Model Pengelolaan Konten Website Pariwisata DIY Berbasis Konsepsi Customer Driven Marketing

NOVIE ISNAWATI, Prof. Ir. Achmad Djunaedi, MUP.,Ph.D;Ir. Hernowo Muliawan, M.Sc.

2016 | Tesis | S2 Teknik Arsitektur

Model Pengelolaan Konten Website Pariwisata DIY Berbasis Konsepsi Customer Driven Marketing Konten website pariwisata DIY dipandang masih belum maksimal dalam hal keberlanjutan website dan fungsinya sebagai media pemasaran karena pengelolaan konten website pariwisata belum optimal. Penelitian ini bertujuan untuk membangun model pengelolaan konten website yang sistem pelayanannya berorientasi kepada klien (wisatawan). Pembuatan model pengelolaan ini mengunakan tujuh tahap Soft System Methoddology yang diajukan oleh Checkland. Penelitian ini menggunakan metode observasi dan wawancara untuk membangun model konseptual pengelolaan konten website pariwisata DIY berbasis konsepsi Customer Driven Marketing. Model kemudian diujikan dalam Focus Group Discussion (FGD) yang dihadiri oleh perwakilan dari Dinas Pariwisata DIY, praktisi promosi pariwisata, dan wisatawan. FGD dilaksanakan sebanyak dua kali untuk memberi masukan mengenai model yang dibangun. Pembuatan model diawali dengan melakukan kajian banding terhadap website resmi pariwisata Singapura (www.yoursingapore.com) dan website resmi pariwisata Australia (www.australia.com) untuk mengetahui seperti apa model desain website pariwisata berbasis konsepsi Customer Driven Marketing. Selanjutnya, kondisi eksisting desain dan kualitas konten website resmi pariwisata DIY diobservasi. Data mengenai pengelolaan konten website eksisting digali melalui wawancara. Hasil analisis dari observasi dan wawancara serta teori Customer Driven Marketing dari Kotler dan Armstrong digunakan untuk membuat model pengelolaan konten website pariwisata. Hasil dari penelitian yang telah diuji dalam FGD ini adalah model pengelolaan konten website pariwisata DIY berbasis konsepsi Customer Driven Marketing. Perspektif wisatawan diutamakan dalam pembuatan dan pengembangan website untuk membuat wisatawan yang berkunjung di website puas dengan pelayanan informasi yang diberikan. Model ini menawarkan alternatif pengelolaan konten website pariwisata sebagai upaya untuk meningkatkan kualitas manajemen pelayanan informasi kepada wisatawan melalui website. Aplikasi model pengelolaan konten website ini memerlukan dukungan dari faktor manajemen pelayanan lain untuk memperoleh hasil yang terbaik.

Special Region of Yogyakarta Tourism Website Content Management Model Based on Customer Driven Marketing Concept The content in Special Region of Yogyakarta tourism website is considered to be ineffecitively employed in the context of its sustainability and function as a marketing medium since the content management of the tourism website is not optimal yet. The aim of this study is to develop tourism website content management model which service management is client (tourist) oriented. The building of this management model used seven steps of Soft System Methodology proposed by Checkland. This study used observation and interview methods to build conceptual model of tourism website content management using Customer Driven Marketing concept. Afterwards, the model was tested in Focus Group Discussion attended by the representatives of Special Region of Yogyakarta Tourism Department, tourism promotion practitioner, and tourist. The FGD was held twice to give recommendation on the proposed model. The model building started by doing benchmarking to the official tourism website of Singapore (www.yoursingapore.com) and the official tourism website of Australia (www.australia.com) to analyze how the design model of website that applies Customer Driven Marketing concept is. Furthermore, the existing condition of website design and quality of its content was analyzed. The data on the existing website content management was explored through interview. The analysis results from the observation and interview along with the Customer Driven Marketing concept proposed by Kotler and Armstrong were used to create the tourism website content management model. The result of this research which was tested in FGD is a model for Special Region of Yogyakarta tourism website content management based on Customer Driven Marketing concept. Tourist’s perspective is prioritized in the design and the development of the website to make the tourist visiting the website satisfied with the information service given. This model offers an alternative for website content management in order to improve the quality of information service management for tourist via website. The website content management application requires supports from the other factors of service management to achieve the best results

Kata Kunci : Model, Pengelolaan, Konten, Website, Pemasaran/Model, Management, Content, Website, Marketing