PEMASARAN BUDAYA DAN WARISAN: MEMPROMOSIKAN PRODUK DAN PENGALAMAN BUDAYA LOKAL UNTUK MENDUKUNG KEBERLANJUTAN BUDAYA DAN EKONOMI

Tirta  Mulyadi; Siti  Nurhayati; Betty  Rahayu; Irmawati Irmawati; M. Imron  Mas'ud

doi:10.31004/cdj.v5i2.26896

Authors

Tirta Mulyadi Politeknik Pariwisata Batam
Siti Nurhayati Universitas Muhammadiyah Kupang
Betty Rahayu Universitas Darul Ulum Jombang
Irmawati Irmawati IAI Pangeran Dharma Kusuma Indramayu
M. Imron Mas'ud Universitas Yudharta Pasuruan

DOI:

https://doi.org/10.31004/cdj.v5i2.26896

Keywords:

Pemasaran Budaya, Warisan Budaya, Keberlanjutan Budaya, Ekonomi Lokal.

Abstract

Pemasaran budaya dan warisan telah menjadi topik yang semakin penting dalam konteks globalisasi saat ini. Artikel ini mengadopsi pendekatan literature review untuk mengeksplorasi strategi pemasaran yang efektif dalam mempromosikan produk dan pengalaman budaya lokal guna mendukung keberlanjutan budaya dan ekonomi. Melalui analisis literatur yang mendalam, artikel ini membahas konsep pemasaran budaya, pentingnya warisan budaya dalam ekonomi lokal, serta peran pemasaran dalam mempertahankan dan mengembangkan keberlanjutan budaya. Pertama, artikel ini menggali konsep pemasaran budaya yang melibatkan penggunaan elemen budaya dalam strategi pemasaran untuk menciptakan nilai tambah bagi produk dan pengalaman. Kedua, artikel ini menyoroti pentingnya warisan budaya sebagai aset ekonomi yang dapat menggerakkan pertumbuhan ekonomi lokal melalui pariwisata budaya, kerajinan tradisional, dan seni lokal lainnya. Ketiga, artikel ini menjelaskan peran kunci pemasaran dalam membangun kesadaran, apresiasi, dan konsumsi terhadap produk dan pengalaman budaya lokal, serta bagaimana hal tersebut dapat memberikan kontribusi positif terhadap keberlanjutan budaya dan ekonomi

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