How to Optimize Promotion Tactics for Sustainable Tourism Product through 360-degree Communication? (Case Study in Poncokusumo, Malang)

The presence of a tourism village in Indonesia might be viewed as an opportunity to strengthen small, micro, and medium-sized businesses as a driving force in the local economy. The goal of Micro Small Medium Enterprises (MSMEs) development is to create a tourism village supported by MSMEs that combines natural and culture attractions, local gastronomic and artisan, and public service facilities. Poncokusumo village, one of Malang’s tourism villages, has a distinct personality when compared to other Malang tourism villages. The goal of this research is to look at promotional strategies for sustainable tourism products in Poncokusumo village to strengthen the village’s tourism identity. This is a qualitative study in which the informants were chosen on purpose; they are the head of Poncokusumo village, the leader of the tourist local community (Pokdarwis), and an entrepreneur. According to the research findings, the 360-degree communication approach is best for supporting offline promotional operations. 360-degree marketing communication is also being considered to strengthen tourism village identity. A 360-degree model of marketing communication is built in three stages: pre-purchase, purchase, and post-purchase in a sustainable tourist product. This paper also contributed to the sustainable development goals which focus on decent work and economic growth. The existence of sustainable product in tourism village is an attraction that encourage local economic growth.


Introduction
Micro Small Medium Enterprises (MSMEs) are critical for tourism villages, particularly in terms of economic development and local sustainability.Tourism village is characterized as a continuous relationship between tourism attractions, hotels, and other societal facilities.The development of tourism villages in Indonesia, which is extremely competitive, might be considered as a possible incentive to attract visitors.Small and medium firms in tourism villages require urgent improvement and empowerment programs so that they can market and sell local products both offline and online [1].The goal of MSMEs development is to create a tourism village supported by MSMEs that combines natural and culture attractions, local gastronomic and artisan, and public service facilities.To establish sustainable tourism, MSMEs must be capable of developing innovative business concepts that are consistent with the uniqueness of the tourism village.For example, in Purbosari village, Temanggung Regency has developed home stay in some local residence.Purbosari village's home stay is professionally handled by a local resident.They created Kampung Mataram as a tourism village concept in Purbosari village.Rumah Panggung was created as a theme home stay tourism destination (Suyitno and Heru, 2018).From this example, the development of micro and small businesses in a certain location must take into account the identity and characteristics of the tourism village.Sustainable tourism has already been designed with the qualities and distinctiveness of a tourism village in mind.
Strengthening the village's economy is a critical issue that requires the attention of the local government and citizens.MSMEs have become one of the most essential components of the Indonesian economy.According to data from the Ministry of Cooperatives and MSMEs, the number of MSMEs now stands at 64.2 million, with a 61.07 percent contribution to Gross Domestic Product (GDP) in the amount of 8,573.89trillion rupiah (Limanseto, 2021).The availability of statistics demonstrating the expansion of MSMEs in Indonesia underscores the need of product differentiation and marketing strategy.As one of the country's economic pillars, Indonesia recognizes the importance of product differentiation and marketing strategy.MSMEs, as one of Indonesia's economic cornerstones, confront several issues.Indonesian MSMEs lack competitiveness in good competition at both the national and international levels.Begin with the challenges of limited venture financing and progress to the task of building a brand from their existing products or services.
In the tourism village concept, a village can be developed into a tourism village if it has several supporting factors, such as: 1) a point of attraction, 2) human resource support, 3) strong characteristics about local culture and community, 4) adequate facilities and infrastructure support, 5) public facilities for tourism activities, 6) tourism activity regulation, and 7) availability of land that can be developed.The presence of MSMEs is an important component in a tourism village since MSMEs are positioned as a point of attraction that is supposed to strengthen the village's identity.Poncokusumo village in Malang Regency is a tourism village with a distinct personality when compared to other tourism villages in Malang.Poncokusumo village is located on the road of Bromo, Tengger, and Semeru, and has natural and cultural potential that can be developed into community identity.Poncokusumo village is also recognized for its horticultural products such as tomatoes, chilies, cabbage, and other vegetables.Apples, oranges, and chrysanthemums are examples of premium products.Poncokusumo settlement is located right east of the Taman Nasional Bromo Tengger Semeru region (Anon, 2023).Poncokusumo village offers several artificial tourist items, such as adventure tourism objects with outbound and downhill amenities.Based on a summary of Poncokusumo village's potential, it can be concluded that Poncokusumo village has a strong identity in terms of tourism, nature, and culture.
Poncokusumo village's strengths in these aspects can be leveraged to become a source of sustainable local economy.Poncokusumo village's uniqueness in terms of tourism, agricultural goods, and local culture must be managed wisely to generate economic value.Small and mediumsized businesses play an important role in distributing natural resources that have been processed to be marketable.Small and medium-sized businesses are always faced with the challenge of developing an effective marketing plan to increase sales income and grow product segmentation.It is critical that the given items or services are accessible to a larger market.According to Yasa (2020), their research found that promotional strategy had a favorable and considerable influence on competitive advantage, and promotional strategy was capable of greatly boosting competitive advantage (Yasa et al., 2020).Meanwhile, Amin (2021) stated that the study factors (promotion, pricing, place, and product strategies) had a positive association, showing that the use of marketing strategies positively improved MSMEs performance.
There is a 360-degree marketing communication in the communication domain, which involves communicating to consumers through multiple communication channels used and accessed by consumers in their daily activities.Effective 360-degree marketing communication is an excellent way to increase brand awareness and positive brand image, which will help to brand knowledge formation and lead to differentiated responses that represent brand equity (Yasa et al., 2020).Advertising, sales promotion, events, digital promotion, word of mouth, and personal selling are some of the communication channels that may be utilized to promote MSMEs' products as a 360degree marketing communication.
Consumers constantly have a diverse buying experience as a result of the numerous promotional methods used in the various communication channels that consumers employ during the purchasing process.Multiple channels work together to reach a greater and wider range of consumers, thus understanding target consumers' behavior and expectations in the purchasing process is critical.Consumer experiences may involve more than one communication channel, depending on the promotional strategies used.MSMEs are expected to maximize communication tools by combining two communication channels, online and offline, which complement each other.The 360-degree communication concept is adaptable enough to be used in a variety of business formats, including marketing techniques for sustainable tourist products in villages such as Poncokusumo.Both online and offline complement each other.The 360-degree communication concept is adaptable enough to be used in a variety of business models, including marketing tactics for small and medium-sized firms in village tourism, such as Poncokusumo.360-degree communication refers to the coordinated management of available channels and customer touchpoints in order to optimize customer experience and performance (Amin, 2021).Thus, the goal of this research is to investigate promotional strategies for sustainable tourism products in Poncokusumo village in order to strengthen the area's tourism identity.

360-degree Integrated Marketing Communication
In integrated marketing communication, 360-degree means reaching out to audience members in many ways at various stages of persuasion to connect with consumers (Spence and Essoussi, 2010).When establishing advertising techniques, business owners must look for communication instruments to influence the decisions of their customers.Word-of-mouth, brochures, personal selling, events, and digital media all have a cumulative effect on purchase decisions.Consumers now have various alternatives for selecting and accessing any communication channel in today's modern media network.A 360-degree communication method allows the MSMEs business owner to maintain consistency by incorporating promotion messaging while customizing as many options across media as possible.360-degree approaches for integrated marketing communication are also quite effective because buyers will continue to seek product information.360-degree feedback from customers multiplicity across many platforms is a crucial component in capturing an approach's effectiveness such as Social Media Optimization (SMO), Pay Per Click (PPC), and Search Engine Optimization (SEO) and many channels (Melero et al., 2016).An illustration about 360-degree of integrated marketing communication is shown in Figure 1.
Social media marketing is a form of digital marketing that leverages the power of popular social media networks to achieve marketing and branding goals [2].Social media marketing also include optimization activity, we call social media optimization where we can pay to have business appear in front of large volumes of highly targeted users.Pay per click is a model of digital advertising where the advertiser pays a fee each time one of their ads is click.In addition, search engine optimization (SEO) is an organic search as a marketing channel is through search engine optimization [3].

Figure 1. 360-degree Marketing Communication Model
According to Figure 1, 360-degree is a progression from the multiplatform concept in marketing communication strategy, because of the usage of some communication platforms, such as email, poster, billboard, catalog, and so on.Meanwhile, this paper focuses on providing a consistent and thorough experience across several communication platforms, both online and offline.In marketing

SEO Content
Website communication, the buying decision process begins with gathering information about products or services through a variety of promotional channels to provide consumers with confidence in their purchasing decisions.As a result, 360-degree marketing communication is required to ensure that the target market has the same experience regardless of if they receive content via multiple communication channels.As previously said, various platforms contain elements that must interact with one another.Complex interactions are made up of entities that are linked to each touch point.These platforms should be considered as various touchpoints to effectively manage the consumer experience during the purchasing process.The customer adding value journey is known as the purchase process, and promotion strategy has become one of add-value.

Sustainable Tourism for Tourism Village
To engage in sustainability, organizations must build a long-term, future-oriented perspective.Sustainable tourism is frequently translated into sets of criteria and guidelines for implementation.These are advocated by academics and groups who subscribe to an objective viewpoint substantiated by science and focus nearly solely on immediate, local environmental repercussions.Sustainable tourism involves economic, environmental, and socio-cultural dimensions.Tourism has become a source of money for the nation from an economic standpoint; nevertheless, tourism must also contribute to the livelihoods of local people in a destination, including poverty alleviation.Meanwhile, from a socio-cultural standpoint, tourism is unable to prevent harmful cultural transition through contributing to heritage protection and strengthening local people's capacity/ability.
To investigate the notion of sustainable tourism, we must first establish the entire local identity in Poncokusumo village, Regency Malang.Poncokusumo, a tourism village in the Malang Regency, has distinct characteristics in terms of tourism, nature, and culture.It is necessary to maximize integrated communication medium to communicate about the identity and characteristics of the tourism village in a sustainable manner.

Methodology
This is a qualitative technique using exploratory methods that tries to thoroughly investigate the cause and effect, as well as the factors that impact the occurrence of anything.According to Kotler, one of the research approaches used to examine something that is not known or recognized yet is exploratory.For this study, the authors organized 360-degree marketing communication channel mapping for Poncokusumo village's small and medium-sized businesses.
The method of gathering primary data through interviews that have been pre-planned using guidelines depending on the research challenge.Purposefully selected research informants are determined based on their responsibilities and duties in the decision-making process related to economic activities in Poncokusumo village.The author opted to interview four small company owners in Poncokusumo village about their strategy for improving promotional strategies through an integrated communication platform in order to obtain primary information from MSMEs owners.Some criteria for selecting informants from SME business owners are that they have been operating their small business in Poncokusumo village, Malang for at least four years.Then, physical marketing communication strategies such as offline stores and local advertisements were utilized, as well as online marketing communication strategies such as social media promotion, website, and ecommerce platform.Another source is the leader of the local tourism community in Poncokusumo village (Kelompok Sadar Wisata Pokdarwis) and the village head as the local government.Interview data is gathered by interviewing each informant in accordance with the interview guide.

Results and Discussion
The 360-degree marketing communication for MSMEs business owners in Malang was going relatively successfully.According to the interview, technological and information changes have also had an impact on their business approach.Some MSMEs have already expanded their marketing strategy to include an online shop via an e-commerce platform.The following enhancement is a marketing approach that makes use of a variety of promotional channels, such as direct marketing, digital marketing, exhibitions, and other promotional instruments.Poncokusumo village is already well-known for its chrysanthemum production, with various craftsmen operating chrysanthemum flower plantations.They controlled their marketing plan by using a digital platform as a channel to convey promotional content.They advertised chrysanthemum as a luxury product from Poncokusumo vilage through tale telling content created by by several youth who are members of Pokdarwis.Wider prospective target consumers are buying processed some of Poncokusumo village's premium products, such as chrysanthemus, apples, tomattoes, and cabbage, thanks to increasingly diverse marketing techniques.This assertion is backed by one of the business owners, who stated that their sales activities already supported online shop store, as well as serving online buyers and taking delivery orders.The use of platforms like online selling tools, as well as more than one tool, to support promotional activities that are directly integrated in product sales, is one of the techniques used to expand the MSMEs product category.
Poncokusumo village, in addition to being noted for its horticulture products, includes various natural tourism items that are professionally managed by Kelompok Sadar Wisata (Pokdarwis).Banyumaro river tubing is in Poncokusumo and is a vehicle for natural tourism that is also a focus of attraction for tourism settlements.Poncokusumo village, according to Pokdarwis, deserves to be a priority tourism site in Bromo Tengger Semeru National Park (Desphande et al., 2015).As previously said, tourism village has numerous supporting components, such as a point of attractiveness and a strong attribute.Banyumaro river tubing was created as a tourism product that promotes sustainable tourism by combining adventure tourism packages and horticultural tourism.Pokdarwis' management of the Banyumaro tourism attraction has reached a breakthrough in strategically promoting Banyumaro.They employ digital media as promotional methods, such as Instagram company.Pokdarwis Poncokusumo manages the Instagram account @banyumaro adventure.Various items may be found on the Instagram feed, such as updates on tourism activities and guests' Banyumaro tubing experiences.The Instagram platform is also employed as a page that is linked to the management contact center, making it easier for visitors or followers to contact the administrator directly.The establishment of this Instagram page serves several purposes, not only as a promotional platform, but also to assist in increasing sales activities to the target market by providing direct communication access to the owner.
Product differentiation is a popular marketing strategy for increasing profits.Differentiation is defined as providing something unique to customers in comparison to competitors' offers, and designing and implementing a differentiation plan necessitates access to information and knowledge (Lepsinger and Lucia, 2017).One of the advertising contents that captures consumer attention is product differentiation carried out by MSMEs business owners.When they post photographs or video content about new products released by the brand.Some tourism objects and small business businesses in Poncokusumo village use digital platforms to promote new products and tourism objects since it is simpler to acquire product and tourism exposure through the responses given by followers.This 360-degree marketing communication model can be used to promote new products in MSMEs' business activities as shown in Figure 2.

Promotional content management for MSMEs products
Developing promotional content for online platform Using similar promotional message such as brand tagline or slogan in any online platform Create creative campaign to increase customer's interaction in social media Sales promotion content to some social media platform such as; Instagram and Tiktok According to information provided by the Cooperatives and Small Medium Enterprises Office in Malang, local government promotional methods have demonstrated a 360-degree approach in marketing communication tactics.They also incorporate offline advertising activities such as the Poncokusumo Culture Festival (Lindawati, 2023).Due to the presence of local events such as the culinary festival as one of the promotional activities, the 360-degree promotional approach in marketing communication is to establish promotional content management to support offline culinary festival activities.Various 360-degree communication methods connected to promotional content management, such as connecting sales promotion activities in social media with creative campaigns to promote customer participation in social media (see Figure 2).To boost brand exposure, one example of a 360-degree communication approach for promoting new products in SME businesses is developing promotion content in social media such as video product reviews, sales promotion gimmicks, TikTok video challenges, and so on.An online platform is used to advertise events as part of a communication channel.Social media content should be tastefully created with an element of surprise.The goal is to serve as an initial stimulation that piques clients' interest in learning more about the company's goods through promotional content.
MSMEs business owners must pay attention to client touchpoints in each marketing communication channel to handle promotional techniques through a 360-degree communication channel.This model of client touchpoints can be used to implement omni-channel marketing communication for MSMEs' business activities (see Table 1).In a 360-degree communication paradigm, we must concentrate on three stages: pre-purchase, purchase, and post-purchase.In the first step, Pre-Purchase, the approach to clients is given through various branding activities on various social media platforms, such as making video challenges or developing unique sales promos.Then, in the second stage, Purchase, customers are approached with sales promotion activities such as direct marketing, sales promotion, tourism package, and ecommerce.The final stage is post-purchase, during which the consumer is offered the opportunity to participate in loyalty programs or after-sales service activities.In this stage, the goal is to meet or exceed consumer and tourist expectations, increase product loyalty, and convey satisfaction through the word-of-mouth system, to enhance tourism identity in the tourism village.
After comprehensive discussion, development of local economy through optimize promotion tactic sustainable product in tourism village also supports achievements of sustainable development goals, which focus on decent work and economic growth.Hartojo (2022) found that Indonesia government already expressed commitments to ensure that remote areas can catch up with development, so policy makers (Head of Village, Deputy head of Village, Head of tourim community) encourage to focus on village characteristics that can be addressed to increase exposure priority products ini tourism village [4].Tourism villages are village resources that can be utilized to become local economic resources, need to optimize promotion strategies sustainable product.The existence of sustainable product in tourism village is an attraction that encourage local economic growth.The promotional activities used must be able to reach consumers of tourist visitors through integrated communication channels.

Conclusion
MSMEs, being one of Indonesia's economic cornerstones, must maintain their business model.A 360-degree marketing communication approach developed in brand development for sustainable tourism products must consistently optimize each promotion material in offline and online channels.Product differentiation is one of the marketing methods used to increase profits.Differentiation refers to providing something unique to customers in comparison to competitors' offers.It demonstrated a 360-degree communication model in promotional strategies.Offline promotional initiatives are also included through local events.To boost brand visibility, one example of 360-degree omni-channel marketing is developing promotion content in social media such as video product reviews, sales promotion gimmicks, TikTok video challenges, and so on.
To maximize advertising strategies using a 360-degree communication model, we must concentrate on three stages: pre-purchase, purchase, and post-purchase.For the initial step, we concentrated on developing video challenges or unusual sales promos.This is done to shape brand perception and expectation by emphasizing brand benefits.The second stage includes e-commerce sales promotion activities such as product sampling, packaging, best deal discounts, and quick response sellers.Finally, during the third stage Post-Purchase, MSMEs business owners must retain client retention through numerous touchpoints such as experience loyalty programs in digital platforms.360-degree communication approach should be able to optimize integrated promotional strategies between each phase.This research also presents a model for local and small business practitioners in tourism villages to develop their village's tourism identity by integrating communication channels.Thus, future research should explore how tourist image and identity influence how local communities in tourism villages establish sustainable tourism business models.
This paper also contributed to the sustainable development goals which focus on decent work and economic growth.The existence of sustainable product in tourism village is an attraction that encourage local economic growth.