SLEEP TOURISM AS A STRATEGIC MARKETING COMMUNICATION TOOL FOR ATTRACTING WELLNESS- ORIENTED TRAVELERS IN INDONESIA

Rusli Akhmad Junaedi; Mushthofa Kamal; Firda Diartika; Hablana Rizka; Tri Rafika Diyah  Indartin

doi:10.52423/jikuho.v10i4.1619

Authors

Rusli Akhmad Junaedi Politeknik Negeri Jember
Mushthofa Kamal Politeknik Negeri Jember
Firda Diartika Politeknik Negeri Jember
Hablana Rizka Politeknik Negeri Jember
Tri Rafika Diyah Indartin Politeknik Negeri Jember

DOI:

https://doi.org/10.52423/jikuho.v10i4.1619

Keywords:

Indonesia, Sleep Tourism, Strategic Marketing Communication, Wellness Tourism

Abstract

This study investigates travelers’ and hotel managers’ perceptions and experiences of sleep tourism in Indonesia as a strategic marketing tool for attracting health-oriented travelers. This research was inspired by the increasing public awareness of the importance of mental and physical health, especially after the pandemic, as demand for tourism programs that support sleep quality becomes more critical and Indonesia’s potential as a sleep tourism destination is integrated into the health tourism sector. This research used a qualitative approach with a case study design. Data collection techniques were triangulated by collecting data through in-depth interviews, observation, and documentation. The data analysis technique used was thematic analysis. The results of this study indicate that sleep tourism has significant potential in Indonesia through an emphasis on developing health tourism programs integrated with sleep tourism experiences, supported by effective marketing through digital channels to increase tourist participation in the post-pandemic health tourism segment. Further research is recommended to evaluate the impact of sleep tourism programs on traveler experience and satisfaction in more depth by exploring cross-sector collaboration

References

Caspero, A. (2025). Travelers Are Prioritizing Sleep in 2025. https://www.meetings-conventions.com/News/Latest-News/Travelers-Are-Prioritizing-Sleep-in-2025

Dewi, N. K. J., Elistyawati, I. A., Susanto, B., Suja, I. K., & Astuti, N. W. W. (2023). Implementation of Wellness Tourism to Enhance Guest Satisfaction at The Westin Resort & Spa Ubud. International Journal of Glocal Tourism, 4(3), 208-218.

Dodds, R. (2007). Sustainable tourism policy—rejuvenation or a critical strategic initiative. Anatolia, 18(2), 277-298.

Dodds, R., & Graci, S. (2012). Sustainable tourism in island destinations. Routledge.

Gai, A. M., Mahmudin, T., Violin, V., Utama, A. N. B., & Apramilda, R. (2024). Analysis of The Effect of Cultural Tourism Development, Accessibility, and Economic Policy on Tourism Competitiveness in Indonesia. International Journal of Engineering, Science and Information Technology, 4(2), 16-20.

Hikmah, N., Fauziyah, N. K., Septiani, M., & Lasari, D. M. (2022). Healing Sebagai Strategi Coping Stress Melalui Pariwisata. Indonesian Journal of Tourism and Leisure, 3(2), 113-124.

Hotasina, C. Y. (2023). Pembelajaran Pengembangan Destinasi Wisata Kebugaran di Prov. DIY dan Prov. Bali sebagai Potensi Produk Wisata di Ibu Kota Negara. Journal of Applied Science (Japps), 4(1), 022–032.

Junaedi, R.A., & Soekrani, T. S. (2023). Pengaruh Implementasi Strategi IMC terhadap Keputusan Mendaftar Siswa di SMK Telkom Sidoarjo Tahun Ajaran 2022/2023. Komunikatif: Jurnal Ilmiah Komunikasi, 12(1), 62–79. https://doi.org/10.33508/jk.v12i1.4478

Junaedi, R.A. (2024). Analysis of Integrated Marketing Communication Strategy for Surabaya Medical Tourism. Journal of Language, Communication, and Tourism, 3(1), 1–14. https://doi.org/10.25047/jlct.v3i1.5441

Junaedi, R.A. (2025). Manajemen Produksi Iklan: Dari Pra Produksi Hingga Pasca Produksi. PT. Mafy Media Literasi Indonesia.

Junaedi, R.A., Rahmatullah, M.A., Anggoro, A.D., & Safira, J.Z. (2025). Peran Media Sosial dalam Membentuk Citra Destinasi Pariwisata Kabupaten Bondowoso. Jurnal Al Azhar Seri Ilmu Sosial, 6(1), 45—55. http://dx.doi.org/10.36722/jaiss.v6i1.3933

Ke, W. (2024). The Impact of Tourism Policies on the Competitiveness of Tourist Destinations. Economics, Law and Policy, 7(1), p.126. https://doi.org/10.22158/elp.v7n1p126

Kriyantono, R. (2021). Teknik Praktis Riset Komunikasi Kuantitatif dan Kualitatif. Kencana

Kurniawan, L.L. (2018). Promoting Indonesia as a Wellness Tourism Destination. KnE Social Sciences, 3(10). https://doi.org/10.18502/kss.v3i10.3378

Mahendra, D. (2024). The Impact of Tourism on the Preservation and Transformation of Cultural Identity in Bali, Indonesia. Studies in Social Science & Humanities, 3(6), 34–41.

Mananda, I. G. S., & Kristanto, Y. (2023). Entrepreneurship-based potential wellness tourism di Bali. Jurnal Aisyah: Jurnal Ilmu Kesehatan, 8(3).

Novita, A. A., Ngindana, R., & Putra, E. (2024). Preserving cultural heritage: Integrating traditional values and local arts for sustainable tourism. Jurnal Inovasi Ilmu Sosial dan Politik (JISoP), 6(1), 68-77.

Parta, I. B. M. W., & Maharani, I. A. K. (2023). Cultural Tourism in Indonesia: Systematic Literature Review. Vidyottama Sanatana: International Journal of Hindu Science and Religious Studies, 7(2), 189-204.

Permatasari, M. (2023). Potensi Akomodasi dalam Menunjang Pengembangan Pariwisata di Kabupaten Lahat. Jurnal Akademi Pariwisata Medan, 11(2), 74-82.

Prismawati, A. K. Y., & Suryawan, I. B. (2022). Upaya Peningkatan Kunjungan Wisatawan Wellness Tourism di Desa Adat Bindu, Kabupaten Badung, Bali. Jurnal Destinasi Pariwisata, 10(2), 232-239.

Putra, G. K. (2024). Pengaruh Wellnes Tourism Experience Terhadap Tourism Engagement Melalui Variabel Tourism Inspiration. Solusi: Jurnal Ilmiah Bidang Ilmu Ekonomi, 22(1), 36-43.

Raxmonov, S. (2024). International experience of tourist product diversification. Iqtisodiy Taraqqiyot va Tahlil, 2(7), 150–157. https://doi.org/10.60078/2992-877x-2024-vol2-iss7-pp150-157

Smith, M. K. New trends in wellness tourism: Restoration and regeneration. In Routledge Handbook of Trends and Issues in Global Tourism Supply and Demand (pp. 480–496). Routledge.

Statista Research Department. (2025). Wellness tourism expenditure worldwide 2019-2023. https://www.statista.com/statistics/318603/wellness-tourism-expenditure-by-region-worldwide/

Sousa, V., Vázquez, M., & Faustino, P. (2024). Challenges and opportunities of strategic communication in health and wellness tourism in Portugal. Redmarka. Revista de Marketing Aplicado, 28(2), 114-130.

Surya, A. P. (2024). The Role of Ecotourism in Promoting Sustainable Economic Development in Indonesia. Journal of World Economy, 3(1), 43–48.

Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.

Tiofani, K. & Sukmana, Y. (2025). Mengenal Sleep Tourism, Wisata Tidur yang Diprediksi Jadi Tren 2025. https://travel.kompas.com/read/2025/01/26/150400427/mengenal-sleep-tourism-wisata-tidur-yang-diprediksi-jadi-tren-2025.

Widarini, P. S. I., Wijaya, M. & Muhammad, A. (2022). Wellness and Herbal Tourism Based on Local Wisdom as an Alternative to ‘New Tourism. Jurnal Komunikasi, 14(2), 299-321.

Wulandari, L. W. (2024). Strategic Alliance Implementation In Developing Wellness Tourism Trends (Case Study of Putri Kedaton Yogyakarta, Indonesia). Asian Journal of Social and Humanities, 3(3), 573-582.

Yang, Y., Mao, Z., & Zhang, X. (2021). Better sleep, better trip: The effect of sleep quality on tourists' experiences. Annals of Tourism Research, 87, 103153.

Yıldız, S. (2024). Sleep Tourism: Is “Sleeping” Becoming a New Purpose in Tourism? Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 11(4), 141-154.

Yin, R.K. (2018). Case Study Research and Applications: Design and Methods. Sage Publications.