Analisis Strategi Pemasaran Dalam Rangka Revitalisasi  Wisata Kerandangan dan Mangsit Kabupaten Lombok Barat

Lalu Sulfandi Pratama; Lalu Adi Permadi

doi:10.29303/jseh.v10i1.457

Authors

Lalu Sulfandi Pratama Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mataram
Lalu Adi Permadi Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Mataram

DOI:

https://doi.org/10.29303/jseh.v10i1.457

Keywords:

Revitalization, SWOT, Analysis, Marketing Strategy, Kerandangan Hamlet, Mangsit Hamlet, Nature Tourism Park, Senggigi

Abstract

This study aims to analyze and identify marketing strategies in the context of revitalizing Senggigi tourist destinations, especially in Kerandangan Hamlet and Mangsit Hamlet, West Lombok. The type of research used is descriptive research with a mixed method approach that combines quantitative methods and qualitative methods. The population in this study is people who have visited the tourist destination of Senggigi, especially to Kerandangan Hamlet and Mangsit Hamlet with a sample of 100 respondents. Data collection techniques in this study are observation methods, interview methods, questionnaire methods, literature study methods, documentation methods. The data analysis techniques used in this study are quantitative descriptive analysis, qualitative descriptive analysis and SWOT analysis. The results of the analysis show that the strategy needed for Kerandangan and Mangsit tourist attractions is to grow and build or in other words grow and build. Market strategies that can be done are product development in the form of environmental education tours and maximizing promotional activities for experiences gained while in the region and partnering with local communities.

References

Alim, O. N., Santoso, A. B., & Geografi, J. (2022). Analisis SWOT Strategi Revitalisasi Objek Wisata Waduk Mrica Kecamatan Bawang Kabupaten Banjarnegara. Geo-Image, 11(1).

Andriani, P., Ichsan, A. C., Mahakam, I., & Aji, L. (2020). Analisis Kelayakan Dan Strategi Pengembangan Obyek Daya Tarik Wisata Alam Pada Taman Wisata Alam Kerandangan. Jurnal Pariwisata, 5(2), 112-125.

Anggarini, D. T. (2021). Upaya Pemulihan Industri Pariwisata Dalam Situasi Pandemi Covid -19. Jurnal Pariwisata, 8(1). https://doi.org/10.31294/par.v8i1.9809

Astuti, A. M. I., & Ratnawati, S. (2020). Analisis SWOT Dalam Menentukan Strategi Pemasaran. Jurnal Ilmu Manajemen, 17(2).

Ferdinand, & Augusty. (2014). Metode Penelitian Manajemen, Edisi 5. In Badan Penerbit Universitas Diponegoro.

Iqbal, M., Pradana, W., & Mahendra, G. K. (2021). Analisis Dampak Covid-19 Terhadap Sektor Pariwisata Di Objek Wisata Goa Pindul Kabupaten Gunungkidul. JSPG: Journal of Social Politics and Governance

Kotler, P., & Keller, K. L. (2016). Marketing Management. Global Edition (Vol. 15E). In Global Edition (Vol. 15E, Issue 4).

Putri, M. A., Rahayu, A., & Dirgantari, P. D. (2023). Analisis strategi pemasaran menggunakan matriks SWOT, matriks IFE, matriks EFE, dan matriks IE (Studi kasus pada bisnis Banjjagim.id). Jurnal Manajemen Bisnis Dan Kewirausahaan, 7(1). https://doi.org/10.24912/jmbk.v7i1.20703

Rachmawati Novaria, A. R. (2019). Komunikasi “Social Marketing” Dalam Proses Difusi Inovasi Revitalisasi Masyarakat Desa Wisata “Kampung Lawas Maspati”. Jurnal ilmu komunikasi, 2(1). https://doi.org/10.23969/linimasa.v2i1.1383

Romano, A., Parera, S. M., Ningsi, I., & Rachman, A. (2021). Potensi Ekowisata Taman Wisata Alam Kerandangan Di Desa Senggigi Kecamatan Batu Layar Kab. Lombok Barat Prov. NTB. In Jurnal Silva samalas: Journal of Forestry and Plant Science (Vol. 4).

Sugiono. (2018). Metode Penelitian Kuanti dan Kualitatif. CV. Alfabeta.