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Analysis of Segmentation, Targeting, and Positioning in the Tourism Sector: The Case of Pekalongan City Rilla Rianty; Maidar Simanihuruk; Alda Chairani; Budi Supriyanto; Rahmat Ingkadijaya
FIRM Journal of Management Studies Vol 7, No 2 (2022): FIRM JOURNAL OF MANAGEMENT STUDIES
Publisher : President University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33021/firm.v7i2.3879

Pekalongan is one of the largest batik-producing cities in Indonesia, and this potential can be used as an attraction to increase tourist visits. However, until now, the level of tourist visits in Pekalongan City has not met expectations. This study examines the tourism marketing strategy of Pekalongan City by using segmentation, targeting, and positioning (STP) variables to increase competition as a domestic and foreign tourist destination. The type of research used is field research with a qualitative approach. The study's results found that the leading geographical segment of Pekalongan City was domestic tourists from Central Java. The demographic is women with millennial characteristics ranging from 26 to 42 years old with business and group travel purposes. The type of tourists who visit Pekalongan City is only domestic tourists, meaning that marketers have not been able to penetrate international tourism. There is a contradiction between the research findings and the promise reflected in the slogan and logo of Pekalongan City tourism. The position of Pekalongan City as a batik city is not following the product that Pekalongan City excels in, namely religious tourism. Hence, the slogan of this city needs to be improved without ignoring batik as the primary differentiation.

Analisis Manajemen Strategi Pemasaran Untuk Meningkatkan Keunggulan Bersaing di Savali Hotel Padang Doni Muhardiansyah Doni; Rilla Rianty
JURNAL BISNIS HOSPITALITI Vol 11 No 2 (2022): Jurnal Bisnis Hospitaliti
Publisher : Pusat Penelitian & Pengabdian kepada Masyarakat, Politeknik Pariwisata Bali

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52352/jbh.v11i2.858

This article aims to discover the ability of company’s strategic management in accomplishing of focusing, positioning and differentiation strategy to pursue its competitiveness. The data were collected through questionnaire, interview, and observation. They analysed by using percentage technique and the qualitative data is analysed by using Miles and Huberman’s analysis technique. The result shows that Savali Hotel does not have enough understanding on niche market focusing strategy. It does not understand the positioning strategy well, so the company’s position is not firmed in the market and the image is not clinging in customers’ mind. It does not have a unique factor compared to other hotels. By using market share analysis that measured through competitor statistic report, it is known that Savali Hotel is in the lowest position compared to the other three hotels. The SWOT analysis’ result shows that Matrix Strategy IE, Matrix Space, and Matrix Grand Strategy of Savali Hotel has opportunities and strength with that good internal condition and has a supportive environment to grab opportunities. In conclusion, the proposed strategy is to support Growth oriented strategy. Some other alternative strategies proposed are intensive and integrative strategy, market penetration strategy, market development, product development, and diversification

THE INFLUENCE OF INFORMATION QUALITY, PROMOTION, AND SERVICESCAPE ON REVISIT INTENTION MEDIATED BY VISITOR SATISFACTION DURING THE NEW NORMAL ERA OF COVID-19 IN DUNIA FANTASI JAKARTA Regina Dewi Hanifah; Rilla Rianty; Sundring Pantja Djati; Jakaria Jakaria; Anak Agung Gde Agung
International Journal of Social Science Vol. 2 No. 3: Ocktober 2022
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/ijss.v2i3.3627

The Covid-19 virus has resulted in a number of government regulations and policies. It also has an impact on the Dunia Fantasi Jakarta, one of the most popular tourist attractions in Indonesia's capital city, which must learn to adapt to various health protocols imposed by the government. The purpose of this study is to determine how the quality of information, promotion, and servicescape affect revisit intention, with visitor satisfaction acting as a moderator. This research using testing hypothesis method was conducted on 200 respondents who used the website of Taman Impian Jaya Ancol. The data was analyzed statistically using Smart PLS tools. The findings revealed that the variable quality of information had no positive effect on customer satisfaction or intent to return. Promotion and servicescape, on the other hand, had a positive effect on customer satisfaction and revisit intention, and customer satisfaction had a positive effect on revisit intention. Then the visitors' perceptions of promotion and servicescape mediated by visitor satisfaction obtained a positive and significant effect on revisit intention. In contrast, the quality of information mediated by customer satisfaction did not significantly affect the revisit intention variable.

Apakah Digital Marketing Dan Harga Mempengaruhi Keputusan Pembelian Kamar Pada Sebuah Hotel? (Studi Kasus Pada Aston Jambi Hotel & Conference Center) Rilla Rianty; Winda Diana
Menara Ilmu : Jurnal Penelitian dan Kajian Ilmiah Vol 17, No 2 (2023): Vol 17 No. 02 JULI 2023
Publisher : LPPM Universitas Muhammadiyah Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31869/mi.v17i2.4585

Berkembanganya teknologi mengenalkan dunia perhotelan pada digital marketing Online Travel Agent (OTA). Namun keberadaan OTA juga menuntut hotel harus mampu menetapkan strategi harga yang bersaing, karena keterbukaan harga, fasilitas, dan pelayanan dapat dengan mudah diakses oleh pelanggan untuk dibandingkan dengan hotel sejenis.Penelitian ini dilakukan di Aston Jambi Hotel & Conference Center, untuk melihat apakah digital marketing melalui OTA dan harga kamar dapat mempengaruhi keputusan pembelian kamar.Metode yang digunakan adalah kuantitatif asosiatif dengan 100 responden.Hasil penelitian didapatkan bahwa OTA tidak berpengaruh terhadap keputusan pembelian, sedangkan harga berpengaruh positif terhadap keputusan pembelian kamar di hotel ini. ABSTRACT: The development of technology has introduced the world of hospitality to digital marketing Online Travel Agents (OTA). However, OTA also requires hotels to set competitive pricing strategies because of price transparency; facilities and services can be easily accessed by customers to be compared with similar hotels. This research was conducted at the Aston Jambi Hotel & Conference Center to determine whether digital OTA marketing and room prices can influence room purchasing decisions. The method used is associative quantitative with 100 respondents. The results showed that OTA did not affect purchasing decisions, while prices positively affected purchasing decisions for rooms at this hotel.

Modeling Destination Attractiveness: Bagar Hiu's Culinary Tourism Blueprint Rianty, Rilla; Adawiyah, Robiatul
Indonesian Journal of Tourism and Leisure Vol 6, No 1 (2025)
Publisher : Lasigo Akademia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36256/ijtl.v6i1.512

This study investigates the role of traditional food in cultural tourism development through an examination of Bagar Hiu, a traditional shark-based dish from Bengkulu, Indonesia. The research employs PLS-SEM to analyze survey data collected from 300 tourists, focusing on the relationships between food quality, attractiveness, satisfaction, and behavioral intention. Key findings demonstrate significant direct effects: food quality exhibits strong positive relationships with both attractiveness (p < 0.000) and satisfaction (p < 0.000). Attractiveness significantly influences satisfaction (p < 0.000) and behavioral intention (p < 0.000). Furthermore, satisfaction shows a significant effect on behavioral intention (p < 0.000), while food quality maintains a direct, though weaker, impact on behavioral intention (p = 0.002). These results provide empirical evidence for traditional food's multifaceted role in tourist experiences, particularly highlighting the importance of food attractiveness. The study contributes to culinary tourism literature by quantifying these relationships and identifying satisfaction's mediating role. Practical implications suggest the need for destination managers to emphasize both food quality and presentation while preserving culinary authenticity to enhance tourist satisfaction and behavioral intentions

Rethinking Edutourism in Indonesia: A Systematic Review of Global Evidence and Policy Implications Mustafa, Rizki Handayani; Supriyanto, Budi; Rianty, Rilla; Nismara, Muhammad Inas; Sitanggang, Igras Vigran Antonio
Indonesian Journal of Tourism and Leisure Vol 6, No 2 (2025)
Publisher : Lasigo Akademia Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36256/ijtl.v6i2.548

Edutourism is gaining momentum globally as a transformative learning paradigm that integrates education, tourism, and socio-cultural development. Unlike traditional study tours, edutourism emphasizes experiential learning, critical reflection, and contextual immersion. In Indonesia, however, the development of edutourism is hindered by fragmented regulations, geographical disparities, and limited institutional capacity. This study uses a Systematic Literature Review (SLR) and bibliometric analysis of 88 peer-reviewed articles published between 2016 and 2025, sourced from Scopus and Google Scholar, to identify key trends in global edutourism practices. The analysis reveals seven thematic clusters: ecological awareness, governance, rural resilience, cultural identity, spatial efficiency, social impact, and policy innovation. Findings suggest that successful edutourism models globally are driven by cross-sectoral policy integration, collaborative governance, and pedagogical alignment with local contexts. In Indonesia, overcoming challenges such as uneven infrastructure and funding gaps requires a phased, locally grounded approach. To advance edutourism, pilot-based strategies that emphasize decentralization, digital integration, and alignment with the Sustainable Development Goals (SDGs) offer a more effective path forward than national mandates.

Analysis of Internal and External Factors to Design a Tabuik Festival Development Strategy in Pariaman City, West Sumatera Rianty, Rilla; Asty, Wina
Jurnal Penelitian Pariwisata Vol 5 No 2 (2021): (TRJ) Tourism Research Journal
Publisher : Institut Pariwisata Trisakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30647/trj.v5i2.118

The Tabuik Festival is a unique cultural tourism attraction to commemorate the death of Hussein Bin Ali, the grandson of the Prophet Muhammad SAW that died in Karbala, and his body placed in a wooden coffin which in Arabic is called Tabut. However, with tourism growth in West Sumatra, the Tabuik Festival is getting left behind. The purpose of this study is to find a development strategy, so it is necessary to analyze Strengths, Weaknesses, Opportunities, and Threats (SWOT) on internal and external factors (IE) as a tool to formulate strategies. The resulting IE matrix helps evaluate, make decisions, and create development strategies at the Tabuik Festival. This study uses mix method with an unbalanced mixed model (concurrent embedded) with a quantitative approach as the primary method. Qualitative data collection techniques were carried out through interviews, observations, and literature studies, while quantitative data were collected using questionnaires. The research was conducted in Pariaman City from 2019 to 2020, involving eight informants and 100 respondents, consisting of the local governments, local communities, anak nagari, and tourists participating in the Tabuik Festival. The study results obtained a score with a reasonably good category. However, some analyses of internal and external indicators contradict the lowest score so that it can be a threat and weakness. From the results of this analysis, it is concluded that the Tabuik Festival requires a development strategy to maximize its potential to become one of the leading cultural tourism in West Sumatra. Keywords: Cultural Tourism, Tourist Attractions, Calendar of Event, Tabuik Festival

Nature Conservation as a Core Pillar: Strategies for Developing Educational Tourism in Pulau Untung Jawa Towards Sustainable Tourism: Nature Conservation as a Core Pillar: Strategies for Developing Educational Tourism in Pulau Untung Jawa Towards Sustainable Tourism Rilla Rianty; Maidar Simanihuruk; Pipin Noviati Sadikin; Diah Renata Anggraeni
Bogor Hospitality Journal Vol 8 No 2 (2024): Desember 2024
Publisher : Lembaga Penelitian dan Pengabdian Masyarakat Sekolah Tinggi Pariwisata Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55882/bhj.v8i2.141

TThe COVID-19 pandemic has shifted tourists' preferences toward quality tourism that emphasizes nature-based experiences. This study proposes development strategies for conservation-based educational tourism in Pulau Untung Jawa Tourism Village, located in Kepulauan Seribu, DKI Jakarta Province. Using a numerical SWOT approach through IFAS and EFAS analyses, the study identifies the destination's strengths, weaknesses, opportunities, and threats. The analysis results highlight that Pulau Untung Jawa possesses a strong foundation for conservation-based development, with notable strengths such as abundant natural resources, active community involvement, and the availability of educational tourism packages. However, weaknesses in infrastructure and supporting facilities require immediate attention. The EFAS analysis identifies significant opportunities to foster collaboration between the government and local communities, alongside providing training and incentives to enhance community capacity. Conversely, digitalization trends and the socio-environmental impacts of tourism activities are recognized as major threats. Based on the IE matrix and SPACE diagram analyses, Pulau Untung Jawa is strategically positioned for aggressive growth and development. Strategic recommendations include enhancing digital marketing, diversifying educational tourism products, investing in eco-friendly infrastructure, strengthening local human resource capacity, and fostering sustainable multi-stakeholder collaboration. Implementing these comprehensive strategies could position Pulau Untung Jawa as a leading model for conservation-based tourism villages, delivering economic benefits while preserving cultural heritage and protecting the environment

PENGEMBANGAN KOPI CIWALUH UNTUK MEMPERKUAT DAYA TARIK WISATA DAN PEMBERDAYAAN EKONOMI MASYARAKAT DI DESA WISATA PASIR BUNCIR Rilla Rianty; Regina Dewi Hanifah; Antonius Rizki Krisnadi
Jurnal Terapan Abdimas Vol. 11 No. 2 (2026)
Publisher : UNIVERSITAS PGRI MADIUN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25273/jta.v11i2.24755

Abstract. Pasir Buncir Tourism Village in Bogor Regency has considerable agro-ecotourism potential supported by Ciwaluh Coffee as a distinctive local product. However, this potential has not been fully utilized as a tourism attraction due to weak product branding, limited digital marketing, inadequate community capacity, and the lack of integration of coffee into educational tourism activities. This community service program aimed to develop Ciwaluh Coffee as a tourism attraction while strengthening community-based economic empowerment. The program was conducted on 9 May 2026 and involved 30 participants, including members of the Tourism Awareness Group (Pokdarwis), coffee MSME owners, coffee farmers, and local residents. The program adopted a participatory community empowerment approach through observation, focus group discussions, socialization, training, hands-on practice, and mentoring. The results demonstrated the development of an initial community-based coffee educational tourism concept, preliminary product identity and packaging designs for Ciwaluh Coffee, and sample digital promotional content for social media. The program also enhanced participants' basic knowledge and practical skills in product branding, digital marketing, and coffee educational tourism development. Overall, the program established an initial foundation for community-based coffee tourism development by strengthening local capacity, reinforcing product identity, and integrating Ciwaluh Coffee into sustainable tourism development in Pasir Buncir Tourism Village. Abstrak. Desa Wisata Pasir Buncir, Kabupaten Bogor, memiliki potensi agroekowisata yang didukung oleh Kopi Ciwaluh sebagai produk unggulan masyarakat. Namun, potensi tersebut belum dimanfaatkan secara optimal sebagai daya tarik wisata karena lemahnya branding produk, keterbatasan pemasaran digital, rendahnya kapasitas sumber daya manusia, serta belum terintegrasinya kopi ke dalam atraksi wisata edukasi. Kegiatan pengabdian kepada masyarakat ini bertujuan mengembangkan Kopi Ciwaluh sebagai penguat daya tarik wisata sekaligus instrumen pemberdayaan ekonomi masyarakat. Kegiatan dilaksanakan pada 9 Mei 2026 dengan melibatkan 30 peserta yang terdiri atas anggota Pokdarwis, pelaku UMKM kopi, petani kopi, dan masyarakat setempat. Metode yang digunakan adalah participatory community empowerment melalui observasi, diskusi kelompok terarah, sosialisasi, pelatihan, praktik langsung, dan pendampingan. Hasil kegiatan menunjukkan tersusunnya konsep awal wisata edukasi kopi, rancangan identitas dan kemasan produk Kopi Ciwaluh, serta contoh konten promosi digital berbasis media sosial. Kegiatan juga meningkatkan pemahaman dan keterampilan dasar peserta dalam branding, pemasaran digital, dan pengembangan wisata edukasi kopi. Program ini menghasilkan fondasi awal pengembangan wisata kopi berbasis masyarakat melalui penguatan kapasitas masyarakat, identitas produk, dan integrasi Kopi Ciwaluh sebagai daya tarik Desa Wisata Pasir Buncir yang berkelanjutan.

PENGEMBANGAN KOPI CIWALUH UNTUK MEMPERKUAT DAYA TARIK WISATA DAN PEMBERDAYAAN EKONOMI MASYARAKAT DI DESA WISATA PASIR BUNCIR Rilla Rianty; Regina Dewi Hanifah; Antonius Rizki Krisnadi
Jurnal Terapan Abdimas Vol. 11 No. 2 (2026)
Publisher : UNIVERSITAS PGRI MADIUN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25273/jta.v11i2.24755

Abstract. Pasir Buncir Tourism Village in Bogor Regency has considerable agro-ecotourism potential supported by Ciwaluh Coffee as a distinctive local product. However, this potential has not been fully utilized as a tourism attraction due to weak product branding, limited digital marketing, inadequate community capacity, and the lack of integration of coffee into educational tourism activities. This community service program aimed to develop Ciwaluh Coffee as a tourism attraction while strengthening community-based economic empowerment. The program was conducted on 9 May 2026 and involved 30 participants, including members of the Tourism Awareness Group (Pokdarwis), coffee MSME owners, coffee farmers, and local residents. The program adopted a participatory community empowerment approach through observation, focus group discussions, socialization, training, hands-on practice, and mentoring. The results demonstrated the development of an initial community-based coffee educational tourism concept, preliminary product identity and packaging designs for Ciwaluh Coffee, and sample digital promotional content for social media. The program also enhanced participants' basic knowledge and practical skills in product branding, digital marketing, and coffee educational tourism development. Overall, the program established an initial foundation for community-based coffee tourism development by strengthening local capacity, reinforcing product identity, and integrating Ciwaluh Coffee into sustainable tourism development in Pasir Buncir Tourism Village. Abstrak. Desa Wisata Pasir Buncir, Kabupaten Bogor, memiliki potensi agroekowisata yang didukung oleh Kopi Ciwaluh sebagai produk unggulan masyarakat. Namun, potensi tersebut belum dimanfaatkan secara optimal sebagai daya tarik wisata karena lemahnya branding produk, keterbatasan pemasaran digital, rendahnya kapasitas sumber daya manusia, serta belum terintegrasinya kopi ke dalam atraksi wisata edukasi. Kegiatan pengabdian kepada masyarakat ini bertujuan mengembangkan Kopi Ciwaluh sebagai penguat daya tarik wisata sekaligus instrumen pemberdayaan ekonomi masyarakat. Kegiatan dilaksanakan pada 9 Mei 2026 dengan melibatkan 30 peserta yang terdiri atas anggota Pokdarwis, pelaku UMKM kopi, petani kopi, dan masyarakat setempat. Metode yang digunakan adalah participatory community empowerment melalui observasi, diskusi kelompok terarah, sosialisasi, pelatihan, praktik langsung, dan pendampingan. Hasil kegiatan menunjukkan tersusunnya konsep awal wisata edukasi kopi, rancangan identitas dan kemasan produk Kopi Ciwaluh, serta contoh konten promosi digital berbasis media sosial. Kegiatan juga meningkatkan pemahaman dan keterampilan dasar peserta dalam branding, pemasaran digital, dan pengembangan wisata edukasi kopi. Program ini menghasilkan fondasi awal pengembangan wisata kopi berbasis masyarakat melalui penguatan kapasitas masyarakat, identitas produk, dan integrasi Kopi Ciwaluh sebagai daya tarik Desa Wisata Pasir Buncir yang berkelanjutan.

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