Mengoptimalkan Kontak Kultur dan Pengalaman Menyenangkan Wisatawan untuk Meningkatkan Citra Destinasi dan Bauran Pemasaran pada Pantai Oetune
DOI:
https://doi.org/10.30822/aksioma.v4i1.4532
Kata Kunci:
Kontak Kultur; Pengalaman Menyenangkan Wisatawan; Citra Destinasi; Bauran PemasaranAbstrak
Dalam mempertahankan destinasi di sektor pariwisata yang kompetitif, kontak budaya dan pengalaman wisata yang menyenangkan harus dimanfaatkan. Studi ini mengeksplorasi dampaknya terhadap citra destinasi dan bauran pemasaran (7P) di Pantai Oetune, Kabupaten Timor Tengah Selatan, Indonesia. Temuan dari studi penjelasan kuantitatif berdasarkan data yang dikumpulkan dari 126 wisatawan menunjukkan bahwa kontak budaya dan pengalaman wisata yang positif keduanya secara signifikan meningkatkan citra destinasi dan efektivitas bauran pemasaran. Studi ini menekankan pentingnya pemangku kepentingan lokal untuk secara formal memulai dimensi-dimensi ini dalam bauran pemasaran sehingga mereka dapat lebih kompetitif dan memuaskan pengunjung mereka. Temuan ini memberikan wawasan yang dapat ditindaklanjuti bagi manajemen destinasi untuk menciptakan pembangunan pariwisata yang berkelanjutan dan kesuksesan jangka panjang.
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