Analysis of marketing strategies in the context of revitalizing the tourist destination of Senggigi West Lombok
The purpose of this study is to analyze and identify marketing strategies for the revitalization of West Lombok’s Senggigi Tourism Destination. The research method used in this study is a mixed method between qualitative and quantitative. The strategy analysis pattern used in analyzing marketing str...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2024-01-01
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| Series: | SHS Web of Conferences |
| Online Access: | https://www.shs-conferences.org/articles/shsconf/pdf/2024/02/shsconf_access2024_04011.pdf |
| _version_ | 1797315676646408192 |
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| author | Permadi Lalu Adi Tara Nur Aida Arifah Septiani Emilia |
| author_facet | Permadi Lalu Adi Tara Nur Aida Arifah Septiani Emilia |
| author_sort | Permadi Lalu Adi |
| collection | DOAJ |
| description | The purpose of this study is to analyze and identify marketing strategies for the revitalization of West Lombok’s Senggigi Tourism Destination. The research method used in this study is a mixed method between qualitative and quantitative. The strategy analysis pattern used in analyzing marketing strategies in the Framework for Revitalization of Senggigi Tourism Destinations is SWOT analysis. The findings of this research show that the main strengths for marketing Senggigi tourism are that “Accommodation and supporting facilities are readily available in Senggigi” and “The Senggigi tourism destination has several attractions, including beaches, hills, and forests.” The main weaknesses were “ Tourism management has not been optimal for all tourism objects in Senggigi” and “accessibility on public transportation is not adequate for tourists.” Based on the SWOT Matrix, there were alternative marketing strategies that could be implemented, such as “improving and making attractive promotions for tourists; managing and maintaining well the tourism object area as the destination main product, and adding interesting annual events as a valuable addition to the product.” |
| first_indexed | 2024-03-08T03:07:14Z |
| format | Article |
| id | doaj.art-d3c990300f65406b809f3282a97818cb |
| institution | Directory Open Access Journal |
| issn | 2261-2424 |
| language | English |
| last_indexed | 2024-03-08T03:07:14Z |
| publishDate | 2024-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | SHS Web of Conferences |
| spelling | doaj.art-d3c990300f65406b809f3282a97818cb2024-02-13T08:37:04ZengEDP SciencesSHS Web of Conferences2261-24242024-01-011820401110.1051/shsconf/202418204011shsconf_access2024_04011Analysis of marketing strategies in the context of revitalizing the tourist destination of Senggigi West LombokPermadi Lalu Adi0Tara Nur Aida Arifah1Septiani Emilia2Tourism Program Study and Management Department, Faculty of Economics and Business, Universitas MataramManagement Department, Faculty of Economics and Business Universitas MataramManagement Department, Faculty of Economics and Business Universitas MataramThe purpose of this study is to analyze and identify marketing strategies for the revitalization of West Lombok’s Senggigi Tourism Destination. The research method used in this study is a mixed method between qualitative and quantitative. The strategy analysis pattern used in analyzing marketing strategies in the Framework for Revitalization of Senggigi Tourism Destinations is SWOT analysis. The findings of this research show that the main strengths for marketing Senggigi tourism are that “Accommodation and supporting facilities are readily available in Senggigi” and “The Senggigi tourism destination has several attractions, including beaches, hills, and forests.” The main weaknesses were “ Tourism management has not been optimal for all tourism objects in Senggigi” and “accessibility on public transportation is not adequate for tourists.” Based on the SWOT Matrix, there were alternative marketing strategies that could be implemented, such as “improving and making attractive promotions for tourists; managing and maintaining well the tourism object area as the destination main product, and adding interesting annual events as a valuable addition to the product.”https://www.shs-conferences.org/articles/shsconf/pdf/2024/02/shsconf_access2024_04011.pdf |
| spellingShingle | Permadi Lalu Adi Tara Nur Aida Arifah Septiani Emilia Analysis of marketing strategies in the context of revitalizing the tourist destination of Senggigi West Lombok SHS Web of Conferences |
| title | Analysis of marketing strategies in the context of revitalizing the tourist destination of Senggigi West Lombok |
| title_full | Analysis of marketing strategies in the context of revitalizing the tourist destination of Senggigi West Lombok |
| title_fullStr | Analysis of marketing strategies in the context of revitalizing the tourist destination of Senggigi West Lombok |
| title_full_unstemmed | Analysis of marketing strategies in the context of revitalizing the tourist destination of Senggigi West Lombok |
| title_short | Analysis of marketing strategies in the context of revitalizing the tourist destination of Senggigi West Lombok |
| title_sort | analysis of marketing strategies in the context of revitalizing the tourist destination of senggigi west lombok |
| url | https://www.shs-conferences.org/articles/shsconf/pdf/2024/02/shsconf_access2024_04011.pdf |
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