PENGEMBANGAN MOTIF BATIK UNTUK MENINGKATKAN AWARENESS WISATAWAN PADA TANJUNG LESUNG

Main Article Content

Chairy Chairy
Hetty Karunia Tunjungsari
Franky Selamat
Septihani Michella Wijaya
Velen Velen

Abstract

Kawasan Tanjung Lesung sebagai salah satu destinasi yang menjadi prioritas pengembangan pariwisata Indonesia, saat ini Kawasan Tanjung Lesung mulai menjalankan berbagai strategi untuk meningkatkan jumlah kunjungan wisatawan untuk dapat pulih kembali. Studi pendahuluan di tahun 2021 diketahui bahwa tingkat awareness wisatawan domestik akan Kawasan Tanjung Lesung relative masih rendah. Penelitian ini bertujuan untuk menciptakan suatu produk yang mampu membantu meningkatkan awareness wisatawan. Sebagai upaya untuk meningkatkan awareness wisatawan maka dalam penelitian ini dikembangkan motif batik sebagai produk khas daerah yang memiliki keunikan budaya, mengandung unsur sejarah serta merupakan warisan budaya Indonesia. Pengembangan motif batik dilakukan dengan mengumpulkan data baik melalui survey maupun in-depth interview dengan beberapa narasumber terkait seperti masyarakat lokal, ahli budaya, wisatawan, serta pengusaha. Dari hasil penelitian ditemukan bahwa motif yang mewakili daerah Tanjung Lesung salah satunya adalah badak bercula satu. Motif ini sudah banyak juga digunakan oleh produsen-produsen batik di daerah Tanjung Lesung. Berdasarkan hasil survey diperoleh kesimpulan bahwa motif yang dapat dikembangkan salah satunya adalah motif yang menonjolkan ciri khas daerah serta tren yang sedang berkembang saat ini. Karena penelitian ini dilakukan pada masa industri pariwisata tengah berusaha bangkit kembali dari pandemi COVID-19 maka dibuatlah desain yang mengkombinasikan badak bercula satu dengan motif bentuk virus COVID-19. Hasil penelitian ini memperluas pengetahuan dalam bidang ilmu pemasaran, khususnya dalam topik pemasaran destinasi dan peran budaya dalam membentuk awareness wisatawan. Penelitian ini juga berkontribusi dalam pengembangan produk yang mampu  membantu meningkatkan awareness sebuah destinasi wisata, dalam hal ini melalui penggunaan motif batik khas yang mencirikan destinasi tersebut.


 


The Tanjung Lesung area is a destination that is a priority for Indonesia's tourism development. Currently, the Tanjung Lesung area is starting to implement various strategies to increase the number of tourist visits to recover. Preliminary studies in 2021 note that the level of awareness of domestic tourists about the Tanjung Lesung area is still relatively low. This research aims to create a product that can help increase tourist awareness. To raise tourist awareness, this study developed batik motifs as a regionally unique product with cultural uniqueness, historical elements, and Indonesian cultural heritage. The development of batik motifs is carried out by collecting data through surveys and in-depth interviews. The study shows that batik motif that represents Tanjung Lesung is the one-horned rhinoceros. Based on the survey results, it was concluded that one of the motifs that can be developed is a motif that features regional characteristics and trends. Because this research was conducted when the tourism industry was trying to revive from the COVID-19 pandemic, a design which combine the one-horned rhinoceros with the motif of the COVID-19 virus shape was created. The results of this study expand knowledge in the field of marketing science, especially on the topic of destination marketing and the role of culture in shaping tourist awareness. This research also contributes to developing products that can help increase awareness of a tourist destination, in this case, through the use of distinctive batik motifs that represents the destination.

Article Details

Section
Articles
Author Biographies

Chairy Chairy, Universitas Presiden

Program Studi Manajemen Bisnis

Hetty Karunia Tunjungsari, Universitas Tarumanagara

 

Franky Selamat, Universitas Tarumanagara

Program Studi Manajemen Bisnis

Septihani Michella Wijaya, Universitas Tarumanagara

Program Studi Manajemen Bisnis

Velen Velen, Universitas Tarumanagara

Program Studi Desain Komunikasi Visual

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