TITLE:
Improving Educational Tourism Marketing by Utilizing Website
AUTHORS:
Nancy Mandey, Maryke Alelo, Mirjam Pratidina Tenda
KEYWORDS:
Edutourism, Politechnic, Canvas Business Model, Website
JOURNAL NAME:
Open Journal of Social Sciences,
Vol.11 No.12,
December
28,
2023
ABSTRACT: Tourism in Indonesia has developed rapidly both in
terms of quality and type of tourism. Manado State Polytechnic has the
potential to become a tourist destination as an educational tourism
destination. As one of the providers of vocational
education, Polytechnic has research results that can be used as learning
materials or used by the community. Therefore, it is necessary to create an
educational tourism destination so that people can learn from the Manado State
Polytechnic. Promotion of tourist destinations through websites is expected to reach many people. Therefore,
this research aims to determine the factors that influence the use of websites
to build educational tourism destinations. To achieve this goal, qualitative
research methods were used. The data collection technique uses in-depth
interview techniques. Through Focus Group Discussion (FGD) to obtain the
required information. The informant determination technique uses a
determination technique based on the researcher’s subjective considerations (Sugiyono,
2012). The validity test technique uses a triangulation test, namely a
technique for checking the validity of data by comparing it with other sources.
The analysis method uses the SWOT analysis method, namely strengths and weaknesses
from within as well as opportunities and threats from outside. This research
uses a descriptive qualitative format to qualitatively describe the Canvas
Business Model. Designing a Canvas Business Model to identify elements of
website formation based on data from the results of discussions in Focus Group
Discussions (FGD) and field observations. The results obtained show that there
are opportunities for the development of educational tourism on a wider scale,
greater interest from the younger generation and increased tourist satisfaction
with this form of recreation. The application of the canvas business model on
educational tourism websites can be a guide for campuses in implementing the
concept of educational tourism and other academics to develop ideas that
combine educational tourism with tourism.