Author(s)

Nancy Mandey^1*, Maryke Alelo², Mirjam Pratidina Tenda²

¹Department of Marketing Management Program, Manado State Polytechnic, Manado, Indonesia.
²Department of Tourism Program, Manado State Polytechnic, Manado, Indonesia.

Tourism in Indonesia has developed rapidly both in terms of quality and type of tourism. Manado State Polytechnic has the potential to become a tourist destination as an educational tourism destination. As one of the providers of vocational education, Polytechnic has research results that can be used as learning materials or used by the community. Therefore, it is necessary to create an educational tourism destination so that people can learn from the Manado State Polytechnic. Promotion of tourist destinations through websites is expected to reach many people. Therefore, this research aims to determine the factors that influence the use of websites to build educational tourism destinations. To achieve this goal, qualitative research methods were used. The data collection technique uses in-depth interview techniques. Through Focus Group Discussion (FGD) to obtain the required information. The informant determination technique uses a determination technique based on the researcher’s subjective considerations (Sugiyono, 2012). The validity test technique uses a triangulation test, namely a technique for checking the validity of data by comparing it with other sources. The analysis method uses the SWOT analysis method, namely strengths and weaknesses from within as well as opportunities and threats from outside. This research uses a descriptive qualitative format to qualitatively describe the Canvas Business Model. Designing a Canvas Business Model to identify elements of website formation based on data from the results of discussions in Focus Group Discussions (FGD) and field observations. The results obtained show that there are opportunities for the development of educational tourism on a wider scale, greater interest from the younger generation and increased tourist satisfaction with this form of recreation. The application of the canvas business model on educational tourism websites can be a guide for campuses in implementing the concept of educational tourism and other academics to develop ideas that combine educational tourism with tourism.

Edutourism, Politechnic, Canvas Business Model, Website

Mandey, N. , Alelo, M. and Tenda, M. (2023) Improving Educational Tourism Marketing by Utilizing Website. Open Journal of Social Sciences, 11, 607-617. doi: 10.4236/jss.2023.1112040.