Pengembangan Wisata Grojogan Londo melalui Lagu Kreasi sebagai Media Promosi

Abstract

Tourism villages are a form of implementation of community-based and sustainable tourism development. Grojogan Londo Tourism has its signature song entitled "Grojogan Londo" by Sodiq New Monata and has been watched 6,230 times on YouTube. In addition, there is a song composed by the Statistics Assisted Village Program Team at the University of Airlangga entitled “Ayang Londo”. Therefore, this study aims to measure respondents' assessment of the two Grojogan Londo Tourism promotional songs. Data was obtained through an online survey using Google Forms with 117 respondents and then analyzed descriptively, correlationally and comparatively. The method used is descriptive statistics, Rank Spearman correlation test, and Mann-Whitney test. The data support the hypothesis that the respondents' interest in the songs "Grojogan Londo" and "Ayang Londo" is different. In addition, 41.9% of respondents believe that music-based promotional media can influence tourists' interest in traveling to certain areas. Therefore, Grojogan Londo tourism promotion songs must be promoted more aggressively through various social media channels which are currently popular among the public, especially the millennial generation. This research contributes to expanding the literature and increasing knowledge about marketing media through songs and their influence on tourist interest which needs to be done as an effort to evaluate tourism development.Desa wisata merupakan salah satu bentuk pelaksanaan pembangunan pariwisata berbasis masyarakat dan berkelanjutan. Wisata Grojogan Londo memiliki lagu khasnya yang berjudul lagu "Grojogan Londo" karya Sodiq New Monata dan telah ditonton sebanyak 6.230 kali di YouTube. Selain itu, ada lagu ciptaan Tim Program Desa Binaan Statistika Universitas Airlangga berjudul “Ayang Londo”. Oleh karena itu, penelitian ini bertujuan untuk mengukur penilaian responden terhadap dua lagu promosi Wisata Grojogan Londo. Data diperoleh melalui survei online menggunakan Google Forms dengan 117 responden kemudian dianalisis secara deskriptif, korelasional, dan komparatif. Metode yang digunakan adalah statistik deskriptif, uji korelasi Rank Spearman, dan uji Mann-Whitney. Data mendukung hipotesis bahwa minat responden terhadap lagu "Grojogan Londo" dan "Ayang Londo" berbeda. Selain itu, 41,9% responden percaya bahwa media promosi berbasis musik dapat mempengaruhi minat wisatawan untuk berwisata ke daerah tertentu. Oleh karena itu, lagu-lagu promosi wisata Grojogan Londo harus lebih gencar dipromosikan melalui berbagai kanal media sosial yang saat ini sedang populer di kalangan masyarakat, khususnya generasi milenial. Analisis ini memberikan kontribusi untuk memperluas literatur dan menambah pengetahuan tentang media pemasaran melalui lagu dan pengaruhnya terhadap minat wisatawan yang perlu dilakukan sebagai upaya evaluasi pengembangan pariwisata.