ANALISIS PENGARUH EDU-VOLUNTOURISM CO-CREATIVE TERHADAP PEMASARAN DESA WISATA
(Studi Kasus: Desa Wisata Hariara Pohan)
Kata Kunci:
Marketing, Schedule, Performance, Engagement, VCCCAbstrak
Penelitian ini bertujuan untuk mengevaluasi pengaruh program Edu-Voluntourism Co-Creative dalam pembangunan pengetahuan masyarakat Desa Hariara Pohan terhadap pengelola desa wisata, mengukur pengaruhnya terhadap peningkatan visitor, dan mengetahui faktor keberhasilan program dalam mendukung pengembangan desa wisata berkelanjutan. Metode penelitian yang dipakai adalah kuantitatif dengan pendekatan Structural Equation Modeling (SEM) menggunakan Smart Partial Least Square (PLS). Analisis hipotesis menunjukkan bahwa Edu-Voluntourism Co-Creative mempunyai pengaruh positif dan signifikan terhadap penambah pengetahuan (Knowledgeable) masyarakat Desa Hariara Pohan serta penambah jumlah pengunjung (Visitor-Oriented). Edu-Voluntourism Co-Creative juga mempunyai pengaruh positif dan signifikan terhadap pengembangan desa wisata (Tourism-Focused). Namun, ditemukan bahwa Knowledgeable tidak mempunyai pengaruh signifikan terhadap Tourism-Focused, dan Visitor-Oriented mempunyai pengaruh signifikan terhadap Tourism-Focused. Kesimpulan ini menunjukkan bahwa penerapan Edu-Voluntourism Co-Creative memberikan kontribusi yang signifikan terhadap pengembangan pariwisata pedesaan berkelanjutan dalam bentuk peningkatan pengetahuan masyarakat, peningkatan kunjungan wisatawan, dan faktor pendukung yang strategis.
This study aims to evaluate the influence of the Edu-Voluntourism Co-Creative program in building the knowledge of the Hariara Pohan Village community towards tourism village managers, measure its influence on increasing visitors, and determine the success factors of the program in supporting the development of sustainable tourism villages. The research method used is quantitative with the Structural Equation Modeling (SEM) approach using Smart Partial Least Square (PLS). Hypothesis analysis shows that Edu-Voluntourism Co-Creative has a positive and significant influence on increasing the knowledge (Knowledgeable) of the Hariara Pohan Village community and increasing the number of visitors (Visitor-Oriented). Edu-Voluntourism Co-Creative also has a positive and significant influence on the development of tourism villages (Tourism-Focused). However, it was found that Knowledgeable did not have a significant influence on Tourism-Focused, and Visitor-Oriented had a significant influence on Tourism-Focused. This conclusion shows that the implementation of Edu-Voluntourism Co-Creative provides a significant contribution to the development of sustainable rural tourism in the form of increasing community knowledge, increasing tourist visits, and strategic supporting factors.
