PENGEMBANGAN PAKET WISATA BAHARI MELALUI BAURAN PEMASARAN JASA 7P: Studi Kasus Pulau Wangi-Wangi, Wakatobi

R. Kusherdyana; Noval Meidianto

doi:10.24843/IPTA.2026.v14.i01.p16

Authors

R. Kusherdyana Politeknik NHI Bandung
Noval Meidianto Politeknik NHI Bandung

DOI:

https://doi.org/10.24843/IPTA.2026.v14.i01.p16

Keywords:

Bauran Pemasaran Jasa 7P, Destinasi Kepulauan, Paket Wisata, Wangi-Wangi

Abstract

Pengembangan paket wisata di daerah kepulauan sering terhambat oleh pengelolaan yang belum terpadu serta keterbatasan fasilitas fisik. Penelitian ini bertujuan untuk mengkaji cara pengelolaan, tantangan yang dihadapi, serta kebutuhan dalam menyusun paket wisata, dengan menggunakan kerangka analisis bauran pemasaran jasa 7P (Produk, Harga, Tempat, Promosi, Manusia, Proses, dan Bukti Fisik). Penelitian dilakukan dengan metode studi kasus deskriptif di Pulau Wangi-Wangi. Data utama dikumpulkan melalui wawancara semi terstruktur secara langsung maupun secara daring kepada empat narasumber, yaitu pengusaha perjalanan wisata, pengelola tempat selam, pemandu wisata lokal, dan perwakilan pemerintah daerah. Data ini dilengkapi dengan dokumen pendukung dari lembaga terkait. Analisis data dilakukan dengan mengidentifikasi pola-pola utama yang muncul dari informasi yang terkumpul. Hasil penelitian menunjukkan bahwa ketujuh unsur dalam bauran pemasaran saling berkaitan satu sama lain. Faktor tempat dan bukti fisik menjadi dasar utama yang membatasi kinerja keseluruhan; keterbatasan akses transportasi, jaringan komunikasi, pasokan listrik, serta fasilitas umum secara langsung memengaruhi jenis layanan, penetapan harga, cara promosi, penempatan tenaga kerja, dan kualitas pelayanan. Sebagai solusi nyata, penelitian ini merancang contoh paket wisata selama lima hari empat malam yang terstruktur, dengan memisahkan secara jelas rincian biaya operasional dan harga yang ditawarkan kepada pengunjung. Kesimpulannya, meningkatkan kualitas destinasi wisata kepulauan tidak cukup hanya dengan promosi lewat media digital. Diperlukan standar informasi paket wisata yang seragam, keterbukaan harga, prosedur pelayanan yang jelas, serta kerja sama antarsektor untuk membangun infrastruktur yang memadai.

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