Marketing Strategy Formulating Mekarbuana Village Tourism Kec. Tegalwaru Regency. Karawang
DOI:
https://doi.org/10.36276/mws.v21i1.452Keywords:
Marketing Strategy, Mekarbuana Tourism, SWOT Analysis, Tourism MarketingAbstract
Mekarbuana Village, one of the villages in Karawang, has enormous tourism potential. This study aimed to determine and determine the tourism marketing strategy for Mekarbuana village. This study uses descriptive qualitative with SWOT analysis techniques through IFAS and EFAS analysis based on economic, socio-cultural, environmental and village government instruments. Data collection is based on literature study, observation and in-depth interviews with village tourism managers. Based on the results of marketing strategy research, potential development needs to be done. Possible development can be carried out through the potential possessed by the village, one of which is natural potential, making tour packages, using social media as a means of promotion, marketing facilities, improving tourism facilities, and involving the community in developing their MSMEs to encourage innovation through the use of additional tourism such as procurement of homestays, ecotourism-based coffee village tours.
References
Azizah, L. (2021). Strategi Pengembangan Pariwisata Dalam Perspektif Islam Menggunakan Metode Analisis SWOT Halal Tourism (Studi Pada Destinasi Bromo Tengger Tosari Pasuruan). Jurnal Manova, IV(2), 18–36.
Agu,s H (2012). Komunikasi Pemasaran. Jakarta: Erlangga
Inzana, N., Mayunita, S., & Jumaah, S. H. (2021). Strategi Pemasaran dalam Pengembangan Desa Wisata di Lantan Kabupaten Lombok Tengah. Jurnal Ranah Publik Indonesia Kontemporer, 1(2), 110–120.
Fandy, T. ( 2016). Manajemen Strategi Pemasaran. Andi Offset: Yogyakarata.
Kotler, P. (2017). Manajemen Pemasaran II. Jakarta: PT. Prehalindo, EdisiMillenium.
Manalu, S. H. (2021). Strategi Pengembangan Daya Tarik Wisata Air Terjun di Desa Sambangan. Media Wisata, 18(2), 185–194. https://doi.org/10.36276/mws.v18i2.99
Mulyantari, E. (2021). Strategi Pengembangan Situs Manusia Purba Sangiran sebagai Daya Tarik Wisata Budaya. Media Wisata, 14(1). https://doi.org/10.36276/mws.v14i1.245
Paniyasa, I. W. (2013). Strategi Pengembangan Potensi Desa Menjadi Desa Wisata di Kabupaten Tabanan (Studi Kasus Desa Tegal Linggah, Penebel, Tabanan). Jurnal Ilmiah Hospitality Management, 4(1), 1–28.
Pramono, S., Ahmad, I., & Borman, R. I. (2020). Analisis potensi dan strategi penembaan ekowisata daerah penyanga taman nasional way kambas. Jurnal Teknologi Sistem Indorasi, 1(1), 57–67.
Putri, R. A. S. I., Sinyor, E. P., & Putri, A. C. (2018). Strategi Pengembangan Potensi Desa Wisata Berbasis Analisis SWOT Desa Sidomekar dan Penggunaan Aplikasi Tour Guid Online Kabupaten Jember. Strategi Pengembangan Potensi Desa Wisata Berbasis Analisis SWOT Desa Sidomekar Dan Penggunaan Aplikasi Tour Guid Online Kabupaten Jember, 173–187.
Rangkuti, F. (2016). Analisis SWOT Teknik membedah kasus Bisnis. Gramedia Pustaka utama.
Raden, A.K. (2021). Analisis SWOT Terhadap Storynomics Tourism Sebagai Strategi Promosi Pariwisata ( Studi Kasus Kawasan Wisata Kali Cisadane, Kota Tanggerang, Banten Inodnesia ). Dynamic Management Journal, 5(2).
Samtono, & Ardi, R. P. (2021). Strategi Meningkatkan Kepuasan Pengunjung Obyek Wisata Bukit Cinta Banyubiru Kabupaten Semarang. Media Wisata, 19(1), 109–118. https://doi.org/10.36276/mws.v19i1.71
Suwarsono, M. (2018). Manajemen Strategik. UPP AMP YKPN.
Triangga, P., Mubyl, M., & Abdullah. (2020). Perumusan Strategi Pemasaran pada Objek Wisata Puncak Pasapa di Desa Saludengen Kecamatan Bambang Kabupaten Mamasa. Jurnal Akmen, 17(1), 66–76.
Yulius, H.N. (2019). Analisis SWOT ( Strenght, Weakness, Opportunity, Threats ) Terhadap Kebijakan Pengembangan Pariwisata Provinsi Bali. Jurnal Ilmiah Dinamika Sosial, 3(1).
Downloads
Published
How to Cite
Issue
Section
Categories
License
Copyright (c) 2023 Neni Sumarni
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
