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Optimization Strategy of Service Marketing Mix in the Development of MICE Services at Wisma Universitas Terbuka Setiawan, Muhammad Ozi; Suryantari, Yulita; Linarko, Linarko
Journal of Research in Social Science and Humanities Vol 5, No 3 (2025)
Publisher : Utan Kayu Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47679/jrssh.v5i3.430

Abstract

This study aims to analyze the implementation of marketing mix strategies in the development of MICE (Meetings, Incentives, Conferences, and Exhibitions) services at Wisma Universitas Terbuka. The research employed a qualitative method with a descriptive qualitative approach. Data were collected through in-depth interviews, direct observation, and documentation. The findings show that several elements of the 7Ps—such as product, place, price, and physical evidence—have been implemented quite well in supporting MICE services. However, significant weaknesses were identified in the aspects of promotion, process, and human resources. These weaknesses include the absence of a digital promotion strategy, the lack of standardized service procedures, and insufficiently professional competencies among the human resources in the MICE field. This study recommends a strategic integration of marketing mix elements to strengthen brand image and service quality, with particular emphasis on digital transformation and the development of professional human resources. The results are expected to serve as a foundation for formulating marketing strategies that are both applicable and adaptive to the dynamics of the competitive MICE industry, thereby reinforcing Wisma Universitas Terbuka’s position as a leading and reliable institutional MICE service provider. 
AN INTEGRATIVE MODEL OF SUSTAINABLE TOURISM VILLAGES: SYNERGIZING EDUCATION, GREEN ECONOMY, AND TECHNOLOGICAL INNOVATION WITHIN THE SDGS FRAMEWORK Setiawan, Muhammad Ozi; Suryantari, Yulita; Anom, Alfatri
Ar Rehla: Journal of Islamic Tourism Halal Food Islamic Traveling and Creative Economy Vol. 5 No. 2 (2025)
Publisher : Faculty of Islamic Economic and Business - Universitas Islam Negeri Sayyid Ali Rahmatullah Tulungagung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21274/ar-rehla.v5i2.11501

Abstract

Abstract: This study aims to formulate a sustainable tourism village development model based on the Sustainable Development Goals (SDGs) through the integration of education, green economy, and innovation and technology. This research employs a qualitative method with a literature review approach, in which data were collected through an in-depth analysis of national and international academic literature indexed in Scopus, Web of Science, and Sinta with a publication year limitation from 2016 to 2025. This approach was chosen as it is considered appropriate for identifying conceptual patterns, comparing findings, and systematically formulating an integrative model of sustainable tourism village development. The findings reveal that quality education serves as a key factor in enhancing the human resource capacity of local communities, the implementation of a green economy contributes to more inclusive and equitable economic growth, while innovation and technology accelerate the transformation toward adaptive and sustainable tourism development. The main finding of this study shows that the synergy between education, green economy, and technological innovation acts as the primary driver in creating a sustainable tourism village model that is adaptive to global dynamics and aligned with the SDG principles. Nglanggeran Tourism Village is positioned as a model of sustainable rural tourism that reflects the successful integration of these three dimensions. This study concludes that the synergy of education, green economy, and technological innovation is the key to developing sustainable, adaptive, and inclusive tourism villages that remain relevant to global challenges. The implications of this study strengthen the literature on SDG-based sustainable tourism development models and provide practical guidance for governments and tourism village managers, particularly in designing inclusive, innovative, and environmentally friendly development strategies. Keywords: Sustainable Tourism; Inclusive Rural Tourism Model; Nglanggeran. Abstrak: Penelitian ini bertujuan merumuskan model pengembangan desa wisata berkelanjutan berbasis Sustainable Development Goals (SDGs) melalui integrasi pendidikan, ekonomi hijau, serta inovasi dan teknologi. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kepustakaan, di mana data dikumpulkan melalui telaah mendalam terhadap literatur akademik nasional dan internasional yang terindeks Scopus, Web of Science, dan Sinta dengan batasan tahun publikasi 2016–2025. Pendekatan ini dipilih karena dinilai tepat untuk mengidentifikasi pola konseptual, membandingkan temuan, serta merumuskan model integratif desa wisata berkelanjutan secara sistematis. Hasil kajian menunjukkan bahwa pendidikan berkualitas menjadi faktor kunci dalam peningkatan kapasitas sumber daya manusia masyarakat lokal, penerapan ekonomi hijau berkontribusi terhadap pertumbuhan ekonomi yang inklusif dan berkeadilan, sementara penguatan inovasi dan teknologi berperan mempercepat transformasi menuju pembangunan pariwisata yang berkelanjutan dan adaptif. Temuan utama dari penelitian ini menunjukkan bahwa sinergi antara pendidikan, ekonomi hijau, dan inovasi teknologi menjadi penggerak utama dalam menciptakan model desa wisata berkelanjutan yang adaptif terhadap dinamika global dan selaras dengan prinsip SDGs. Desa Wisata Nglanggeran diposisikan sebagai model desa wisata berkelanjutan yang mencerminkan keberhasilan integrasi ketiga dimensi tersebut. Penelitian ini menunjukkan bahwa sinergi pendidikan, ekonomi hijau, dan inovasi teknologi merupakan kunci dalam menciptakan desa wisata berkelanjutan yang adaptif, inklusif, dan sesuai dengan prinsip SDGs, sekaligus relevan dalam menghadapi tantangan global. Implikasi penelitian ini memperkuat literatur mengenai model pengembangan pariwisata berkelanjutan berbasis SDGs serta memberikan panduan praktis bagi pemerintah dan pengelola desa wisata, khususnya dalam merancang strategi pembangunan yang inklusif, inovatif, dan ramah lingkungan. Kata Kunci: Pariwisata Berkelanjutan; Model Desa Wisata Inklusif; Nglanggeran.