ANALISIS PENENTUAN STRATEGI PEMASARAN DENGAN KONSEP MARKETING MIX PADA DAYA TARIK WISATA GILI LAMPU LOMBOK TIMUR

  • Yona Floranika Sekolah Tinggi Pariwisata Mataram
  • Erri Supriyadi Sekolah Tinggi Pariwisata Mataram
  • I Wayan Nuada Sekolah Tinggi Pariwisata Mataram
Keywords: Strategy, Marketing, Marketing Mix, Tourist Attraction, Gili Lampu.

Abstract

Gili Lampu is a marine tourism destination that has potential with uniqueness and characteristics that are not owned by other tourist destinations in the vicinity which are expected to attract large numbers of tourists, one way is to do marketing. This study will discuss the marketing strategy carried out by the Gili Lampu manager using the concept of the marketing mix, the aim is to find out the obstacles in the application of the strategy that has been carried out. This research method uses a qualitative method with a descriptive approach. The results of this study reveal that the marketing strategy carried out by the Gili Lampu manager uses the concept of a marketing mix, especially the 8p marketing mix, where for each 8p variable it has been carried out namely product, price, place, promotion, people, packaging, program and partnership. , there are several variables that are still not optimally carried out by the manager such as products, prices, promotions and programs. For this reason, it is very important to determine the right marketing strategy for tourist destinations because it will have a very large influence in increasing the number of tourist visits.

References

[1] Diarta, I. K. S. (2015). Branding dan 8P Sebagai Pendekatan Pemasaran Produk dan Daya Tarik Wisata Pertanian dalam Agrowisata. Promosi Agrowisata: Merajut Sinerja Dan Menjaga Keberlanjutan. UNUD.18-19
[2] Lupiyoadi, Rambat. (2013). Manajemen Pemasaran Jasa Berbasis Kompetensi (Edisi 3). Jakarta: Salemba Empat.148
[3] Sutiksno, Dian U. et al. 2020 Tourism Marketing. Yayasan Kita Menulis. Vol.1. Hal.28-31
[4] Widokarti, J. R., & Priansa, D. J. (2019). Komunikasi Pemasaran Terpadu Dalam Industry Pariwisata. Bandung: Alfabeta. Hal 70-84
Published
2022-11-16
How to Cite
Floranika, Y., Supriyadi, E., & Nuada, I. (2022). ANALISIS PENENTUAN STRATEGI PEMASARAN DENGAN KONSEP MARKETING MIX PADA DAYA TARIK WISATA GILI LAMPU LOMBOK TIMUR. Journal Of Responsible Tourism, 2(2), 223-232. https://doi.org/10.47492/jrt.v2i2.2156
Section
Articles