INTRODUCING A SERVICE-DOMINANT LOGIC PERSPECTIVE IN THE DEVELOPMENT OF TOURISM VILLAGE MARKETING THROUGH THE VALUE-BASED BANGUNKARYA DURIAN FESTIVAL
Marsianus Raga1, Sahala Martua Solin2(0000-0002-1003-6942), Cecep Tatang Wijaya3

Politeknik Pariwisata NHI Bandung

Abstract

This study aims to build a conceptual model of destination marketing for tourism villages to bridge the research gap on managing the quality of the durian festival event service landscape to enhance tourism village development. Data were found through interviews and documentation, from a population of destination develop-ment actors participating in event tourism based on applying marketing perspec-tives according to the Service-Dominant-Logic concept. The resource persons consisted of the Village Head, Pokdarwis, village community organizations, and visitors. Data were analyzed using an interactive model (Zeho et al., 2020) starting from data collection, condensation, display, and conclusion drawing. The findings show the significant impact of destination service landscape quality on the excel-lence of authentic value of local wisdom culture-based destinations. The research findings show that the tourism awareness group and the local community have implemented all eight aspects of the destination marketing perspective per the SDL concept. The management of Bangunkarya Tourism Village places customers as internal in the creation of cultural values and local wisdom. Evidence of cus-tomer involvement since the beginning of the establishment of the tourist village until the ongoing development through the provision of durian agro-tourism prod-ucts, homestay, durian trade rest area, and heritage durian forest, although it still requires knowledge of the concept of service landscape in theory. The originality of this research lies in the concept of service landscape quality.

Keywords: Keywords: Service-Dominant Logic, Character, Marketing, Service, Tourism

Topic: Marketing Management, Relationship Marketing, Service Marketing