Advances in Social Science, Education and Humanities Research, volume 136 2nd International Conference on Social and Political Development (ICOSOP 2017) The Concept of Developing Local Wisdom-based Tourism Villages in Regency, , : Integrated Marketing Communication Perspective

1Nurul Chamidah, 2Khaerudin Imawan, 3Mudhofar 1Extension and Development Communication Program Universitas Gadjah Mada Yogyakarta, Indonesia 2Communication Department Universitas Swadaya Gunung Jati Cirebon Departement of Architecture 3Sekolah Tinggi Teknologi Cirebon, Jawa Barat Indonesia [email protected]

Abstract–The tourism in Indonesia has become a complex sector, and therefore, it needs a communication pattern to improve tourism attraction and all tourism stakeholders. At this time, the marketing communication concept has not only been applied to products and services but also begun to be developed and applied in various fields, and one of them is the tourism. One of the tourism communication forms or products is the establishment of a tourism village concept. Specifically, the concept of tourism village is an effort to develop and create the village community’s prosperity. This concept will gradually become a regional tourism flagship. This research is aimed at analyzing the activity of Integrated Marketing Communication, which is a specific integration of five marketing communication activities commonly used in the tourism villages to communicate their tourism attraction potentials to the consumers. This research uses the qualitative description technique to collect data in the form of a deep interview with the village administration and the chairperson of tourism business activity groups. The result of the research shows that IMC performed by tourism village administration has begun to be applied to planning, performing and evaluation. However, IMC has been done completely, but it is not maximal in the planning of IMC that does not focus and has no special integrated marketing communication evaluations. The IMC concept starts from planning, implementing, and evaluating. At the planning step, Cirebon tourism village needs targeting, positioning, aiming and budgeting. At the implementation step, the tourism village decides the communication program assimilation, chooses media, makes messages, and determines moments.

Keywords: Integrated marketing system, local wisdom, tourism village.

INTRODUCTION achieve the company’s goals mainly in the At this time, the tourism is a belle of our marketing field (Tjiptono, 2000:6). In the modern national development. This sector will become era, the marketing strategy of the company needs the biggest footstool of national foreign exchange the development beyond the qualified and contributor after oil and gas. Tourism is a service competitive products and services. It needs an industry handling and offering interesting things effective communication process to maintain like cultures, nature beauty, arts, new experience, harmonious relationships with the consumers. A and other services of transportation, housing, good product will not make consumers aware of food and beverages, and other related services. that product if the marketing communication is The tourism world as a complex product needs not effective nor efficient and this low awareness communication to communicate those interests of consumers will make the supplies offered by to all tourists and tourism stakeholders. At the the companies ineffective (Jatmiko, 2014:3). moment, the concept of marketing However, the marketing communication is then communication is not only applied to products needed as a tool to implement the effective and services but also in other fields where one of marketing strategy. them is tourism to communicate those interests Don Schultz, one of the IMC models, (Damanik:2013). explains that IMC is a process of managing all One of the ways to communicate tourism information sources of products or services to make it developed is an appropriate marketing intended to the consumers or prospective process. The marketing strategy is the entire step consumers affected by the consumer behavior and condition needed to be well prepared before aimed at increasing the sales and maintaining the the services are given to the consumers to loyalty of consumers (Anugrah, 2014:4). In

Copyright © 2018, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 314 Advances in Social Science, Education and Humanities Research, volume 136 contrast, Kotler (2008:120) explains that the has a strategic access located on the national activity of IMC is a specific integration of five roads connecting big cities like and communication activities mostly used by to other regions in Central and East Java. companies, which are advertising, personal Also, the opening of Cikampek-Palimanan (Cipali) selling, sales promotion, public relations, and toll roads and the development of an direct marketing. international airport of Bandara Internasional In the past two decades, the map of Jawa Barat (International Airport of West Java - international tourism market tends to shift into a BIJB) have become an opportunity to empower segment of the special tourism market. The the village-based community. Some villages characteristics of this special tourism lie in the having local wisdom and supported by Small and motivation of tourists to visit special tourism Medium-sized Entrepreneurship are Tegal Wangi spots and interact with various activities on the and Sitiwinangun Villages. Those two villages are spot they are visiting. This motivation includes independently supported by village governments the intentions of tourists to enrich their having a concept of tourism villages. The local knowledge, develop their self-capacity and government of Cirebon does not have an idea or a adventures, and learn the local cultures. 5-year action plan of tourism villages (Chamidah, One of the tourism sectors that grow so 2016). However, the efforts made by village fast is the community-Based Tourism. The governments and community models have development concept of tourism emphasizes the become a development concept of tourism involvement and roles of community in the villages as part of the community empowerment. development and implementation of tourism. Figure 1. The location of Cirebon in Java This is aimed at making planning, managing, and Island Jawa sharing profits enjoyed by the community. One of the community-based tourisms is the tourism village. According to Asyari (2012), “a tourism village is an independent village, and with its potentials, it can sell its tourism attractions without involving investors.” A tourism village offers the beauty of nature with its traditional culture managed by the community itself as the attracting factor. The development of tourism village gives the community that opportunity. The benefits can be finance, knowledge, etc. this happens since the tourism village gives its community an opportunity to directly contribute to the economic activities and ideas. A village that has become a tourism village will improve the interactions of the community and new people Source: Google Map leading to the knowledge exchange. A tourism village needs a huge of Figure 2. The strategic location of tourism supports in the form of facilities and villages in Cirebon referring to Cipali Toll roads, infrastructures that have a sense of art. The the main national road, and international airport architectural review is needed to give a cultural touch so that the tourism village will be more aesthetics. According to Hutama (Isnaini: 2017), the architectural communication review is an art, method, or skill to convey and receive architectural information so that the communication targets could understand that message. The architectural technique emphasizes on the understanding of communication objects, which are room and architecture, goals and roles of good communication as the cultural functions. Source: Google map One of the regions that have many potentials of cultural and historical heritages is A tourism village or specifically a village Cirebon in the Province of West Java. This area expecting to be a tourism village does not have a

315 Advances in Social Science, Education and Humanities Research, volume 136 big map or action plan as a tourism village. In this the community, and for the community.” This stage, the community only has an idea and concept makes the local community aware of sporadic efforts to make a tourism village without their potentials so that they have a sense of knowing the concept or staged to make it a belonging to various natural resources and tourism village. The bottom-up development cultures as the assets of tourism development concept where the initiatives and movements of (Demartoto. 2009: 20-21). the community as the related parties is the main The threats that the community faces are factor leading to the successful of its plan. that they do not know how to manage and market Seeing the opportunities and threats as their tourism villages. This refers to an the tourism villages in Cirebon, the integrated unavailability of human resources having marketing communication is needed including the relevant knowledge and skills to manage the planning, developing, and evaluating stages. tourism villages. Therefore, this research tries to Furthermore, this research applies the concept of develop those local wisdom-based tourism architectural touch on the local wisdom-based villages using the integrated marketing facilities to support the development of tourism communication process. It is expected that the villages. management of tourism villages can market their villages according to the appropriate product METHODOLOGY knowledge and crafts to users and therefore, this The approach conducted in this research will lead to the prosperity of their people. in the rationalistic approach. Data are collected through observations, interviews, and literature Table1. The development analysis of Tourism study. The research objects are three villages in Villages in Cirebon , West Java, which are N Aspect Sitiwina Galmant Ciwarin Sitiwinangun Village of Jamblang District, Tegal o ngun ro gin Wangi Village of Plered District, and Ciwaringin 1. Forms of Earthen Rattan Written Village of Ciwaringin District. The interviews are local ware crafts batik conducted to the head of tourism awareness wisdom crafts, crafts groups as well as the head of villages. Also, the and history using observations are intensively conducted in all attractio and natural aspects of facilities and infrastructures of tourism ns religious colorant villages supported by existing documents. The s analytical technique that will be used to reach the 2. Supports Fully Fully Not facilities and infrastructures is using the from supporte supporte maximu analytical method of qualitative descriptive. Village d d m Governm RESULT AND DISCUSSION ents A.The potential analysis of local wisdom-based 3. Supporti Showroo Archway Archwa tourism villages in Cirebon ng m s in ys in Tourism villages mainly the areas having Facilities Training villages villages local wisdom will attract more tourists. This Centre Showroo Showro refers to tourists who emphasize the educational ms oms tourism that can improve their knowledge when 4. Develop Not Not Not visiting the tourism villages. Cirebon Regency has ment available available availabl at least three tourism villages with their plan of e competitive products. Those three villages are tourism Sitiwinangun Village of Jamblang District with its villages competitive products of earthenware, Ciwaringin 5. Roles of Supports Supports Support Village of Ciwaringin District with its competitive Private from from the s from products of written batik, and Tegal Wangi Business Associati CSR of Village of Plered District with its competitive Forum of on of Indoce products of rattan-based crafts. Cirebon Rattan ment Those three villages have one of the Business Cirebon characteristics of community-based tourism men where the idea comes from the community. The 6. Marketin Village Village Village community-based tourism emphasizes the g of Website Website Website tourism development of “from the community, by Villages’ and and and

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potential joining joining joining and batik making statue is the symbol of s the the the Ciwaringin Village. Also, the design of exhibitio exhibitio exhibiti tetengger can be used as the welcome ns ns ons archways, showroom, and restaurants. These 7. Human Having Not Not landmarks can be the locations of self-taken resource the available availabl photographs of visitors. s/ manage e 2. Facilities and infrastructures of village knowled ment of regions as the activities that can fulfill the ge and tourism visitors’ activities can be well accomplished. skills awarene One of the workshops, which are close to the ss group similar handcrafters, is prepared for visitors. Source: The analysis result and field observation Therefore, a special room is needed to enable in 2007 a direct learning process. The design of training center marks the characteristics of The table above shows that there are those regions like the use of existing opportunities and challenges for the handicraft ornaments. development of tourism villages in Cirebon. The 3. Zoning of each function will then support community awareness can make the tourism each other. It will also identify different sector a way to empower themselves through functions. their ideas. This shows the process 4. The circulation related to the groove towards characteristics of bottom-up development. the function of tourism village and reaching Therefore, the idea and implementation of the locations from the city center will tourism villages will be part of the community, determine the way to the tourism spots and they will maintain those villages since they including the parking areas and pedestrian have development values. In making tourism ways. villages, a huge amount of costs is needed to fulfill 5. The locations of restaurants selling the facilities and infrastructures of their areas. traditional food, comfortable showrooms, However, after two years since their launches, the clean rest rooms, and rest areas for visitors tourism villages develop so significantly. The are important. Village Government and local models have taken their active roles marked the collaboration with The non-spatial concepts are: stakeholders to develop their villages. 1. Strengthening the regulations or The challenges that the villages have are government’s policies regulating the that they do not have the development plans of development process tourism villages. Their work patterns are not well 2. Making the group of tourism awareness that organized but more spontaneous. This makes the has skills and knowledge to manage the development of tourism villages runs slowly, and tourism villages the development is not well organized. Therefore, 3. Giving an understanding to the community the appropriate guidance of stakeholders like the concerning the tourism village programs community, governments, private parties, and 4. Needing the participations of the community scholars is necessary. As a result, the work steps in all decisions and work programs to make the tourism villages can happen. 5. Keeping the local wisdom possessed by the villages The concept of tourism village development is divided into two parts, which are The development concept of tourism villages in the spatial and non-spatial concepts. Integrated Marketing Communication (IMC) The spatial concept can be: The marketing concept of local wisdom- 1. Landmark or tetengger as the special based tourism villages in Cirebon needs several characteristics can sell or as an identity stages, which are planning, implementing, and including the products of local genius. The evaluating. oriented architectural concept will help create local wisdom based on the B.Planning Stage architectural form and rooms. For example, a The tourism villages plan some activities that will huge earthenware jug marks Sitiwinangun be implemented in the next 1 year and adjust Village, rattan handicrafts and huge rattan them to the existing budget. After planning, the chair are the identity of Tegal Wangi Village, next step is to determine the marketing

317 Advances in Social Science, Education and Humanities Research, volume 136 communication strategy that is effective to achieve a satisfactory exchange relationship. achieve that goal. However, local government has not managed the marketing communication strategy of tourism C.Implementation Stage villages in Cirebon. Therefore, only each village 1. Identifying the audience of tourism government conducts all activities of marketing villages that include segmentation of communication of tourism villages. students, hotel visitors, and companies’ Kotler (2008:120) explains that an IMC employees activity is a specific combination of five activities 2. Selecting messages, finding creative team of marketing communication mostly used by members to design brochure, leaflets, and companies, which are advertising, personal booklets Selling, sales promotion, public relations, and 3. Selecting media, printing media, direct marketing. This concept will be developed electronic media, and online media in to promote the tourism villages. making the marketing communication strategy to increase the visits of tourists 1. Advertising in the tourism villages The first mixed marketing communication 4. Using social media like Facebook, twitter, was advertising. Advertising is a marketing and Instagram to be accessed by netizens communication activity using mass media to so that they can get information that achieve the process of message conveying. attracts them to know more about the Advertising works as the communication products of tourism villages tool to the public. Good advertising must be able 5. Designing the production costs and the to invite or influence the emotion of readers. The budget of marketing communication is information put on the advertisements must always essential for the marketers before consist of interesting information. making a decision. If the cost is too low, The existence of earthenware products the sales volume will not be achieved. originating from Sitiwinangun Village, written Otherwise, if the cost is too high, the batik of Ciwaringin Village, and rattan-based marketing process will not be efficient handicrafts of Galmantro Village should be and reduce the profits promoted as the handicraft products inherited 6. Collecting feedback: the high value of local wisdom. In contrast, those a. Doing a market analysis activity, three villages will not be recognized as the knowing the satisfaction level of tourism villages if they only give labels to those tourists by giving them villages without promoting them. A process of questionnaires communication in the form of advertising is b. Having interactive dialogues on radio essential. The communication through and television advertising informs the products aimed at c. Meeting with related tourism parties persuading the community of either local or or institutions international tourists and makes them interested in the local products. The communication D.Evaluation Stage messages are designed and made as interesting An evaluation is conducted in December as possible according to their segments, targets, to make sure cultural and tourism work and identities of products, which are later successfully. In the evaluation, all members published through media according to their express their conducted promotion activities. A targets and strategies. minute of meeting and publication, as well as the meeting outcome, are essential as the suggestion 2. Personal Selling for future improvement. Personal selling is an oral promotion tool The marketing communication is a offered to one or more prospective customers production process and information or message aimed at making the purchase transactions conveying through one or more channels to the happen and it benefits both parties by using target public. It is conducted sustainably and in human as the promotion tool. two ways aimed at supporting the marketing The main purpose of personal selling is to effectivity of a product. The marketing make direct marketing communication with communication can help make the prospective stakeholders or consumers as the parties having customers and sellers meet in a more effective potentials to buy the community’s handicrafts exchange relationship and enable all parties to and visit the villages for tourism. Personal Selling

318 Advances in Social Science, Education and Humanities Research, volume 136 is conducted actively by the management, local other competitions. The time and process to people, handcrafters, local officials or other perform all of these depend on the needs and parties having authorities to conduct personal conditions of the products. selling. They must actively make market offers and follow up prospective customers so that they Table 2 agree to buy local handicraft products and enjoy Analysis of integrated marketing communication various tourism spots of a village. for the tourism villages in Cirebon Regency

3. Sales Promotion No IMC Aspects Analysis Sales promotion is a direct guidance 1. Advertising - Arranging the where the value shift of a product on the sales advertising materials of power happens. Sales promotion can be tourism villages put on conducted by giving some purchase coupons, mass media samples, and other related activities. - Making integrated The other activities include making some advertising of tourism marketing communication through special offers villages by having as part of the promotion that is part of the village-based websites identity of handicraft products sold at a very in the affordable price of qualified products or offering - Putting some the tourism services at a promotional price. The advertisements on local sales promotion can utilize social media to media like local promote the most inventive of products of the newspapers and TV community and offer packages to visit the stations tourism villages. This kind of packages should be - Involving the national- directly promoted on social media to make it based media to promote viral. the cultural tourisms - Optimizing the use of 4. Public Relation social media like Publications are related to the images of a facebook, Instagram, company. In delivering information through and twitter publications, consumers will recognize the facts 2. Personal - Joining some of the product existences and the information is Selling exhibitions considered having an objective truth. - Opening outlets in the Publications can raise awareness and encourage crowd centers, i.e., car consumers to try a product or service (Kennedy, free day 2006:21-22). 3. Sales - Making the tourism Making good relations with all parties Promotion packages in inside the villages or outside ones like the collaboration with the community groups, art, and cultural activists, and travel agents village models have a good impact on the public. - Making some offers to Also, making some communication though media partners of travel by using a direct communication approach is agents essential. After holding some events like - Giving direct offers to ceremonies and traditional and art programs have partnerships with held in a tourism village, it is necessary to have the Education Agency or press conferences. educational institutions to make tourism village 5. Direct Marketing visits part of their Direct marketing is an activity held in tourism visits specific places aimed at seeing the consumers by 4. Public - Working together with making some activities liked and needed by them. Relation related tourism villages Through this kind of activity, the products can - Working together with inform their existence to the customers. For hotels and malls example, making national or international-based 5. Direct - Making some festival events will attract visitors. The activities include Marketing events the music performances in a building or field or

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Demartoto, Argyo. 2009. Pembangunan CONCLUSION Pariwisata Berbasis Masyarakat. Surakarta: The research outcome shows that a local Sebelas Maret University Press wisdom-based tourism village has the followings: Isnaeni, Santi. 2017. Konflik dan Negoisasi di 1. A tourism village needs to analysis the Dalam Perspektif: Arsitektur, Teknologi dan potentials and challenges they have by using Komunikasi. Prosiding Internasional the SWOT analysis. Three potential villages Komunikasi, Religi dan Budaya. APIK-PTM. as local wisdom-based tourism villages in Ponorogo 303-321 Cirebon are the process of bottom-up Jatmiko. 2014. Komunikasi Pemasaran Sebagai development, and they need the guidance of Strategi Memperluas Pasar: April, 29. stakeholders to be developed tourism Diperoleh dari villages. The main things that need to be www.esaunggul.ac.id/artcel/komunikasi taken into account are the empowerment of pemasaran sebagai strategi memperluas human resources to manage the tourism pasar. villages and policy making to develop them. Kotler, Philips. 2008. Prinsip-Prinsip Pemasaran 2. In the integrated communication marketing, Edisi Keduabelas. Jakarta Erlangga. to market a local wisdom-based tourism Kennedy. Jhon EE & R. Dermawan Soemagara village, it needs three stages that are (2006). Marketing Communication. Jakarta: planning, implementing, and evaluating. PT Bhuana Ilmu Populer Specifically, the concept of tourism village Purwanto, Iwan.2008. Manajemen Strategi. development can be made through Bandung. Yrama Widya. advertisings, personal selling, sales promotion, public relation, and direct marketing. 3. The development of tourism villages should be supported by infrastructures that have special characteristics and perform the special cultures of those villages as part of the development. These will be the characteristics of that cultural work.

ACKNOWLEDGMENTS Acknowledgements are delivered to all lecturers joining the research institute of Open Mind Institute who always train their critical thinking in making some work.

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