DESTINATION MARKETING TRIANGLE (DMT) VALUE CO-CREATION; ENTITAS MEREK DESTINASI (STUDI KASUS: THE KALDERA)
Kata Kunci:
Destination Management, Competitive Advantage, Co-Creation Experience Design, Marketing Destination Performance, Service Dominant LogicAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh Co-Creation Experience Design dan Destination Management terhadap Marketing Destination Performance di destinasi wisata The Kaldera, serta mengevaluasi hubungan tersebut dalam kerangka Service Dominant Logic. Dengan menggunakan metode kuantitatif dan pendekatan Structural Equation Modeling (SEM) yang dianalisis melalui Smart PLS data primer dikumpulkan melalui kuesioner yang disebar kepada 195 pengunjung dengan teknik Stratified Random Sampling, serta wawancara dan observasi langsung. Hasilnya menunjukkan bahwa Co-Creation Experience Design dan Destination Management berpengaruh positif dan signifikan terhadap Competitive Advantage serta Marketing Destination Performance, ditemukan bahwa Competitive Advantage tidak berpengaruh signifikan terhadap Marketing Destination Performance mengindikasikan kurangnya keterlibatan aktif pengunjung, lemahnya promosi dari mulut ke mulut, dan kurangnya penerapan hasil evaluasi fasilitas. Rekomendasi yang diberikan The Kaldera disarankan untuk secara proaktif melibatkan wisatawan melalui program partisipatif dan mengadopsi pendekatan berbasis data untuk strategi pemasaran.
This research aims to analyze the influence of Co-Creation Experience Design and Destination Management on Marketing Destination Performance at The Kaldera tourist destination, as well as to evaluate this relationship within the Service Dominant Logic framework. Using a quantitative method and a Structural Equation Modeling (SEM) approach analyzed via Smart PLS, primary data was collected through questionnaires distributed to 195 visitors using the Stratified Random Sampling technique, along with interviews and direct observation. The results show that Co-Creation Experience Design and Destination Management have a positive and significant influence on Competitive Advantage and Marketing Destination Performance. It was found that Competitive Advantage does not significantly affect Marketing Destination Performance, indicating a lack of active visitor engagement, weak word-of-mouth promotion, and a lack of implementation of facility evaluation results. It is recommended that The Kaldera proactively engage visitors through participatory programs and adopt a data-driven approach for its marketing strategy.
