Potensi Siklus Kehidupan (Life Cycle) sebagai Atraksi Wisata di Kawasan Cagar Budaya Nasional Muarajambi
DOI:
https://doi.org/10.58192/profit.v5i2.4378Keywords:
Community-Based Tourism, Life Cycle, Muarajambi Temple Compound, Tourism Area Life Cycle (TALC), Tourism AttractionAbstract
This study aims to analyze the potential of the Life Cycle as a tourism attraction in the Muarajambi Temple area and to examine the marketing strategies used to develop this potential. The research employs a qualitative approach with a phenomenological design. The analysis used in this study is thematic analysis, conducted through describing, identifying, grouping into units of meaning, reflecting, constructing meaning, and reporting the findings. Data were collected through interviews, observations, and documentation. The research sample was selected using purposive sampling. The results show that the potential of the Life Cycle as a tourism attraction in the Muarajambi Temple area is rooted in the community’s cultural practices that are still actively carried out across each phase of life. This is supported by the integration of historical sites, cultural activities, local communities, and gastronomy that provide direct experiences for tourists. The main attraction lies in living traditions that continue to evolve and adapt. The marketing strategy is implemented by packaging local life as a tourism experience through flexible segmentation, community-based activity products, authentic image building, experience-based distribution, and adaptive pricing, ensuring sustainable destination development.
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