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All Journal Pariwisata Budaya: Jurnal Ilmiah Pariwisata Agama dan Budaya Indonesian Tourism Journal
Sapitri, Hawita
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Arts Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Branding strategy for the tourism attraction potential of Pura Pengelukatan Tirta Sudamala Wanagiri Buleleng Deviana, Ni Komang; Misri, Misri; Putra, I Putu Aditya Prawira; Putra, Putu Gede Wirananda Manggala; Sapitri, Hawita
Indonesian Tourism Journal Vol. 1 No. 3 (2024): November, 2024
Publisher : CV. Austronesia Akademika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69812/itj.v1i3.76

Abstract

Tourism branding strategies are crucial for creating a unique and compelling identity for destinations to attract visitors. This study focuses on Pura Pengelukatan Tirta Sudamala, a spiritual temple located in Wanagiri Village, Bali, which holds significant potential as a religious and healing tourism destination. Despite its historical and cultural importance, the temple's potential remains underdeveloped and underexplored. The research objectives are to analyze the temple’s spiritual, cultural, and natural appeal and to propose an effective branding strategy to elevate its recognition as a healing tourism site. The study adopts a qualitative research methodology with a descriptive approach, utilizing in-depth interviews, field observations, and document analysis. Key stakeholders, including temple caretakers, local residents, and visitors, provided critical insights. Field observations highlighted the temple’s purification rituals rooted in Tri Kaya Parisudha and Panca Maha Bhuta concepts, combining spirituality, natural elements, and therapeutic experiences. The findings demonstrate that Pura Pengelukatan Tirta Sudamala possesses unique attributes for spiritual healing, including traditional purification practices, serene natural surroundings, and cultural heritage. However, challenges such as limited accessibility, inadequate promotion, and low visitor awareness hinder its development. To address these issues, the proposed branding strategy focuses on the 4A framework: Awareness, Attitude, Action, and Accessibility. Key strategies include increasing online visibility through social media, engaging with wellness tourism influencers, improving visitor facilities, and developing infrastructure. Collaborative efforts with travel agencies and local stakeholders are also recommended to enhance accessibility and sustainability.
STRATEGI PENGEMBANGAN WISATA GUA LIANG BANGKAI SEBAGAI CAGAR BUDAYA LOKAL, KABUPATEN TANAH BUMBU, KALIMANTAN SELATAN Sapitri, Hawita
Jurnal Pariwisata Budaya: Jurnal Ilmiah Pariwisata Agama dan Budaya Vol 11 No 1 (2026): Volume 11 No 1
Publisher : UHN IGB Sugriwa Denpasar

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Abstract

Liang Bangkai Cave, located in Tanah Bumbu Regency, South Kalimantan, is a natural and cultural site with important historical and archaeological value for the development of sustainable tourism in Indonesia. This study aims to analyze the potential, roles of the government and community, and development strategies for Liang Bangkai Cave as a local cultural heritage site and conservation-based educational tourism destination. The research method used is descriptive qualitative with data collection techniques through field observations, in-depth interviews with the community, tourism managers, and the local government, as well as documentation studies from various related literature and archives. The results show that Liang Bangkai Cave has great geological and archaeological potential, such as natural stalactite and stalagmite formations and findings of ancient human artifacts that show traces of prehistoric life. However, this potential has not been optimized due to limited infrastructure, lack of promotion, and low community participation in tourism management. Therefore, the development strategy is directed at implementing the concept of eco-cultural tourism that emphasizes a balance between environmental conservation, cultural education, and local community empowerment. The government plays a role in policy, supervision, and infrastructure development, while the community is involved as the main actor in tourism management and promotion. With a well-planned and collaborative strategy, Liang Bangkai Cave has the potential to become a cultural tourism icon in South Kalimantan, not only improving the community's well-being but also preserving the nation's historical and cultural heritage.
Co-Authors Deviana, Ni Komang Misri, Misri Putra, I Putu Aditya Prawira Putra, Putu Gede Wirananda Manggala