Optimization of Heritage Tourism Village Marketing Through the Pentahelix Model (Case Study of Terban Village)
Abstract
This research aims to analyze the marketing strategy of Terban Tourism Village in Kudus Regency using the Pentahelix model approach. The research employs a descriptive qualitative method with data collection techniques including documentation, in-depth interviews, surveys, and observations. Data analysis uses the Miles et al. model, comprising data condensation, data presentation, and conclusion drawing. The results show that Terban Tourism Village has potential as a heritage tourism destination with advantages in the Patiayam Archaeological Site, Grenjengan Waterfall, and Japanese Cave, but collaboration among Pentahelix stakeholders is not yet optimal. Analysis of the tourism marketing mix identifies strengths in unique tourist attractions and multi-channel marketing strategies, while weaknesses are found in amenities, heritage value interpretation, and minimal academic involvement. SWOT analysis places Terban Tourism Village in Quadrant I (X=0.89; Y=1.02), indicating a strategic position for implementing aggressive growth strategies. Key recommendations include developing integrated heritage tourism products, optimizing digital marketing, strengthening interpretation through collaboration with academics, revitalizing the Tourism Awareness Group (Pokdarwis), and establishing a Pentahelix coordination forum. Strategy implementation requires a clear role distribution among the five Pentahelix actors to realize Terban Tourism Village as a leading sustainable heritage tourism destination.
Downloads
References
Alamri, A. R., Nurwati, N., Aristy, Y., Purba, O. R., Frastika, D., & Fadri, Z. (2023). Sustainable Tourism Development In The Development Of Pontianak Equator Weaving Tourism Village. Alfuad: Jurnal Sosial Keagamaan, 7(2), 194. https://Doi.Org/10.31958/Jsk.V7i2.10899
Ardiwidjaja, R. (2020). PARIWISATA BUDAYA (1st Ed.). Uwais Inspirasi Indonesia.
Chamidah, N., Guntoro, B., & Sulastri, E. (2020). Marketing Communication And Synergy Of Pentahelix Strategy On Satisfaction And Sustainable Tourism. Journal Of Asian Finance, Economics And Business, 7(3), 177–190. https://Doi.Org/10.13106/JAFEB.2020.VOL7.NO3.177
Chamidah, N., Putra, A. H. P. K., Mansur, D. M., & Guntoro, B. (2021). Penta Helix Element Synergy As An Effort To Develop Tourism Villages In Indonesia. Jurnal Manajemen Bisnis, 8(1), 01–22. https://Doi.Org/10.33096/JMB.V8I1.625
Corbin, J., & Strauss, A. (2015). Basics Of Qualitative Research: Techniques And Procedures For Developing Grounded Theoryjuliet Corbin, Anselm Strauss - Google Buku (4th Ed.). SAGE Publications.
Daroini, F. (2023). Pengaruh Pemasaran Digital, Product Innovation, Kolaborasi Brand Dan Ulasan Pelanggan Online Terhadap Purchasing Decision Sepatu Aerostreet. Equilibrium Jurnal Ilmiah Ekonomi Manajemen Dan Akuntansi, 12(2), 174. https://Doi.Org/10.35906/Equili.V12i2.1534
Dinas Kebudayaan Dan Pariwisata Kabupaten Kudus. (2022). Desa Terban – Kudus Tourism Information Center. https://Disbudpar.Kuduskab.Go.Id/Kurmacenter/2022/12/05/Desa-Terban/
Kementerian Pariwisata Dan Ekonomi Kreatif. (2023). Laporan Kinerja Kementrian Pariwisata Dan Ekonomi Kreatif Tahun 2023 (Vol. 2, Issue 186).
Kotler, P., Kelller, L. K., & Chernev, A. (2022). Marketing Management. In Pearson (16th ed.). Pearson Education.
Kurniawan, K., Suganda, D., & Khadijah, U. L. S. (2023). Konstruksi Sketsa Wisata Heritage Dalam Menarik Minat Berkunjung Wisatawan (Studi Kasus Di Bandung Sketchwalk). Andharupa Jurnal Desain Komunikasi Visual & Multimedia, 9(02), 144–165. https://doi.org/10.33633/andharupa.v9i02.7270
Lim, W. M. (2024). What Is Qualitative Research? An Overview And Guidelines. Australasian Marketing Journal. https://Doi.Org/10.1177/14413582241264619
Lumanauw, N. (2022). Pelatihan Pengemasan Paket Wisata Dengan Memanfaatkan Potensi Wisata Di Desa Bongan, Tabanan, Bali. Bina Cipta, 1(1), 10–16. Https://Doi.Org/10.46837/Binacipta.V1i1.2
Miles, M. B., Huberman, A. M., & Saldana, J. (2020). Qualitative Data Analysis : A Methods Sourcebook 4th Ed (4th Ed.). SAGE Publications.
Muntiyas, H. A., Mafruhah, I., & Tantra, I. G. L. P. (2024). Analisis Stakeholder Dalam Pengembangan Desa Wisata Sangiran. WACANA EKONOMI (Jurnal Ekonomi, Bisnis Dan Akuntansi), 23(1), 1–12. https://Doi.Org/10.22225/WE.23.1.2024.1-12
Novitaningtyas, I., Achsa, A., & Rahardjo, B. (2020). Strategi Pemasaran Desa Brajan Menuju Desa Wisata Mandiri. Jurnal Aplikasi Bisnis Dan Manajemen. https://Doi.Org/10.17358/Jabm.6.3.591
Oka, I. M. D., & Subadra, I. N. (2024). Digital Marketing For Sustainable Tourism Village In Bali: A Mixed Methods Study. Journal Of Infrastructure, Policy And Development, 8(7), 3726. https://Doi.Org/10.24294/JIPD.V8I7.3726
Ramadhani, Suswanta, & Shaddiq, S. (2021). E-Marketing Of Village Tourism Development Strategy (Case Study In The Tourist Village Puncak Sosok). Journal Of Robotics And Control (JRC), 2(2), 72–77. https://Doi.Org/10.18196/Jrc.2255
Rangkuti, F. (2006). Analisis Swot Teknik Membedah Kasus Bisnis (4th ed.). Gramedia Pustaka Utama.
Rusmawan, T., Kurniasih, D., Saputra, A. S., & Indranika, D. B. (2023). Penta Helix Model In Local Tourism Development Through “Peken Banyumasan.” Journal Of Governance, 8(2). https://Doi.Org/10.31506/Jog.V8i2.18854
Setyowardhani, H., Susanti, H., & Riyanto, R. (2019). Optimalisasi Media Sosial Sebagai Alat Promosi Untuk Desa Wisata Lebakmuncang. Dinamisia Jurnal Pengabdian Kepada Masyarakat, 3. https://doi.org/10.31849/dinamisia.v3i2.2848
Sianturi, R. A., Turnip, J. T., Fabriyanti, E. F., & Lubis, D. (2021). Perancangan Pengujian Usability Pada Website Desa Wisata Di Kawasan Danau Toba. Journal of Applied Technology and Informatics Indonesia, 1(1). https://doi.org/10.54074/jati.v1i1.4
Suryaningsih, I. B., Sularso, A., & Handriana, T. (2020). Manajemen Pemasaran Pariwisata Dan Indikator Pengukuran (I. Fadah & K. S. W. Nugraha (Eds.); 1st Ed.).
Syahrial, M. (2022). Manajemen Pariwisata Halal Model Pentahelix Dalam Pengembangan Pariwisata Halal Di Sumatera Barat (T. Lestari (Ed.); 1st Ed.). Jakad Media Publishing.
Virginio Y. L Ndjurumbaha, Maria I. H.Tiwu, & Fransina W. Ballo. (2024). Peran Sektor Pariwisata Dalam Meningkatkan Pendapatan Asli Daerah Kabupaten Sumba Timur. Jurnal Manajemen Dan Ekonomi Kreatif, 2(3), 46–55. https://Doi.Org/10.59024/Jumek.V2i3.366
Copyright (c) 2025 Denada Grehastuti, Supriyono Supriyono, Sutono Sutono
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
