Wellness Tourism Development Strategy In Madura Based on Local Wisdom

Abstract

Wellness tourism is a new niche in the global tourism industry that has high opportunities for product development. It is this local wisdom that underlies their daily cultural behavior that has great potential in the development of wellness tourism in Madura, even though it has to deal with the challenge of Madurese stereotypes for outside communities. This background underlies the importance of designing wellness tourism strategies based on local wisdom in Madura. This study used constructivist qualitative research methods. The determination of this strategy is adjusted to the research objectives that will build a model of health tourism development strategy based on local wisdom in Madura. Observations will be made on Madurese people in the Bangkalan and Sampang regions. The location selection was carried out by considering the socio-cultural characteristics of the Madurese people who have great tourism potential. The result of this study is that Madura has various types of tourism. If associated with the concept of wellness tourism, this potential can be explored deeper with the help of the theory of cultural commodification and become a potential new tourism commodity network called "wellness tourism based on local wisdom." Wellness Tourism can be a model of tourism development strategy that can drive the local economy in the Bangkalan Madura region. The potential of the Madurese people in an effort to increase new tourism, especially wellness tourism, requires efforts to diversify products. This is also a cultural commodification in an effort to strengthen Madura's potential as a wellness tourism destination; product diversification of Madura's resource potential; Strengthening Local Wisdom Education through Non-Formal and Formal Education Institutions. And policy collaboration with the Tourism Office, cooperatives, and village governments is needed.