Perumusan Strategi Pemasaran Pariwisata Pada Dinas Pariwisata Dan Kebudayaan Kabupaten Malang

Setiawan, Markus Edi (2017) Perumusan Strategi Pemasaran Pariwisata Pada Dinas Pariwisata Dan Kebudayaan Kabupaten Malang. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini dilakukan dengan tujuan untuk mendapatkan rumusan strategi pemasaran pariwisata yang sesuai untuk Dinas Pariwisata dan Kebudayaan Kabupaten Malang atau yang disingkat Disparbud Kabupaten Malang. Jenis penelitian ini adalah kualitatif deskriptif. Penelitian ini menggunakan teknik pengumpulan data dengan cara wawancara, observasi dan dokumen. Teknik perumusan strategi pemasaran menggunakan analisis faktor eksternal dan faktor internal yang disesuaikan dengan Visi, Misi dari Disparbud Kabupaten Malang serta memperhatikan tujuan dan sasaran pemasaran. Berdasarkan hasil analisis faktor eksternal dan internal diketahui bahwa Disparbud Kabupaten Malang berada pada posisi kuadran II, selanjutnya dilakukan analisis terhadap Visi, Misi, tujuan dan sasaran pemasaran. Hasil analisis menunjukkan strategi pemasaran yang dapat diterapkan adalah : strategi penetrasi pasar, strategi pengembangan produk dan strategi integrasi ke belakang. Berdasarkan strategi pemasaran tersebut, maka terdapat beberapa langkah atau kegiatan untuk implementasi strategi pemasaran, yakni : pembuatan vlog untuk obyek wisata, membuat wisata tempo dulu di Kabupaten Malang, membuat sistem aduan online dan membuat blue print untuk sistem pelaporan pengelola wisata.

English Abstract

The objective of this study is to obtain appropriate tourism marketing strategy for Tourism and Cultural Service of the regency of Malang. The data of this study are collected through interviews, observations, and documentations. The formulation of the strategy uses external and internal factor analysis based on the vision and the mission of the service by considering the marketing target and objective. The results of the external and internal factor analysis, Tourism and Cultural Service of the regency of Malang is in quadrant II. The analysis on the vision and mission of the service and its marketing target and objective shows several marketing strategies; they are market penetration, product development, and backward integration. Based on the marketing strategy, the activities that should be conducted are making vlog for tourism object, making events that introduce the past times of the regency of Malang, making online complaint system, and making blue print for tourism management reporting system.

Item Type: Thesis (Sarjana)
Identification Number: SKR/FE/2017/823/051802819
Uncontrolled Keywords: Pemasaran Pariwisata, Strategi, Tujuan dan Sasaran pemasaran,Visi dan Misi
Subjects: 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Yusuf Dwi N.
Date Deposited: 05 Apr 2018 02:42
Last Modified: 02 Nov 2021 05:55
URI: http://repository.ub.ac.id/id/eprint/9197
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