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Title: Model Formulasi Strategi Pemasaran Pariwisata Masyarakat Adat (Sebuah Pendekatan Resource Based View)
Authors: Antonius
Issue Date: 2019
Abstract: Several studies have been performed to describe the uniqueness and phenomena in indigenous people. One of the approaches used in exploring resources in indigenous people is resource based view (RbV) approach. This approach can describe in detail various resources in traditional people but only be done descriptively that it needs another approach to observe the continual existence of indigenous people in the midst of modernization influence. In this thesis, the author tries to explain various resources in indigenous people using resource based view (RbV) approach combined with entrepreneurship theory to explain the potential of resources and the creative works of indigenous people in preserving and developing their existence and the author tries to find the suitable marketing strategies to develop tourism in indigenous people. In performing the study, the method of research is based on empiric phenomena in the field that was studied by observing some relevant theoretical perspectives to get conclusions which are explained in detail. The results of the study show that there are levels of competitiveness in indigenous people in which can be categorized into four types of resources, that is: sustainable competitiveness, temporary competitiveness, balanced competitiveness, and no competitiveness. Resources of indigenous people whether in form of habitat, heritage, history and handicraft, all of them are formed by Tourism Attractiveness Object (ODTW), attitudes of people in communities, competence, roles of government, traditional council, informal agencies and private agencies. The Tourism Attractiveness Object (ODTW) is part of the research that can be explained using resources based view (RbV) perspective, while the attitude of communities can be explained using entrepreneurship perspective. In general, the Tourism Attractiveness Object (ODTW) on some objects in Dayak Ngaju people in Gunung Mas regency of Central Kalimantan formed by: the attractiveness of pristine forest object, the easiness of access, distance, mystical stories, rituals, regional arts, sacred rituals, sandung performance, values in traditions, natural atmosphere, festival merriness, involvement of various parties in rituals, experiences, use of musical instruments, attractions, diversity, values in stories, existence of monuments and uniqueness of handicrafts. The attitudes of people are formed by universalism values, open-mindedness, proudness, cultural sensitiveness, belongingness, adaptability, unity, creativity, hospitality, succession patterns, initiative and motivation. Competence is formed by communication skills, linguistic intelligence, art capabilities, managerial ability and technical skills. There are also roles of government, private organizations, traditional community council, and informal agencies. Considering the existing resources, it needs an in-depth analysis involving SWOT method as basis in making a proper marketing strategy both based on competitiveness characteristics of resources and overall marketing strategy in the framework of cultural tourism marketing. Based on analysis of resources potential in Dayak Ngaju traditional people in Gunung Mas regency, a marketing model by considering the existing various resources by developing a cultural tourism based on heritage aspect is offered. The theoretical implications of this study result in Resources Based Entrepreneurship Marketing (RBEM) model which combine interactions among various resources in forming of entrepreneurship values and marketing strategy. In its implementation, all of those things are needed to create competitiveness in traditional tourism marketing.
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