Developing a Unique Selling Proposition (USP) for Competitive Tourist Destinations
Keywords:
Unique Selling Proposition, Tourist Destination, CompetitiveAbstract
This research aims to develop a Unique Selling Proposition (USP) for competitive tourist destinations through interviews with various stakeholders, including tourists, destination management, local communities and tourism business actors. Using a triangulation and reliability approach, this research collects data from various sources to ensure the accuracy and consistency of information. The research results show that the uniqueness of a destination, such as local culture, natural beauty and authentic experiences, are key elements in developing an attractive USP for tourists. Tourists emphasize the importance of differentiated experiences and interactions with local communities, while destination managers highlight the need for innovation in tourism products and digital promotions to increase visibility. Local communities play an important role in creating a USP through active participation in tourism development, while tourism business actors emphasize the importance of effective marketing strategies to attract more visitors. Through triangulation techniques, this research found consistency between stakeholder views regarding the need to create an authentic and sustainable USP. Data reliability is strengthened by member checking and analysis of supporting documents. This research recommends that destination managers focus on developing USPs based on local uniqueness and community involvement to increase competitiveness in the global tourism market.
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