SUSILOWATI, MG. WESTRI KEKALIH The Pull and Push Marketing Strategy for Sustainable Ecotourism: The Study of Ecotourism of Kabalong, Pekalongan Regency, Indonesia. In: 7th ICBE, March 18-19, 2022, virtually via Zoom video conferencing.

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Abstract

The tourism sector has a significant contribution to the economy. It contributes to global Gross Domestic Product (GDP), foreign exchange, and employment. Directly and indirectly, it has an effect on the food industries, accommodation, and hospitality. According to The World Travel & Tourism Council (WTTC), the tourism sector was noted as the 9th highest growth sector in the world, or 3rd in Asia, and first in the Southeast Asia region in 2018. Unfortunately, it is experiencing a decline because of COVID-19. The Covid-19 also spawned the Indonesian tourism industry. Therefore, it needs to build a strategy to rise of tourism sector aftermath of the COVID-19. Pull and push marketing strategy seems to be the best choice. Conducted the field research, this study explored the external and internal factors to travel to Kabalong. The result showed, there are artificial, religion, natural, and historical tourism. The internal factors that match consist recreation/relaxing, sports, culture/historical/Pilgrimage, and Summit. However, there are problems related to the development of the area, namely spirit and vision changes following changes in local leaders, sectoral-ego in terms of concern with their village, and the weaknesses of tourism management, especially in promoting

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