Village Tourism Marketing from an SDL Perspective Based on Local Wisdom: Durian Bangunkarya Festival

This study aims to fill the knowledge gap on landscape quality management of durian festival event services to encourage the growth of tourism villages. Data from the population of destination development actors involved in the event were collected through interviews and documentation using the Service-Dominant-Logic concept. Village heads, Pokdarwis, local community groups, and outsiders were the resource persons. Interactive models are used to analyse data, starting with data collection, condensation, display, and making inferences. The results showed the social character of the destination service landscape design to the advantage of the absolute value of the location based on local wisdom and culture. The study’s findings show that local communities and tourism awareness groups have adopted all eight parts of the SDL concept for destination marketing. Customers are treated internally by the administration of Desa Wisata Bangunkarya while still developing cultural values and local wisdom. It was supported by customer engagement since the establishment of the tourism village to ongoing development through the provision of durian agrotourism products, homestays, durian trade rest areas, and durian heritage forests. The authenticity of this research lies in the concept of quality of the service landscape.