REGENERATIVE TOURISM MARKETING STRATEGY FOR SUSTAINABLE TOURISM VILLAGE DEVELOPMENT IN NUSA PENIDA
Keywords:
Marketing Strategy, Regenerative Tourism, Tourism Village Development, Sustainable.Abstract
Pariwisata Nusa Penida menghadapi tekanan akibat kunjungan massal yang memicu degradasi lingkungan, ketimpangan sosial, dan penurunan kualitas pengalaman wisata. Kondisi ini menuntut transformasi menuju pariwisata regeneratif, yaitu pendekatan yang tidak hanya berkelanjutan tetapi juga memulihkan ekosistem, budaya, dan kesejahteraan masyarakat. Penelitian ini bertujuan mengidentifikasi praktik regeneratif yang telah diterapkan di desa wisata, menganalisis strategi pemasaran yang berjalan, menelaah faktor pendukung dan penghambat, serta merumuskan model strategi pemasaran regeneratif yang sesuai konteks Nusa Penida. Metode penelitian menggunakan pendekatan kualitatif melalui studi kasus regeneratif dengan wawancara mendalam, observasi partisipatif, dan analisis dokumentasi. Hasil penelitian menunjukkan bahwa praktik regeneratif mulai tumbuh melalui konservasi terumbu karang, pelibatan masyarakat dalam kegiatan budaya, dan pengelolaan daya dukung lingkungan, meski penerapannya belum merata. Strategi pemasaran saat ini masih dominan pada promosi visual dan belum menonjolkan narasi regeneratif maupun edukasi wisatawan. Faktor pendukung mencakup kekuatan budaya, komitmen komunitas, dan keunikan ekologi, sedangkan faktor penghambat meliputi keterbatasan infrastruktur, kapasitas SDM, dan kebijakan yang kurang adaptif. Studi ini menyimpulkan bahwa model strategi pemasaran regeneratif ideal harus mengintegrasikan branding berbasis nilai lokal, paket wisata berbasis komunitas, edukasi wisatawan, serta mekanisme pemantauan dampak secara partisipatif melalui kolaborasi multistakeholder.
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