Local Wisdom-Based Wellness Tourism Development Strategy through the Marketing Mix (7P) Approach: A Case Study of Kampung Laweyan
DOI:
https://doi.org/10.31603/conference.17594Keywords:
wellness tourism, marketing mix, local wisdom, Kampung Laweyan, cultural tourismAbstract
Kampung Batik Laweyan has significant potential to be developed as a local wisdom-based wellness tourism destination through batik-making activities, heritage tourism, healthy culinary experiences, and Javanese cultural traditions. This study aims to analyze wellness tourism development strategies using the Marketing Mix (7P) approach. A descriptive qualitative method was employed, with data collected through observation, interviews, and documentation. Data were analyzed using the Miles and Huberman interactive model. The findings indicate that Laweyan possesses strong potential as a wellness tourism destination; however, improvements are needed in tourism product development, digital promotion, human resource quality, and destination branding. These strategies are expected to enhance the destination’s competitiveness while supporting community welfare and the preservation of local culture.
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