Strategi Pemasaran Objek Wisata Dermaga Wisata Sungai Mesuji Di Kabupaten Mesuji
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Institusion
Universitas Muhammadiyah Metro
Author
Septiawan, Rudi
Subject
Manajemen
Datestamp
2022-10-31 07:45:10
Abstract :
Rudy Septiawan. 2020. Marketing Strategy of the Tourism Object of the Mesuji River Tourism Tour in Mesuji Regency. Thesis. Master of Management Study Program, Metro Muhammadiyah University. Advisors (1) Dr. Suharto, S.E., M.M. Advisor (2) Dr. Bambang Suhada S.E., M.Sc. This study aims to formulate alternative priorities for the right marketing strategy to be implemented at the Mesuji River Tourism Pier in Mesuji Regency. Data is collected by a questionnaire and interview system. This research is a descriptive research. The results of the study are to produce a SWOT matrix and several strategies as follows: The main strength possessed by the tourist attraction of the river dock mesuji is the strong support of the Regional Government and the main weaknesses that must be overcome by the attraction of the river dock mesuji namely the lack of promotion. mesuji river jetty tourism object that is a tourist package and the main threat that must be faced is tourists who are easily bored. From the results of the IE matrix analysis, it was found that the attractions of the river mesuji are in quadrant II with a suitable strategy that is intensive strategy. The marketing strategy that must be carried out by the tourism object of the Mesuji river pier is developing products, conducting promotions by penetrating markets throughout the Mesuji Regency and finally promoting the expansion of markets outside the Mesuji Regency.
Rudy Septiawan. 2020. Marketing Strategy of the Tourism Object of the Mesuji River Tourism Tour in Mesuji Regency. Thesis. Master of Management Study Program, Metro Muhammadiyah University. Advisors (1) Dr. Suharto, S.E., M.M. Advisor (2) Dr. Bambang Suhada S.E., M.Sc. This study aims to formulate alternative priorities for the right marketing strategy to be implemented at the Mesuji River Tourism Pier in Mesuji Regency. Data is collected by a questionnaire and interview system. This research is a descriptive research. The results of the study are to produce a SWOT matrix and several strategies as follows: The main strength possessed by the tourist attraction of the river dock mesuji is the strong support of the Regional Government and the main weaknesses that must be overcome by the attraction of the river dock mesuji namely the lack of promotion. mesuji river jetty tourism object that is a tourist package and the main threat that must be faced is tourists who are easily bored. From the results of the IE matrix analysis, it was found that the attractions of the river mesuji are in quadrant II with a suitable strategy that is intensive strategy. The marketing strategy that must be carried out by the tourism object of the Mesuji river pier is developing products, conducting promotions by penetrating markets throughout the Mesuji Regency and finally promoting the expansion of markets outside the Mesuji Regency.
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