Penurunan Tingkat Hunian Homestay di Kawasan Wisata Desa Penyangga Taman Nasional Bromo Tengger Semeru dan Penerimaan Masyarakat Terhadap Kegiatan Pemasaran Bersama: Pendekatan Sosial Praktek Teori

Mangku Purnomo
  Habitat,,  pp.11-24  

Abstract


Pariwisata merupakan sektor ekonomi bermultiple efek tinggi, waktu pengembangan relatif pendek dan tidak membutuhkan investasi yang relatif tinggi sehingga menjadi prioritas pembangunan disemua negara. Namun demikian, peningkatan jumlah wisatawan tidak selalu berkorelasi dengan peningkatan kegiatan perekonomian lokal. Mengambil kasus pengelolaan homestay lokal di desa penyangga Taman Nasional Bromo Tengger Semeru, dengan pendekatan sosial praktik teori, riset ini menjelaskan kenapa para pelaku ekonomi lokal terutama pemilik homestay tidak mampu mengambil keuntungan di tengah pertumbuhan industry tourism yang akhir-akhir ini berkembang. Dari tiga dimensi teoritik dari sosial praktek teori yakni infrastruktur material untuk memilih, pemaknaan terhadap homestay, dan kemampuan untuk memilih seluruhnya kurang mendukung wisatawan untuk menginap di homestay. Infrastruktur material berupa fasilitas, pelayanan, hingga kenyamanan kamar dipersepsikan negative oleh para wisatawan. Sebagian besar wisatawan memaknai menginap di homestay hanyalah sekedar transit agar lebih dekat dengan object wisata saja. Sementara pada dimensi, “performance” rendahnya informasi tentang homestay yang kurang “well informed” menyebabkan pertimbangan pelanggan dalam mengambil keputusan kurang akurat. Sementara itu, analisis terhadap penerimaan konsep pemasaran bersama meperlihatkan kecenderungan cukup baik dimana pemilik homestay mampu menetapkan berapa fee untuk pengelola, siapa yang mereka percaya untuk mengelola, dimana lokasi kantor pengelola juga penurunan harga yang ditawarkan dari harga saat ini. Oleh karena itu disarankan untuk melakukan perbaikan pada infrastuktur material, mengubah makna homestay dari transit menjadi tinggal dengan menambah object wisata berbasis seni dan budaya, serta memberikan informasi yang cukup kepada wisatawan sehingga dimensi “performance” mereka dalam mengambil keputusan untuk menginap di homestay menjadi lebih baik. Sementara itu, penerimaan para pemilik homestay atas konsep pemasaran bersama perlu dikembangkan lebih lanjut menjadi konsep yang lebih operatif.

Keywords


pariwisata; kemandekan; ekonomi local; homestay; sosial pratek teori; pemasaran bersama

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