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Adhidharma, Ferry
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Languange, Linguistic, Communication & Media Social Sciences

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Madura dan Potensi Wisata Rempah: Kajian Strategi Komunikasi Pemasaran Pariwisata Suryandari, Nikmah; Rahmawati, Farida Nurul; Adhidharma, Ferry
Jurnal Riset Komunikasi (JURKOM) Vol. 7 No. 2 (2024): Agustus 2024
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komuniasi (ASPIKOM) Wilayah Riau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38194/jurkom.v7i2.1025

Abstract

The COVID-19 pandemic has stopped the activities of the global tourism industry. This condition is further exacerbated by the atmosphere of uncertainty and the lack of effective vaccination. This resulted in people starting to try various drugs to boost their immunity, turning to traditional medical practices and alternative medicine. The use of spices in food and herbal medicine is known as one of Madura's tourism potential. This research aims to determine the tourism marketing communication strategy for Madurese spice products. This paper presents a niche tourism sector that emphasizes the potential of spice tourism. The research aims to determine strategies for promoting spice-based tourism and for developing Madura tourism. The research used a qualitative descriptive method with informants from spice-based tourism businesses in Madura. The research results show that the use of tourism marketing communication strategies in Madura uses a 7P marketing mix perspective, namely product, price, place, promotion, people, process, physical evidence.
Local Gastronomic Analysis as an Effort to Positioning Madura Tourist Destinations (Songkem Duck Culinary Case Study) Rahmawati, Farida Nurul; Suryandari, Nikmah; Adhidharma, Ferry; Rakhmawati, Yuliana
Jurnal Komunikasi Vol. 16 No. 2 (2024): Jurnal Komunikasi
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jk.v16i2.26302

Abstract

Local gastronomy is one of the tourist attractions that can be a positioning strategy for a tourist destination. This study aims to (1) identify the values and social philosophy of Madurese people in songkem duck cuisine; (2) explore the form of realization of the value of Madurese social philosophy in songkem duck dishes; (3) analyze the potential of local gastronomy as an indicator of the positioning of tourist destinations in Madura. This research is qualitative research with case study method.  The informant selection technique is carried out using snowball sampling, which is a technique of taking informants with a small initial number and gradually becoming as many as needed. The data analysis technique used is a triangulation technique by double-checking with informants. The results showed that based on its history, duck songkem is a Madurese food served as a form of respect for kyai as a central figure in the Madura social system. The local values embodied in songkem duck cuisine are reflected in local gastronomic attractions, including raw materials, processing, distinctive culinary flavors, food presentation and are demonstrated by ethics, courtesy and friendly service to guests. Songkem duck dish has authentic, iconic, unique and distinctive characteristics with the locality of the local community being a competitive advantage to become the positioning of Madura tourist destinations. This culinary quality needs to be improved through gastronomic tourism attractions with the support of the government and all stakeholders.
Co-Authors Nikmah Suryandari Rahmawati, Farida Nurul Yuliana Rakhmawati, Yuliana