Kemitraan Moana Bike Tour dengan Pelaku Industri Kreatif di Yogyakarta dalam Pemasaran Produk

Rindang Pradita Syahri, Alfina Tri Agustin

Abstract


Penelitian ini mengkaji peran sustainable tourism organizer sebagai penghubung antara produsen lokal dan wisatawan, dengan studi kasus pada Moana Bike Tour. Komunitas ini menerapkan konsep sustainable tourism dan authentic experience melalui kemitraan dengan Usaha Mikro Kecil Menengah (UMKM) di Yogyakarta untuk memperkenalkan kehidupan sosial-budaya Yogyakarta. Metode yang digunakan adalah penelitian kualitatif dengan studi kasus Moana Bike Tour untuk memahami situasi kemitraan yang terjalin dengan mitra UMKM pada program pelayanan usaha. Temuan dari hasil penelitian menunjukkan bentuk model kemitraan yang terjalin antara Moana Bike Tour dan UMKM adalah hubungan kooperatif (cooperative relationship) dan dengan Pola Inti-Plasma di mana dalam pelaksanaan berbisnis atas dasar kepercayaan dan simbiosis mutualisme. Sedangkan peran Moana Bike Tour diidentifikasikan sebagai institusi pendukung aktor kreatif dalam ekosistem ekonomi kreatif yang memberikan panduan secara wawasan maupun praktis dalam mendukung perkembangan UMKM lokal.

Moana Bike Tour Partnership with Yogyakarta's Creative Industry Stakeholders in Product Marketing

ABSTRACT

This research examines the role of sustainable tourism organizers as the bridge between local producers and tourists, with a case study on Moana Bike Tour. This community applies the concept of sustainable tourism and authentic experience through partnerships with Micro, Small and Medium Enterprises (MSMEs) in Yogyakarta to introduce the socio-cultural life of Yogyakarta. The method employed is qualitative research using a case study of Moana Bike Tour to understand the partnership dynamics established with MSME partners within the business service program. The findings from the research show that the form of partnership model that exists between Moana Bike Tour and MSMEs is a cooperative relationship and with the Core-Plasma Pattern where in the implementation of doing business on the basis of trust and symbiotic mutualism. While the role of Moana Bike Tour is identified as a supporting institution for creative actors in the creative economy ecosystem that provides insightful and practical guidance in supporting the development of local MSMEs.


Keywords


Moana Bike Tour; bisnis berbasis kemitraan; pariwisata berkelanjutan; ekosistem ekonomi kreatif

References


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Narasumber

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DOI: https://doi.org/10.24821/jtks.v11i1.16354

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