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Rahmat Darmawan, Rahmat
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Journal : Media Wisata

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Marketing Strategies of Busung Tourism Village for Achieving Sustainable Tourism in Bintan Regency Panjaitan, Debby Sri Chintya; Darmawan, Rahmat; Ngatemin
Media Wisata Vol. 24 No. 1 (2026): Media Wisata
Publisher : Sekolah Tinggi Pariwisata AMPTA Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36276/mws.v24i1.1048

Abstract

Sustainable tourism has become a strategic issue in preserving environmental sustainability and local cultural heritage in Bintan’s tourism villages. This study aims to formulate effective marketing strategies for Busung Tourism Village in Bintan Regency using in-depth interviews and the Boston Consulting Group (BCG) Matrix analysis. Data were collected through interviews with representatives of the Bintan Office of Culture and Tourism, the Head of Busung Village, and the Generasi Pesona Indonesia (GenPI) Bintan community. The findings indicate that Busung Tourism Village has major strengths, including cultural diversity and natural attractions that enhance its appeal. However, limited promotional activities and inadequate hospitality services remain significant weaknesses. The study also identifies opportunities from the increasing global interest in sustainable travel, while competition from other destinations poses a major challenge. Based on the analysis, the recommended strategies include strengthening destination branding, optimizing digital promotion, and expanding collaboration with external stakeholders. The study concludes that integrated marketing strategies can improve the competitiveness of Busung Tourism Village while supporting sustainable tourism development and community empowerment.
Co-Authors Abdul Kadir Ritonga Abdullah, Muhammad Nur Abrar Achmad, Rifan Ahmad Taqwa Aisyianita, Revi Agustin Al Cuza Adnan Kadar, Raka Ali, A Muh Ali, A. Muh. Andika Andika Andini, Fatinah Rafa Anggita Wulandari, Anggita Anna Fatchiya Annisa, Siti Yumna Ardiansyah , Rian Ari Apriyansa Arneta, Yaumi Arfah Noor Awaliya, Latifah Bobby Hartanto Chinsy K, Imelda Cittaro, Michael Dadang Sukandar DARMAWAN, SYAMSUL Dewi Nurmala Eka Ary Wibawa Emrizal Endri, Jon Erfinda, Yosi Fitriani, Khoirunnisa Furuhita, Nadia Hayyu Gumarpi Rahis Pasaribu Harjanti Widiastuti Has, Dini Hardiani Hasan, Rinie Octaviany Hatibu, Hardiyanti Hidayat, 8Rian Aulia HR, Ade Fitriani Jayawarsa, A.A. Ketut L., Rifhani Handayani Liyushiana, Liyushiana Lubis, Mhd Ridho Akbar Lumban Tobing, Maria Magdalena Marsuki, Andika Martin Siagian, Roy Maspuha, Isnaeni Hotimatan Maulana, 6Muhamad Fathan Mulyani, Heni Musa Hubeis Nasib Marbun Nasir Nasir Nasir, A. Muhajir Nasir, A. Muhajir Nasrullah, Muh. Nasution, Roni Nasution, Umar Hamdan Natsir, Sitti Zahra Mulianti Ngatemin Ngatemin, Ngatemin Panjaitan, Debby Sri Chintya Prihatantyo, Muhammad Purba, Rakhmawati Putri, Siti Nurliani Rahman, Hardianto Rianto, Ratu Hanna Siti Maheswari Rifhani Handayani L Riri Syafitri Lubis Rizqi Ilyasa Aghni Rosari, Dina Rudy Suryanto, Rudy Sarim, Sarim Sayidiman Sayidiman, Sayidiman Shabrina, Fadhilah Siahaan, Rumiris Simanjuntak, Widya Octovia Rini Sinurat, Mangasi Sitinjak, Rivawaty Maretina Sutan Sahala Muda Marpaung Talitha Ananda Nadine Telly Chammellia, Salsabilla Tondang, Bahagia Ucu Cahyana Untailawan, Tamaya Cethsa Gloria Untailawan, Zalfa Wianda Tamaya Cethsa Gloria Utami, Tiyas Puji Victor Victor Yanuardi, M. Hasmi Zarni Adia Purna