachmatullah Adjat Sudradjat Adjat Sudrajat Adjat Sudrajat Anggita Puspitasari Anggita Puspitasari, Anggita Ani Mardiastuti Arzyana Sunkar Bayu Gagat Prasasti Bayu Gagat Prasasti, Bayu Gagat Benny Mutiara Burhanuddin Masy'ud Burhanuddin Masy'ud Burhanuddin Masyud Burhanuddin Masy’ud Dudung Darusman Dudung Darusman Dudung Darusman Dudung Darusman Dyah Prabandari Eddyono, Fauziah Eka Dana Prabowo Ella Ayu Oktami Elly Malihah Elly Malihah Elly Malihah Elly Malihah Elsha Cyntiana Dewi Ely Triana Ervizal A. M. Zuhud Evareny Yustina Fandawa Saputra Gatot Widodo Gatot Widodo Gunardi Djoko Winarno Gunardi Hamdani Hakim Gusti Mahendra Hadi S Alikodra Hanifah Nur'aini Harnios Arief Hermanto Siregar Hermawan, Rachmad Hidayat, Ristania Fidyani Ichwan Muslih Ika Kasuarina Samiasih Iyat Sudrajat Jesus Pereira Babo, Maria Ligia de Joko Mijiarto Ju Hyoung Lee Khairiyah Kamilah Lee, Ju Hyoung M. Indra Gunawan Masy'ud, Burhanuddin Menak Aryananda Meyliana Astriyantika Mita Anindisa Mochammad Imron Awalludin Muhammad Indra Gunawan Muhammad Indra Gunawan - Muhammad, Gema Ikrar Nandi Kosmaryandi Nela Resta Felayati Nitibaskara, TB Unu Nitibaskara, Tb. Unu Nurkhalis Nurkhalis Nurul fadillah, Nurul Nyoto Santoso Oktania Kusuma Handayani Oktovianus Pratiekto, Priyono E. Priyono E. Pratiekto Putro, Sandy Suharto R. Hendrik Nasution Retno Darumurti Ricky Avenzora Rinekso Soekmadi Rini Untari Safinah Yulianty Sitania Sambas Basuni Saputra, Fandawa Siti Salmiatin Steven Jonathan Adu Sudrajat, Iyat Sukma, Dodi Tengku, Habib Arrasyid Triprajawan, Tangguh Ujang Sumarwan Ujang Sumarwan Wibiyanto Setiawan Wibiyanto Setiawan Widodo, Gatot Winahyu Adyananda Putri Yusran