STORYTELLING DAN STRATEGI PEMASARAN EKOWISATA: SEBUAH KAJIAN PUSTAKA

Verza Aldirindra Nugraha, Enok Maryani, Bagja Waluya

Abstract


Abstrak

Industri ekowisata telah berkembang pesat dalam beberapa tahun terakhir, dengan wisatawan yang semakin menginginkan pengalaman berwisata yang unik, otentik, dan berkelanjutan. Menurut data dari World Tourism Organization (UNWTO), sektor ekowisata tumbuh sekitar 20% per tahun, lebih cepat dibandingkan pariwisata secara keseluruhan. Selain itu perkembangan teknologi dan media social menjadi salah satu tantangan bagi operator ekowisata untuk mencari strategi pemasaran yang efektif dan inovatif. Salah satu pendekatan yang semakin mendapat perhatian adalah Storytelling, atau teknik bercerita. Artikel ini bertujuan untuk menganalisis peran storytelling sebagai salah satu metode dalam pemasaran ekowisata. Melalui metode tinjauan pustaka, diperoleh temuan bahwa konsep Storytelling dapat meningkatkan pengalaman wisatawan, kepuasan terhadap produk, layanan ekowisata, kesadaran terhadap konservasi lingkungan, pelestarian budaya lokal, dan keterlibatan masyarakat setempat. Beberapa faktor storytelling yang paling berdampak dalam pemasaran ekowisata ialah memorable experience, autentitas cerita, dan penggunaan teknologi (media sosial). Faktor-faktor ini dapat membangun hubungan emosional yang kuat antara calon wisatawan dengan destinasi tersebut.

Kata kunci:Storytelling, pemasaran, ekowisata, autentisitas, pengalaman wisatawan, pariwisata berkelanjutan.


Abstract

The ecotourism industry has rapidly developed in recent years, with travelers increasingly seeking unique, authentic, and sustainable travel experiences. According to data from the World Tourism Organization (UNWTO), the ecotourism sector is growing at around 20% per year, faster than tourism as a whole. Additionally, the development of technology and social media poses a challenge for ecotourism operators to find effective and innovative marketing strategies. One approach that is gaining attention is storytelling, or the art of narrative. This article aims to analyze the role of storytelling as a method in ecotourism marketing. Through a literature review method, findings indicate that the concept of storytelling can enhance tourist experiences, satisfaction with ecotourism products and services, awareness of environmental conservation, preservation of local culture, and engagement of local communities. Some of the most impactful storytelling factors in ecotourism marketing are memorable experiences, story authenticity, and the use of technology (social media). These factors can build a strong emotional connection between potential tourists and the destination.


Keywords: storytelling, marketing, ecotourism, authenticity, tourist experience, sustainable tourism


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DOI: https://doi.org/10.17509/jtee.v13i2.77808

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