Minggu, Agustus 04, 2019

POTENTIAL TOURIST ATTRACTION AT TANGKUP VILLAGE IN KARANGASEM BALI


BRAND LOYALTY MODEL FOR DEVELOPING POTENTIAL TOURIST ATTRACTION AT TANGKUP VILLAGE IN KARANGASEM BALI

I Made Bayu Wisnawa1
kerjabayu@gmail.com
Putu Agus Prayogi2
I Ketut Sutapa3

Lecturer at STIPAR Triatma Jaya Badung1,2,3

ABSTRACT
This study aims to formulate the tourism potential of Tangkup Village and find a brand loyalty model , as well as the interrelationships between antecedents that affect brand loyalty. The determinants of forming brand loyalty in this study are: service quality, brand image, brand awareness and customer satisfaction. The sample used was 200 respondents, with the criteria of having visited Tangkup Village at least twice. The analysis technique used is Structural Equation Modeling (SEM) and is strengthened by qualitative techniques focus group discussions. The results showed that the tourism potential of Tangkup Village was (i) natural potential which included: scenery for tracking and Telaga Waja River for rafting; (ii) meanwhile the potential for cultural tourism includes: Tenun Cag Cag and Barong Nong nong Kling dance. From the perception of tourists shows a positive and significant influence between: (i) service quality on brand awareness, (ii) service quality on brand loyalty, (iii) brand image on brand awareness, (iv) brand image on customer satisfaction, (v) brand awareness of customer satisfaction and (vi) customer satisfaction with brand loyalty. Theoretical implications are brand loyalty has antecedents of customer satisfaction, brand awareness, brand image and service quality, where customer satisfaction is the most powerful predictor. The practical implication is that the management of Tangkup Village should (i) immediately form a Pokdarwis and develop a tourism potential management development plan, (ii) pay attention to tourist satisfaction to increase brand loyalty by preparing tourism infrastructure and facilities such as: tracking packages, rafting packages that include cultural tourism activities by involving Tenun Cag Cag and Baris Nong Nong Kling dance as uniqueness.
Keywords: Brand Loyalty, service quality, customer satisfaction, brand image, brand awareness, tourism potential


 Gambar 1
Kerangka Konseptual

Gambar 2
Model Pengembangan Potensi Wisata Desa Tangkup Menjadi Desa Wisata


Gambar 3
Tenun Cag Cag

Gambar 4
Pemandangan Alam Desa Tangkup Sidemen Karang Asem


Gambar 5
Aliran Sungai Telaga Waja yang Jernih


Gambar 6
Tenun Cag Cag Asli Desa Tangkup


Gambar 7
Persamaan Model Struktural

Practical implications

The practical implications of this research are (i) starting to immediately empower the potential of natural and cultural tourism in the Tangkup Village. This can be done by immediately forming a tour package, itenary and starting to do tourism promotion activities to the mass media (ii) the manager of Tangkup Village should pay attention to tourist satisfaction, especially to those who can convince tourists that Tangkup Village is the right choice to visit (iii) improve the quality of services, especially on empathy indicators that are arouse the attitude of rural communities to be able to understand the needs of tourists. This can be realized by forming tourism awareness groups and providing ongoing training on sapta charm and management of tourism villages. (Iii) brand awareness also has an important role in shaping customer satisfaction, more than servie quality and brand image. Efforts that can be made include giving messages and repeats about all the advantages and uniqueness of Tangkup Village, for example: Telaga Waja River flow, Weaving Cag Cag and Barong Nong Nong Kling dance, (iv) Village managers should immediately establish the uniqueness of the Tangkup Village which will be able to strengthen the image of Tangkup Village in the minds of tourists, considering the uniqueness is the most powerful indicator in shaping brand image.
Weaknesses of this study
The weakness of this research is that it still uses conventional variables as brand loyalty antecedents. Other variables that are being studied by researchers today, such as: service performance, switching behavior, and trust.
Future Research
Future studies are expected to develop variables or other constructs that shape brand loyalty, especially in rural tourism or other rural tourism in Bali.
Sugestions
Brand loyalty in Tangkup Village can be increased by: (i) increasing customer satisfaction by giving tourists confidence that visiting Tangkup Village is the right choice, (ii) improving the quality of service by providing tourism awareness counseling to strengthen empathy, ( iii) determine the uniqueness of the Tangkup Village to be communicated to tourists to strengthen the image of Tangkup Village (iv) Frequently do repetitions of the uniqueness of the Tangkup Village owned by tourists to increase Brand Awareness.

Bibliography
Aaker, D. A. 1996. Building Strong Brand.  New  York: The Free Press.
Abdullah, Taufik.2017. Penilaian Wisatawan akan Atribut Pariwisata di Kota Batu. Tourism and Hospitality Essentials (THE) Journal, Vol. 7, No. 2, 2017.pp.91-96.
Anderson, E. W., Fornell, C. and Mazvancheryl, S. K.  2004. Customer Satisfaction and Shareholder Value. Journal of Marketing,Vol. 68 No.4, pp.172-185.
Andini, DN dan Pujaastawa, G. 2018. ” Peran Serta Elit Desa Dalam  Pengembangan Pariwisata Cempaga Kecamatan Bajar Kabupaten Buleleng Bali”. Jurnal Humanis, Fakultas Ilmu Budaya Unud Vol 22.1 Pebruari 2018: 87-95. DOI: 10.24843/JH.2018.v22.i01.p13 ISSN: 2302-920X
Anonim. 2014. Surat Edaran Kadisparda Provnsi Bali nomor 556/317/I/DISPAR tentang pengembangan 100 Desa Wisata di Bali tahun 2014-2018. Denpasar : Disrpada Pemrpov. Bali
Anonimus, Undang-undang No. 25 Tahun 2000 Tentang Program Pembangunan Nasional (Propenas) Bab VIII.
Ariyanto.2005.Ekonomi Pariwisata.Jakarta:Rhineka Cipta
Brady, M. K., Knight, G. A., Cronin, J. J., Tomas, G., Hult, M. and Keillor, B. D. .2005. Removing The Contextual Lens: A multinational, Multi-setting Comparison of Service Evaluation Models. Journal of Retailing, Vol. 81, No. 3, pp.215-230.
Buhalis, Dimitrios. (2000). “Marketing the competitive destination of the future”, Tourism Management, 21 (1), 97-116
Chi, Hsinkuang.,Yeh, H.R., Yang,YT.2009. The Impact of Brand Awareness on Consumer Purchase Intention : The Mediating Effect of Perceived Quality and Brand Loyalty. The Journal of International Management. Http://www.academia.edu/download/34707438/17_ya_ting_yang.pdf
Cooper, Chris Jackson, Stephen. 1997, Distination Life Cycle: The Isle of Man Case Study, (ed Lesley France) dalam The Eartscan in Sustainable Tourism, MK : Easthscan Publication Heunited.
Cooper, Chris. Dkk. 1993. Tourism Principles & Practice. England: Longman Group.
Cronin, J. J., Brady, M. K. and Hult, T. M. 2000. Assessing The Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments. Journal of Retailing, Vol. 76, No. 2, pp.193-218.
Dobni, D. and Zinkhan, G. M. 1990. in Search of Brand Image: A Foundation Analysis. Advances in Consumer Research, Vol. 17, No.1,  pp. 110-119.
Evanschitzky, H. and Wunderlich, M. 2006. An Examination of Moderator Effects in The Four- Stage Loyalty Model. Journal of Service Research, Vol. 8, No. 4, pp. 330-345.
Hafsah, J. 2000. Kemitraan Usaha Konsepsi dan Strategi. Pustaka Sinar Harapan, Jakarta
Hair, J. F., Black, W. C., Babin, B. J. and Anderson, R. E. 2014. Multivariate Data Analysis. Pearson New International Edition. England: Pearson Education Limited
Hamel and Prahalad.1990.The Core Competence of Business Corporation.Boston, USA : Harvard Business School
Haribawa, Avenzora, dan Arif.2017. Analisis Orientasi Stakeholder Untuk Pembangunan Ekowisata Di Wilayah Bali Aga, Buleleng-Bali. Media Konservasi Vol. 22 No. 3 Desember 2017: 269-276
Holloway, J. Christopher, Humphreys , Claire, dan Davidson, Rob. (2009). The Business of Tourism, 8th Edition. England: Pearson Education Limited
Huh, Jin.  2006. Destination Branding As An Informational Signal and Its Influence on Satisfaction and Loyalty in The Leisure Tourism Market. Virginia, USA : Faculty of Virginia Polytechnic Institute and State University.
Hutchinson, J., Lai, F. and Wang, Y. 2009. Understanding The Relationships of Quality, Value, Equity, Satisfaction, and Behavioral Intentions among Golf Travelers. Tourism Management, Vol. 30, No. 2,  pp.298-308.
Jane, H.-B. and A. Ibrahim (2016). "Service quality and brand loyalty: The mediation effect of brand passion, brand affection and self-brand connection." International Journal of Contemporary Hospitality Management 28(12): 2771-2794.
Kandampully,J. and  Suhartanto,D. 2003. The Role of Customer Satisfaction and Image in Gaining Customer Loyalty in The Hotel Industry. Journal of Hospitality & Leisure Marketing, Vol. 10, No. 1
Keller,K.L. 1993.Conceptualizing, Measuring, and Managing Customer Based Brand Equity. Journal of Marketing, Vol. 57, No. 1,   pp.1-22. http://dx.doi.org/10.237/1252054.
Kurniasih, dkk. 2018. Tourism Village Model Based on Local Indigenous: Case Study of Nongkosawit Tourism Village, Gunungpati, Semarang. E3S Web of Conferences 31, 09011 (2018), ICENIS 2017.
Li,X. 2006. Examining The Antecedents and Structure of Customer Loyalty in A Tourism Context. Mexico : Texas A&M University
Mahasuweerachai, P. 2012. A Study of Spillover Effects of Multiple Hotel Brand Extensions (Order No. 3525632). Available from ABI/INFORM Global. (1039149543).
Maheswari, dan Sariani. 2018. Strategi Pengembangan Desa Wisata Dengan Menggunakan Konsep Community Based Tourism (CBT) Di Desa Sidatapa Kecamatan Banjar Kabupaten Buleleng. Jurnal KEPARIWISATAAN Volume 17 Nomor 2 September 2018. ISSN: 1412-5498 / E-ISSN: 2581-1053.
Marangkun, Pantathep & Rodjana Khoonpoon. 2011. Development And Map Surveying Of Ancient Remain, Koh Yor, Muang District, Songkhla Province, Thailand. International Journal of Arts & Sciences, CD-ROM. ISSN: 1944-6934 :: 4(17):213–227.
Markovic, S. and Jankovic, S. R. 2013. Exploring The Relationship Between Service Quality and Customer Satisfaction in Croatian Hotel Industry. Tourism and Hospitality Management, Vol. 19, No. 2, pp. 149-164.
Mccain, S. C., Jang, S. and Hu, C. 2005. Service Quality Gap Analysis Toward Customer Loyalty: Practical Guidelines for Casino Hotels. Hospitality Management  Vol. 24, No. 1, pp.465-472.
Mojarrad, N. and Lakanie, P. A. 2015. Determining and Prioritizing The Key Indicators to Choose A Hotel from The Iranian Perspective. Kuwait Chapter of The Arabian Journal of Business and Management Review, Vol. 5 No. 3, pp. 49-75.
Oliver, R. L. 1997. Satisfaction: A Behavioral Perspective on The Consumer. New York: Mcgraw Hill.
Parasuraman,A.,and Grewal,D. 2000. The Impact of Technology on The Quality-Value-Loyalty Chain : A Research Agenda. Journal of Academic Marketing Science, Vol. 28, No. 1, pp.168-174.
Peter,J.P. and Olson,J.C.2014. Perilaku Konsumen dan Strategi Pemasaran. Buku 1, Edisi 9. Jakarta: Salemba Empat.
Peraturan Daerah Propinsi Bali No. 2 Tahun 2012 Tentang Pariwisata Budaya Bali.
Prakoso, Aditha Agung. 2008.Pengembangan Desa Wisata Melalui Pendekatan Rute Wisata Kasus: Desa Wisata Srowolan, Sleman, DIY. Yogyakarta: UGM.
Ratu, Cristina, dkk. 2016. Strategi Pemasaran Desa Wisata Blimbingsari Kabupaten Jembrana. Jurnal Destinasi Pariwisata, Vol. 4 No. 1, ISSN: 2338-8811
Schiffman, L., dan Kanuk, L.L. 2008. Perilaku Konsumen. Edisi Ketujuh. Penterjemah Zoelkifli Kasif. Jakarta: PT. Indeks.
Sedarmayanti. (2014). Sumber Daya Manusia dan Produktivitas Kerja. Jakarta: Mandar Maju.
Sidiq, Ade Ajar & Risna Resnawaty. 2017. Pengembangan Desa Wisata Berbasis Partisipasi Masyarakat Lokal Di Desa Wisata Linggarjati Kuningan, Jawa Barat. Prosiding Ks: Riset & Pkm, Vol. 4. ISSN: 2442-4480
Soekadijo, R,G. 2000, Anatomi Pariwisata. Jakarta : Gramedia
Suhartanto, D. 2011. “An Examination of  The Structure and Determinants of Brand Loyalty across Hotel Brand Origin. ASEAN Journal on Hospitality and Tourism. Volume 10 No.2. pp. 146-161
Suhartanto, D. 2011. “An Examination of  The Structure and Determinants of Brand Loyalty across Hotel Brand Origin. ASEAN Journal on Hospitality and Tourism. Volume 10 No.2. pp. 146-161.
Sumadi, Ketut. 2016. Tourism Development Basis in Traditional Village of Kuta. International Journal of Linguistics, Language and Culture (IJLLC), Vol. 2, No. 3, September 2016, pp. 102~108 ISSN: 2455-8028
Suprapti, Ni Wayan Sri. 2010. Perilaku Konsumen Pemahaman Dasar dan Aplikasinya Dalam Strategi Pemasaran. Denpasar: Udayana University Press
Tabaku, E. and Cerri, S.  2016. An Assessment of  Service Quality and Customer Satisfaction in The Hotel Sector.  Faculty of Tourism and Hospitality Management in Opatija. Biennial International Congress.Tourism and Hospitality Industry, pp. 480-489.
Tabaku, E. and Kushi,E. 2013.Service Quality, Customer Satisfaction, Perceived Value and Brand Loyalty : A Critical Review of The Literature. Academic Journal of Interdiciplinary Studies, Vol. 2 No. 9.
Tjiptono, Fandi. 2014. Pemasaran Jasa. Yogyakarta: Penerbit Andi
Undang-undang          Republik          Indonesia        No.      10        Tahun  2009 Tentang Kepariwisataan, Presiden Republik Indonesia
Wisnawa, I.M.B., Sutapa,I.K. dan Sumerta,I.K.E. 2017. Loyalitas Pelanggan pada BrandbHotelbBerbintangbdibDenpasar.https://www.academia.edu/33620683/LOYALITAS_PELANGGAN_PADA_BRAND_HOTEL_BER_BINTANG_DI_DENPASAR.docx. Diakses pada 27 November 2017, Jam 08.30 wita
Wisnawa,IMB.,Antara,I Made, and Bendesa.,IKG. 2018.Brand Awareness at Chain Hotel in Bali : A Case Study at Inna Hotel Group.IJMER.Vol.7 Issue 1(4). India:Sucharitha Publication.
Wisnawa,IMB.,Antara,I Made, and Bendesa.,IKG. Brand Loyalty at Chain Hotel in Denpasar.2018. Electronoic Journal of Tourism (EJOT).Vol.5 No.1. Denpasar: Universitas Udayana.
Wu, H. 2014. The Effects of Customer Satisfaction, Perceived Value, Corporate Image and Service Quality on Behavioral Intentions in Gaming Establishments. Asia Pacific Journal of Marketing and Logistics, Vol. 26, No. 4, pp. 540-565.
Zeithaml, V. A.  1988. Consumer Perceptions of Price, Quality, and Value: A Means-End Model and SynThesis of Evidence. Journal of Marketing, Vol. 52, No. 3, pp. 2-22.
Zeithaml, V. A., Berry, L. L. and Parasuraman, A.  1996. The Behavioral Consequences of Service Quality. Journal of Marketing, Vol. 60, No. 2, pp. 31-46.













4 komentar:

  1. Did you realize there's a 12 word sentence you can speak to your crush... that will induce intense emotions of love and instinctual attractiveness for you deep within his chest?

    That's because deep inside these 12 words is a "secret signal" that triggers a man's instinct to love, look after and look after you with his entire heart...

    12 Words Who Fuel A Man's Love Response

    This instinct is so hardwired into a man's brain that it will make him work harder than ever before to to be the best lover he can be.

    Matter of fact, fueling this all-powerful instinct is so essential to achieving the best possible relationship with your man that as soon as you send your man one of the "Secret Signals"...

    ...You'll soon notice him open his mind and soul to you in a way he haven't experienced before and he'll perceive you as the only woman in the world who has ever truly interested him.

    BalasHapus
  2. Yuk Merapat Best Betting Online Hanya Di AREATOTO
    Dalam 1 Userid Dapat Bermain Semua Permainan
    Yang Ada :
    TARUHAN BOLA - LIVE CASINO - SABUNG AYAM - TOGEL ONLINE ( Tanpa Batas Invest )
    Sekedar Nonton Bola ,
    Jika Tidak Pasang Taruhan , Mana Seru , Pasangkan Taruhan Anda Di areatoto
    Minimal Deposit Rp 20.000 Dan Withdraw Rp.50.000
    Proses Deposit Dan Withdraw ( EXPRES ) Super Cepat
    Anda Akan Di Layani Dengan Customer Service Yang Ramah
    Website Online 24Jam/Setiap Hariny

    BalasHapus
  3. Hai! Makasih udah nulis tentang artikel ini. Aku seneng banget bacanya.

    Untuk mengobati kerinduanmu berwisata di masa pandemi, DigiTiket akan bawa kamu menelusuri tempat-tempat menarik penuh cerita lewat wisata virtual indonesia virtual tour indonesia https://digitiket.com.
    virtual tour indonesia

    virtual tour indonesia

    wisata virtual indonesia

    virtual tour negeri diatas awan

    Jasa Buat website semarang

    Jasa Buat website

    BalasHapus
  4. Ayo Cobain Sensasi Bermain Promo Freechip Tanpa Deposit... Join Disini Sekarang Kumpulan Berbagai Macam Permainan Taruhan Online Terbaik, Kunjungi Website Kami Di Klik Disini dan Dapatkan Bonus Terbaru 8X 9X 10X win klik disini untuk mendapatkan akun Sabung Ayam anda dan Bonus Berlimpah.

    BalasHapus