Necromancy Marketing Reviving Local Wisdom as The Cornerstone of Indonesian Tourism
- Book Chapter
- Dini Turipanam Alamanda , Abdullah Ramdhani , Nizar A Hamdani , Ikeu Kania, Fajar S.A Prabowo
- -
Abstrak
Local wisdom is an important point of concern of Indonesian Ministry of Tourism in
realizing sustainable tourism. Garut Regency is one of the regions in Indonesia that
makes tourism as a regional superior commodity potential but unfortunately has serious
problems, especially in marketing strategies. The purpose of this research is to map the
potential of local wisdom that spread in Garut Regency and provide an alternative
marketing strategy to sell its superior tourism potential. By using a mix-method approach,
the initial data was obtained through interviews with 42 key persons to gather list of local
wisdom from 42 sub districts in Garut Regency. Processed data in phase 1 was used as
the basis information in creating the questionnaire that then distributed to 500 Garut
people to rank the top 10 local wisdoms in Garut Regency. The third phase is the
distribution of questionnaires to 400 West Java regional communities both who have
come to Garut Regency as Nusantara tourists and who have never visited Garut to give
their preference toward combination of local wisdom in Garut Regency. The results of
this study are data of potential local wisdom of Garut Regency and alternative marketing
strategies based on the preferences of Nusantara tourists. The benefits of this study can
also be used as a consideration for the stakeholders of Garut Regency tourism who are
part of hexa helix in developing Garut regency tourism and boost number of tourists to
visit Garut Regency
Keywords: local wisdom; sustainable tourism; tourism marketing strategy;
tourist preference
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