Peran dan Kolaborasi Pemangku Kepentingan dalam Proses Komunikasi Pemasaran di Pantai Goa Cemara

Oktaviana Listyawati, Yulia Arisnani Widyaningsih, M.B.A., Ph.D. ; Dr. techn. Khabib Mustofa, S.Si., M.Kom.

2026 | Tesis | S2 Magister Kajian Pariwisata

Destinasi wisata dengan jumlah kunjungan wisatawan yang rendah dapat disebabkan oleh berbagai faktor, seperti atraksi, aksesibilitas, fasilitas, pelayanan, dan pemasaran yang belum optimal. Pemasaran memerlukan komunikasi pemasaran yang melibatkan pengelola dan pemangku kepentingan untuk mencapai tujuan pemasaran. Kondisi tersebut ditemukan di Pantai Goa Cemara yang memiliki atraksi, aksesibilitas, fasilitas, dan pelayanan yang optimal, namun komunikasi pemasarannya belum optimal. Penelitian ini mengkaji peran dan kolaborasi pemangku kepentingan dalam proses dan kriteria optimalisasi dalam komunikasi pemasaran di Pantai Goa Cemara. Data dikumpulkan melalui wawancara, observasi, studi pustaka, dan dokumen, kemudian dianalisis melalui pengumpulan, reduksi, penyajian, serta verifikasi dan penarikan kesimpulan, yang dilengkapi dengan teknik analisis tematik dan teknik analisis konten secara komplementer.

Hasil penelitian menunjukkan bahwa pemangku kepentingan seperti pemerintah, komunitas, dan media berperan dalam proses komunikasi pemasaran. Namun, pelaksanaan tersebut belum sepenuhnya optimal berdasarkan kriteria Top-down Communications Optimization Model. Ditinjau dari kriteria tersebut, commonality menunjukkan bahwa penggunaan media belum terigentrasi. Lebih lanjut, coverage menunjukkan bahwa segmentasi wisatawan masih bersifat umum, sedangkan complementarity menunjukkan bahwa koordinasi dan pengelolaan masih berjalan secara parsial. Sementara itu, conformability menunjukkan bahwa feedback wisatawan belum dimanfaatkan sebagai bahan evaluasi.

Kemudian, pemangku kepentingan seperti pemerintah, komunitas, akademisi, pelaku usaha, dan media telah berkolaborasi dalam proses komunikasi pemasaran yang disesuaikan dengan kolaborasi masing-masing melalui tahapan assembling, ordering, implementation, evaluation, dan transformation. Namun pelaksanaannya belum sepenuhnya optimal berdasarkan kriteria Top down Communications Optimization Model. Lebih lanjut, pada tahap assembling, kriteria commonality dan complementarity belum terbentuk arah komunikasi pemasaran yang sama. Pada tahap ordering, kriteria commonality dan contribution belum terbentuk kesepakatan dan penyelarasan kontribusi. Pada tahap implementation, kriteria commonality dan cross effects masih berjalan parsial, dan strategi bersama belum terintegrasi. Pada tahap evaluation, kriteria contribution dan conformability masih menggunakan indikator berbeda. Pada tahap transformation, kriteria commonality dan conformability masih bergantung pada setiap dinamika kolaborasi. 

Tourist destinations with low visitor numbers may be influenced by various factors, such as attractions, accessibility, facilities, services, and suboptimal marketing. Marketing requires marketing communication involving destination managers and stakeholders to achieve marketing objectives. This condition is found at Goa Cemara Beach, which has optimal attractions, accessibility, facilities, and services; however, its marketing communication remains suboptimal. This study examines the roles and collaboration of stakeholders in the processes and optimization criteria of marketing communication at Goa Cemara Beach. Data were collected through interviews, observations, literature reviews, and document analysis, and were subsequently analyzed through data collection, data reduction, data presentation, verification, and conclusion drawing, complemented by thematic analysis and content analysis techniques.

The results show that stakeholders, such as the government, community, and media, play roles in the marketing communication process. However, its implementation has not been fully optimal based on the criteria of the Top-down Communications Optimization Model. Based on these criteria, commonality indicates that media use has not yet been integrated. Furthermore, coverage indicates that tourist segmentation remains general, while complementarity indicates that coordination and management are still conducted partially. Meanwhile, conformability indicates that tourist feedback has not yet been utilized as an evaluation input.

Furthermore, stakeholders, including the government, community, academics, business actors, and media, have collaborated in the marketing communication process, with their collaboration adapted to their respective roles through the stages of assembling, ordering, implementation, evaluation, and transformation. However, its implementation has not been fully optimal based on the criteria of the Top-down Communications Optimization Model. Furthermore, at the assembling stage, the commonality and complementarity criteria have not established a common direction for marketing communication. At the ordering stage, the commonality and contribution criteria have not established agreement and alignment of contributions. At the implementation stage, the commonality and cross-effects criteria remain partial, and the joint strategy has not been integrated. At the evaluation stage, the contribution and conformability criteria still use different indicators. At the transformation stage, the commonality and conformability criteria still depend on the dynamics of each collaboration.

Kata Kunci : peran, kolaborasi, pemangku kepentingan, komunikasi pemasaran, optimalisasi komunikasi pemasaran