Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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All Journal Journal of Economic Education and Entrepreneurship Studies
Rahmawati Rahmawati
PSDKU Sragen, Politeknik Pariwisata Bali, Indonesia
Economics, Econometrics & Finance Other

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From Authenticity to Measurable Impact: IFAS–EFAS SWOT and SMART Digital Marketing Strategy for Pasar Bahulak Cultural Tourism Rahmawati Rahmawati; Mohamad Nur Afriliandi Nasution; Asmarani Majid; Andika Isma
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.
Job Satisfaction as a Mediator between Humanistic Employee Management and Service Quality in the Hotel Industry ER Ummi Kalsum; Rahmawati Rahmawati
Journal of Economic Education and Entrepreneurship Studies Vol. 7 No. 1 (2026)
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.v7i1.188

Abstract

This study examines the effect of humanistic employee management on service quality through job satisfaction in the Rooms Division of four-star hotels in Greater Bandung. In the hospitality industry, service quality depends not only on operational efficiency but also on how employees are managed and supported. Using a quantitative approach, survey data were collected from Rooms Division employees and analyzed with Structural Equation Modeling (SEM) to test the direct and indirect relationships among the variables. The results show that humanistic employee management has a significant positive effect on both job satisfaction and service quality. Job satisfaction also significantly influences service quality and partially mediates the relationship between humanistic employee management and service quality. These findings indicate that employee-centered management practices contribute to better employee attitudes and more consistent service performance. The study highlights the importance of humanistic management in high-contact hotel operations, particularly in Front Office and Housekeeping, where employee well-being and service delivery are closely interconnected.
Co-Authors Andika Isma Asmarani Majid ER Ummi Kalsum Mohamad Nur Afriliandi Nasution