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All Journal Jurnal Nasional Pariwisata JBMP (Jurnal Bisnis, Manajemen dan Perbankan) JURNAL PENDIDIKAN TAMBUSAI Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi Suluah Bendang: Jurnal Ilmiah Pengabdian Kepada Masyarakat Academia Open Majority Science Journal Jurnal Ilmu Komunikasi dan Sosial Politik Jurnal Kajian Pariwisata dan Perhotelan
Retnaningtyas Susanti
Pusat Studi Pariwisata
Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Physics Social Sciences Transportation Other

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Community-Based Tourism Assistance Model in Payo Tourism Village yuliana, yuliana .; Ilahi, Kurnia; Fiza, Adek Kurnia; Susanti, Retnaningtyas; Hasanah, Afifah Nur; Naserd, Yolanda Febriani
Suluah Bendang: Jurnal Ilmiah Pengabdian Kepada Masyarakat Vol 25, No 1 (2025): Suluah Bendang: Jurnal Ilmiah Pengabdian kepada Masyarakat
Publisher : Universitas Negeri Padang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24036/sb.06220

Abstract

Pariwisata merupakan sektor yang berpotensi meningkatkan perekonomian masyarakat, terutama jika dikembangkan dengan baik. Puncak Payo, di Kelurahan Tanah Garam Kota Solok, dikembangkan dengan konsep agrowisata yang menawarkan pengalaman wisata berbasis pertanian. Model pendampingan Agrowisata Payo bertujuan untuk meningkatkan pengetahuan masyarakat dalam pengelolaan kawasan wisata, mengembangkan produk wisata kuliner khas, serta menerapkan program CHSE (Clean, Health, Secure, and Environment) untuk mendukung pariwisata berkelanjutan. Metode yang digunakan dalam kegiatan ini mencakup analisis SDM, analisis SDA, penyusunan program, pelaksanaan, dan evaluasi. Kegiatan yang dilaksanakan termasuk pelatihan kelembagaan dan tata kelola Kampung Wisata Payo, pelatihan produk kuliner khas Payo, serta pendirian Kawispa Cafe dan Cendramata. Selain itu, bantuan sarana prasarana pendukung pariwisata juga diserahkan. Kegiatan ini berhasil meningkatkan kapasitas masyarakat dalam pengelolaan agrowisata, kemudian adanya penambahan produk wisata kuliner berupa makanan dan minuman khas payo, seperti kopi Payo dan jagung popcorn. Lalu mulai diterapkannya program CHSE (clean, health, secure, environment) untuk pariwisata yang berkelanjutan
Marketing Mix Strategy to Increase Competitiveness of Nirwana Beach Fajrianii, Annisa; Susanti, Retnaningtyas; Yasri; Azwar, Hendri
Academia Open Vol 10 No 2 (2025): December
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.10.2025.11680

Abstract

General Background: Tourism is a key sector in regional economic development, with beach destinations in Padang contributing significantly to local income. Specific Background: Nirwana Beach, despite its natural beauty and strategic location, lags behind competitors like Air Manis and Carocok due to limited promotion, service quality, and facility development. Knowledge Gap: Previous studies on coastal tourism marketing in Indonesia rarely focus on local destinations using the 7P marketing mix framework. Aims: This study aims to analyze the implementation of the 7P marketing mix (product, price, place, promotion, people, process, physical evidence) to enhance the competitiveness of Nirwana Beach. Results: The study reveals strengths in product and pricing but identifies significant weaknesses in digital promotion, service process, human resources, and physical facilities. Novelty: Methodologically, this research applies thematic analysis with NVivo software, which is rare in coastal tourism studies, and contributes to the adaptation of service quality and destination competitiveness frameworks in local contexts. Implications: Practical recommendations include enhancing digital marketing, improving human resources through training, and integrating services digitally. Theoretically, the study broadens the application of marketing mix theories to small-scale beach destinations, supporting policy and managerial decisions in sustainable tourism development.Highlight : Analysis of the 7P strategy shows that the elements of promotion, human resources, and service processes are still the main weak points of Nirwana Beach. The destination's main strengths lie in its natural beauty and competitive pricing, but the lack of product diversification limits its appeal. Strategy recommendations emphasize the importance of digitizing promotions, HR training, and developing physical facilities to improve competitiveness. Keywords : Marketing Mix, Nirwana Beach, Tourism Strategy, Destination Competitiveness, 7P Model
Co-Authors Agustin, Elyichiya Ali, Abi Al-Sobar Arif Adrian Asmar Yulastri Ayu, Bunga Sukma Azwar, Hendri Elfi Tasrif Elida Fajrianii, Annisa Fiza, Adek Kurnia Halipah, Siti Hasanah, Afifah Nur Ilahi, Kurnia Kasmita Komaini, Anton Mahadika, Nabil Mulawarman, Rian Naserd, Yolanda Febriani Olivia, Elva Putra, Almahzum Madi Putri, Olga Anissa Rafki, Ahmad Rahmat Ismail Rosalina, Linda Sari, Fanny Alfinofita Satriani, Nur Indah sulis purwanto Suyuthie, Hijriyantomi Tasmara, Dinda Alysa Veithzal Rivai Zainal Witrin, Rosy Wulandari, Dwi Pratiwi Wulansari, Nidia Yanti, Efrida Yasri Yudistira, Sukma Yuke Permata Lisna Yuliana Yuliana yuliana, yuliana .