Factors Influencing Foreign Tourists' Interest in the Ramayana Ballet at Purawisata, Yogyakarta

Abstract

This study aims to analyse the factors influencing foreign tourists' interest in theRamayana Ballet at Purawisata Yogyakarta, one of the cultural attractionsrepresenting traditional Indonesian art. A qualitative approach with the Miles andHuberman interactive data analysis model was used to collect data throughinterviews, observations, and documentation. The study population included allforeign tourists who watched the Ramayana Ballet in the last six months. The samplewas selected using a purposive sampling technique involving five foreign tourists, twoperformance managers, and one digital marketing practitioner. The results showedthat the quality of the performance, which includes the authenticity of the story, theprofessionalism of the dancers, and the visual appeal, is the main factor that attractstourists' interest. Supporting facilities such as comfortable seating, lighting, andacoustics also affect the tourist experience, although transportation accessibility andparking areas need to be improved. In addition, digital promotion through socialmedia has proven effective in increasing tourist awareness of this attraction. Thestrategic location of the Ramayana Ballet provides added value for foreign tourists,although traffic congestion is still an obstacle. This study confirms that acomprehensive strategy, including improving facilities, improving performancequality, and strengthening digital promotion, is needed to maintain theattractiveness and competitiveness of the Ramayana Ballet at the international level.With proper management, Ramayana Ballet can continue to support thepreservation of local culture while contributing to sustainable tourism developmentin Yogyakarta.