NILAI-NILAI BUDAYA JAWA SEBAGAI MEDIA PROMOSI PARIWISATA DI DAERAH ISTIMEWA YOGYAKARTA
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Abstract
that have tourism potential. Tourism is also earmarked for job creation for local communities.
However, during the Covid-19 pandemic, tourists visiting places of attractions in Yogyakarta
show a drastic decline in numbers. The purpose of this study is to describe the values of
Javanese culture to promote tourism and to determine a tourism marketing strategy model
that may present the excellence and uniqueness of Javanese culture in Yogyakarta. The
collection of data and information was carried out by distributing questionnaires to 480
tourists who came to Yogyakarta. Descriptive analysis was done using SPSS 22.0 and SWOT
analysis. The results of the sudy demonstrate that Javanese culture values can be used as a
medium for promoting tourism in Yogyakarta. However, some improvements or strategies are
still needed to increase tourist attractiveness. It is expected that the results of the study may
assist the Yogyakarta government and tourism business stakeholders to increase the tourism
potential of Javanese culture values and establishing strategies in developing tourism
potential to attract tourists visiting Yogyakarta as well
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