PARADOKS EDUTAINMENT: KETIKA TAMAN HIBURAN GAGAL MENJUAL NILAI EDUKASINYA
DOI:
https://doi.org/10.24246/kritis.v34i2.19262Keywords:
paradoks edutainment, komunikasi nilai, identitas destinasi, pemasaran taman hiburan, wisata Gen ZAbstract
This study investigates a paradoxical phenomenon in Indonesia's theme park industry: the disconnect between edutourism claims and visitor perception of educational value. Using Saloka Theme Park in Central Java as a case study, this qualitative research employs in-depth interviews with educational tourists, park management, and accompanying teachers, complemented by field observations of promotional practices. Findings reveal a troubling pattern: despite approximately 70 percent of visitors coming from educational segments, the educational narrative remains largely invisible in marketing communications. Content analysis shows entertainment content dominates at 65 percent while educational content comprises merely 9 percent. The value gap analysis demonstrates significant discrepancy between offered and perceived educational value, with visitors rating promotional effectiveness at only 6 out of 10. This research contributes to tourism marketing literature by introducing the 'edu-washing' concept and provides practical recommendations for Indonesian theme parks seeking authentic edutourism identities.
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