EFEKTIVITAS PENGEMBANGAN SEKTOR PARIWISATA JAWA TIMUR DENGAN PEDEKATAN HUMAN RESOURCES STRATEGY DAN MARKETING STRATEGY

Adya Hermawati, Choirul Anam, Suhermin Suhermin, Rahayu Puji Suci

Abstract


Abstrak

Penelitian ini, kompilasi secara holistik terintegrasi dari konsep teori human  resources  strategy dengan konsep teori marketing strategy, melalui implementasi konsep dan aplikasi pemasaran pariwisata yang bertanggungjawab pada UMKM sektor pariwisata Jawa Timur. Tujuan dari penelitian ini pada dasarnya menetapkan bagaimana mencapai peningkatan kinerja SDM UMKM di sektor pariwisata dan strategi pemasaran pariwisata yang efektif di Jawa Timur. Metode penelitian ini menggunakan metode analisis Importance Performance Analysis (IPA). Populasi penelitian ini adalah sektor pariwisata UMKM di Jawa Timur. Berdasarkan hasil penelitian menggunakan proses Importance Performance Analysis diketahui nilai harapan dan kenyataan yang diterima oleh karyawan dan wisatawan memiliki di kuadran 3 dan 4, sedangkan pada selisih terbesar antara harapan dan kenyataan yang diterima memiliki angka interval 0.2 sampai dengan 0.69 disetiap masing-masing variabel.

Kata Kunci: Importance Performance Analysis (IPA), Strategi Pengembangan, UMKM, Pariwisata Jawa Timur

Abstract

This research, compiles the concept of human resource strategy that is integrated with the concept of marketing strategy theory, through the application of marketing concepts and applications that are responsible for the UMKM tourism sector in East Java. The purpose of this study when preparing a plan for achieving the improvement of SDM UMKM in the tourism sector and effective marketing strategies in East Java. This research method uses the Importance Performance Analysis (IPA) analysis method. The population of this study is the MSME sector in East Java. Based on the results of the study using the Performance Analysis process The Importance of Expectations and expectations received by employees and tourists has quadrants 3 and 4, while in the largest difference between expectations and reality that obtains an interval of 0.2 to 0.69 in each of each variable.

Keywords: Importance Performance Analysis (IPA), Development Strategy, UMKM, East Java Tourism.


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DOI: http://dx.doi.org/10.35906/je001.v9i2.572