THE MANAGEMENT OF LOCAL WISDOM TOURISM OF BADUY TRIBE BY DEPARTMENT OF TOURISM OF LEBAK REGENCY, BANTEN, INDONESIA IN INCREASING THE NUMBER OF TOURISTS

Farid Hamid Umarella^*

Lecturer at Faculty of Communication, Universitas Mercu Buana, Jakarta, Indonesia

*Corresponding Author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Dewi Sad Tanty

Lecturer at Faculty of Communication, Universitas Mercu Buana, Jakarta, Indonesia 

Aprezia Anjanie

Lecturer at Faculty of Communication, Universitas Mercu Buana, Jakarta, Indonesia

Abstract

The Baduy Village is one of the tourist destinations located in Lebak Regency, Banten, Indonesia. The Department of Tourism of Lebak Regency manages the tourism potential of the Baduy tribe which is loaded with the local wisdom besides its natural beauty. This study aimed to analyze the management of local wisdom tourism of Baduy tribe by the Department of Tourism of Lebak Regency Banten, Indonesia in increasing the number of tourists. A constructivist paradigm with a case study method was used in this study. The informants were from the Department of Tourism of Lebak Regency and tourists who have been to the Baduy Village. The data collection was done through structured interviews, observations and literature studies. The qualitative data analysis technique was carried out to reveal the tourism management. The research results showed that the tourism management through promotion strategies used segmentation, targetting, and positioning approaches based on geographic, psychographic, and demographic. It also used the promotional media.

Keywords: Tourism Management, Tourism Promotion, Local Wisdom, Baduy Tribe