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All Journal Jurnal Menata Journal of Economic Education and Entrepreneurship Studies
Nasution, Mohamad Nur Afriliandi
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Humanities Economics, Econometrics & Finance Social Sciences Veterinary Other

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PERANAN MOTIVASI SEBAGAI FAKTOR PENDORONG MINAT KUNJUNGAN WISATAWAN MANCANEGARA Nasution, Mohamad Nur Afriliandi; Hendra Syaiful; Agung Edy; Frangky
JURNAL MENATA Vol. 1 No. 2 (2022): NOPEMBER
Publisher : Puslitabmas Batam Tourism Polytecnic

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Abstract

The purpose of this study is to explain the interest of tourists to come to Batam because of COVID-19, foreign tourist visits have increased again, but this has not been matched by the interest of tourists to return to religious tourist attractions, especially those in the Batam City Mosque. Through this research, an approach was carried out by looking at two different factors, firstly the push factors and pull factors for the arrival of these tourists, especially from international tourists. In this article the researcher only focuses on the driving factors, while the other factors will be a separate study supported by data after these driving factors are published. Through the driving factors for tourist arrivals, it can be explained that there are several important indicators that accompany it as encouragement, including educational, interpersonal, physiological, driving attractions, amenities, accessibility and additional services affecting foreign tourist tourism. The analysis of this research data uses a quantitative approach with explanatory methods. Sampling was carried out by accidental sampling method with intentional sampling technique. The sample used in this study has a 10% margin of error while the number of samples used is 102 respondents. The results showed that the driving factors of education, interpersonal, and physiological had a positive and significant effect on the interest of foreign tourists to return to religious tourism destinations for mosques in Batam City. What must be strengthened is the improvement of the completeness of the facilities for religious tourism activities.
From Authenticity to Measurable Impact: IFAS–EFAS SWOT and SMART Digital Marketing Strategy for Pasar Bahulak Cultural Tourism Rahmawati, Rahmawati; Nasution, Mohamad Nur Afriliandi; Majid, Asmarani; Isma, Andika
Journal of Economic Education and Entrepreneurship Studies Vol. 6 No. 4 (2025)
Publisher : Department of Economics Education, Faculty of Economics, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/je3s.v6i4.1

Abstract

Community-based cultural destinations often possess strong authenticity but struggle to translate it into consistent digital communication and measurable local economic gains. This study assesses the current marketing approach of Pasar Bahulak and formulates more effective, sustainability-aligned promotional recommendations. Using a descriptive qualitative design, evidence from observation and documentation was organized thematically and integrated into a SWOT framework, operationalized via IFAS (internal factors) and EFAS (external factors) to derive SO/WO/ST/WT alternatives and a SMART implementation plan. The analysis produced an IFAS score of 3.33 and an EFAS score of 3.30, positioning the destination in Quadrant I and indicating an aggressive-growth (SO) orientation. Accordingly, the recommended strategy prioritizes leveraging distinctive cultural experience attributes, active social media presence, and community support to capture rising demand for local-experience tourism through more systematic digital campaigning, creator collaborations, and improved informational clarity for trip planning, while mitigating competitive and platform-volatility risks. To operationalize execution, a SMART objective is proposed that focuses on conversion quality rather than volume by increasing average on-site spending per visit from an early baseline of approximately IDR 19,091 to IDR 22,000–25,000 within a short evaluation window, monitored at each market day. These findings imply that combining IFAS–EFAS quadrant diagnosis with SMART targets can help cultural destinations move from visibility to measurable community economic impact while keeping promotional efforts aligned with alternative-tourism sustainability principles.
Co-Authors Agung Edy Andika Isma Frangky Hendra Syaiful Majid, Asmarani Rahmawati, Rahmawati