The Management of Local Wisdom Tourism of Baduy Tribe by Department of Tourism of Lebak Regency, Banten, Indonesia in Increasing the Number of Tourists


  • Farid Hamid Umarella Faculty of Communication, Universitas Mercu Buana, Jakarta, Indonesia
  • Dewi Sad Tanty Faculty of Communication, Universitas Mercu Buana, Jakarta, Indonesia
  • Aprezia Anjanie Faculty of Communication, Universitas Ibnu Chaldun, Jakarta, Indonesia



Tourism management; Tourism promotion; Local wisdom; Baduy Tribe


The Baduy Village is one of the tourist destinations located in Lebak Regency, Banten, Indonesia. The Department of Tourism of Lebak Regency manages the tourism potential of the Baduy tribe which is loaded with the local wisdom besides its natural beauty.

This study aimed to analyze the management of local wisdom tourism of Baduy tribe by the Department of Tourism of Lebak Regency Banten, Indonesia in increasing the number of tourists.

A constructivist paradigm with a case study method was used in this study. The informants were from the Department of Tourism of Lebak Regency and tourists who have been to the Baduy Village. The data collection was done through structured interviews, observations and literature studies. The qualitative data analysis technique was carried out to reveal the tourism management. The research results showed that the tourism management through promotion strategies used segmentation, targetting, and positioning approaches based on geographic, psychographic, and demographic. It also used the promotional media


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How to Cite

Umarella , F. H., Tanty, D. S., & Anjanie, A. (2020). The Management of Local Wisdom Tourism of Baduy Tribe by Department of Tourism of Lebak Regency, Banten, Indonesia in Increasing the Number of Tourists. Asian Journal of Humanities and Social Studies, 8(5).