Homestay Marketing Innovation Through Design Thinking Approach: Case Study Of Ari Homestay In Selong Belanak
Year: 2025
Type: article
Abstract: Homestay is a type of accommodation directly managed by the community in a tourist destination and intended to be sold to tourists within a specific time frame to learn about local wisdom and certain customs of the local community. This research was conducted at one of the homestays close to the special economic zone and the Mandalika Circuit tourist destination, Ari Homestay. This research is based on the owner’s lack of understanding regarding the marketing strategy used by Ari Homestay. This study aims to develop a marketing strategy at Ari Homestay utilizing a design thinking approach consisting of five (5) stages: Empathize, Define, Ideate, Prototype, and Test. The method used in this study is a qualitative approach that is descriptive through the stages of observation, interviews, and documentation. The final result of this study presents a strategic breakthrough in marketing through online travel agents by choosing the AirBnb platform to register homestays and significantly expand market reach
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410694384