Enhancing Tourism Attraction: Marketing Strategy Analysis of Japan Tourist Village in Kudus Regency from an Islamic Economic Perspective

Abstract

The Kudus Regency government has been actively supporting this initiative by designating 28 villages as tourist destinations since 2020. Among these, Japan Tourist Village, situated in Kudus, has emerged as a prominent destination, renowned for its natural beauty, rich cultural heritage, and distinctive history. Often referred to as the "Land of Coffee," the village boasts a significant population engaged in coffee cultivation. This study undertakes an analysis of the marketing strategy employed by Japan Tourist Village, utilizing the Business Model Canvas and SWOT analysis methodologies. Employing descriptive analysis and field research approaches, the study assesses marketing strategies aimed at enhancing tourist attraction. The SWOT analysis yields recommendations for refining the value proposition, broadening customer segments, and optimizing key resources. The research findings underscore the favorable religious perspectives towards the economic, social, and cultural aspects of the Japan tourist village community. Moreover, coupled with effective marketing strategies, governmental support, and the village's inherent potential, these findings suggest significant prospects for increasing income and enhancing tourist attraction. With the implementation of these strategies, Japan Tourist Village is poised to evolve into a self-sustaining and sustainable tourist destination within Indonesia.