Marketing of Saung Angklung Udjo as a Culture-Based Educational Tourism Model
Pemasaran Saung Angklung Udjo Sebagai Model Wisata Edukasi Berbasis Budaya
DOI:
https://doi.org/10.21070/trd1ww15Keywords:
Educational Tourism, Experiential Marketing, Community Based Tourism, Cultural Preservation, Digital MarketingAbstract
General Background Modernization and the influx of contemporary global trends have triggered a decline in younger generations' interest in traditional heritage. Specific Background Despite this challenge, Saung Angklung Udjo successfully popularizes traditional Sundanese bamboo musical instruments among domestic and international audiences. Knowledge Gap However, maintaining the existence of traditional art destinations amidst modern industry competition requires a comprehensive understanding of how promotional governance simultaneously supports heritage conservation and visitor attraction. Aims This study aims to analyze the marketing strategy of Saung Angklung Udjo as a culture-based educational tourism model in the globalization era. Results Using a qualitative case study approach involving direct observation, purposive interviews, and document analysis, findings reveal that the destination integrates education, entertainment, cultural preservation, and community empowerment. This operational success relies on four main pillars: experiential marketing providing direct participatory musical experiences, digital marketing optimization across online platforms for global reach, strategic field trip collaborations with academic institutions, and community-based tourism engaging local residents and children in instrument production and performances. Novelty This holistic framework shifts passive heritage viewing into active emotional engagement while generating a dual multiplier effect that drives local economic welfare and natural artist regeneration. Implications Heritage destination managers should adopt participatory, community-driven promotional models to harmonize modern commercial viability with sustainable traditional conservation.
Highlights:
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Direct visitor participation in playing bamboo musical instruments builds deep emotional engagement with Sundanese traditions.
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Online promotional platforms combined with institutional school partnerships secure stable domestic and international visitor flows.
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Involving neighborhood residents and children in art performances drives local economic welfare alongside continuous artist regeneration.
Keywords: Educational Tourism, Experiential Marketing, Community Based Tourism, Cultural Preservation, Digital Marketing
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Copyright (c) 2026 Alifiah Tia Mariska, Chlarissa Maharani, Navisa Nur Maulida, Mochamad Rizal Yulianto
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