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Abstract
This research aims to optimize the utilization of the landside area at Yogyakarta International Airport as a commercial space, to increase non-aeronautical revenue by organizing events. This research employs a qualitative approach with descriptive methods, utilizing data collection techniques that include field observations, interviews, and documentation, which are validated through source triangulation. The results of the analysis show that the location of Tugu Malioboro, which is the land area of Yogyakarta International Airport, has great potential to be developed as an interactive and productive zone, but its utilization is still limited due to rent constraints and a lack of collaborative marketing strategies. Through the Value Proposition Canvas approach, it was found that organizing events with the support of MSMEs, local governments, and sponsors was able to create added value for service users and local businesses, while strengthening the airport's image as a center of economic and cultural activities. This strategy contributes to increasing non-aeronautical revenue and strengthening the airport's socio-economic functions.
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References
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References
S. J. G. Wensveen, Air Transportation: A Management Perspective, 9th ed. New York, NY, USA: Routledge, 2019.
International Civil Aviation Organization (ICAO), Annex 14 – Aerodromes, Volume I: Aerodrome Design and Operations, 8th ed. Montreal, QC, Canada, 2018.
D. Rucińska, R. P. De Luca, and D. M. Bellis, The Air Transport System, London, U.K.: Routledge, 2012.
A. Graham, Managing Airports: An International Perspective, 5th ed. London, U.K.: Routledge, 2023.
A. Button, Transport Economics, 3rd ed. Cheltenham, U.K.: Edward Elgar Publishing, 2010.
A. Aldiefa and T. Oktavianor, “Analisis strategi bisnis non-aeronautika PT Angkasa Pura I Bandara Internasional Syamsudin Noor Banjarmasin,” Jurnal Bisnis dan Pembangunan, vol. 12, no. 3, p. 63, 2023, doi: 10.20527/jbp.v12i3.17986.
International Air Transport Association (IATA), Airport Commercial Revenues and Management, Montreal, QC, Canada, 2020.
D. A. Candra and D. Afriyanto, “Faktor yang mempengaruhi pendapatan non-aeronautical di bandara: lokasi strategis, volume lalu lintas, ruang komersial, strategi pemasaran, dan kerja sama bisnis,” Jurnal Akuntansi, Keuangan, Perpajakan dan Tata Kelola Perusahaan, vol. 1, no. 4, pp. 374–387, 2024, doi: 10.59407/jakpt.v1i4.858.
H. C. Pratiwi, “Upaya peningkatan fungsi Yogyakarta International Airport di masa pandemi COVID-19 melalui kegiatan wisata bandar udara,” Jurnal Flight Attendant Kedirgantaraan, vol. 4, no. 2, pp. 201–210, 2022.
N. Rahman et al., “Pengaruh lokasi dan fasilitas transportasi terhadap minat pengguna jasa layanan Bandar Udara Internasional Yogyakarta,” Jurnal Kewarganegaraan, vol. 6, no. 1, 2022.
S. Al Farisi, M. I. Fasa, and Suharto, “Peran UMKM (usaha mikro kecil menengah) dalam meningkatkan kesejahteraan masyarakat,” Jurnal Dinamika Ekonomi Syariah, vol. 9, no. 1, pp. 73–84, 2022, doi: 10.53429/jdes.v9ino.1.307.
J. D. Kasarda and G. Lindsay, Aerotropolis: The Way We’ll Live Next, New York, NY, USA: Farrar, Straus and Giroux, 2011.
A. Freathy, “The commercialization of European airports: retail revenue development and management,” Journal of Air Transport Management, vol. 10, no. 4, pp. 213–220, 2004.