Kristiani, Nuning (2020) Entrepreneurial Marketing sebagai Salah Satu Solusi Pengembangan Desa Wisata di Yogyakarta. Equilibrium Jurnal Bisnis & Akuntansi, 7 (2). pp. 18-30. ISSN 1978-1180
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Abstract
Tourist villages are small and medium enterprises that are driven by the community. In line with the tourism village development scheme by the Ministry of Tourism, entrepreneurial and marketing skills are needed in managing tourism villages in order to develop and have sustainability. Entrepreneurial marketing (EM) is present as one of the solutions for developing tourism villages in Yogyakarta that combines the conc epts of marketing and entrepreneurship. This study uses four dimensions presented by Mort et al (2012), namely: opportunity creation, customer intimacy, enhancement resources, and legitimacy. The tourism village development team initiated a scheme for deve loping cultural, natural and artificial tourism villages by preparing infrastructure and facilities (attractions, accessibility, and amenities), marketing activities (branding, advertising, and selling) and readiness of human resources. How to develop a to urist village that is in accordance with the EM dimension, namely: 1) Developing products through periodic innovation, 2) Creating customer intimacy by designing products that involve consumers and tourism commodities, 3) Pre - sales and post - sales marketing strategies for return visits, 4 ) Improvement of infrastructure and accessibility, 5) Improving the quality of management human resources, 6) Empowering communities in a community, 7) Designing branding and advertising in accordance with the target market .
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | e n t r e p r e n e u rial m a r k e tin g , villa g e t o u ris m , e n t r e p r e n e u r s hip o p p o r t u nit y c r e a tio n , customer intimacy, enhancement resource s, legitimacy |
| Subjects: | MANAJEMEN > Sumber Daya Manusia |
| Divisions: | Dosen STIE YKPN > Artikel > Jurnal |
| Depositing User: | Unnamed user with email webmaster@stieykpn.ac.id |
| Date Deposited: | 29 Mar 2023 07:27 |
| Last Modified: | 29 Mar 2023 07:27 |
| URI: | http://repositorybaru.stieykpn.ac.id/id/eprint/776 |
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