Wisata Darat Labuan Bajo: Alternatif Strategis Menuju Branding Destinasi Yang Berkelanjutan
DOI:
https://doi.org/10.38035/jemsi.v7i4.7694Keywords:
Wisata Darat, Branding Destinasi, Konsep 4A Pariwisata, Customer-Based Brand EquityAbstract
Pariwisata berperan penting dalam perekonomian nasional. Labuan Bajo sebagai Destinasi Super Prioritas selama ini dikenal luas melalui wisata bahari. Namun, dominasi tersebut menimbulkan persoalan seperti kurang berkembangnya wisata darat, ketimpangan citra destinasi, distribusi manfaat ekonomi yang tidak merata, serta kerentanan cuaca dan tekanan ekologis. Penelitian ini menganalisis potensi wisata darat Labuan Bajo serta merumuskan strategi branding agar wisata darat memiliki citra kuat sebagai alternatif sekaligus pelengkap wisata bahari. Menggunakan pendekatan kualitatif desain studi kasus, informan meliputi pemerintah daerah, BPOLBF, travel agent, masyarakat, dan wisatawan. Data dikumpulkan melalui wawancara mendalam, observasi, dan studi dokumen, lalu dianalisis tematik menggunakan NVIVO. Hasil penelitian menunjukkan pengembangan wisata darat dipengaruhi penguatan atraksi budaya dan pengalaman autentik sebagai inti produk. Interaksi budaya, narasi interpretatif, dan keterlibatan masyarakat menjadi faktor pembeda utama. Temuan menegaskan pentingnya branding terintegrasi, peningkatan kapasitas pemandu wisata, serta kolaborasi lintas sektor antara pemerintah, BPOLBF, pelaku usaha, dan masyarakat. Penelitian ini menguatkan relevansi kerangka 4A, Experiential Tourism Model, dan Customer-Based Brand Equity dalam menjelaskan keterkaitan atraksi, pengalaman, branding, dan loyalitas wisatawan. Implikasi kebijakan menekankan perlunya pengembangan wisata darat yang berdaya saing, inklusif, dan berkelanjutan melalui penguatan budaya serta kolaborasi terintegrasi.
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