STRATEGI PEMASARAN TAMAN WISATA SELOREJO NGANTANG MALANG

Agustiningrum, Dwi (2008) STRATEGI PEMASARAN TAMAN WISATA SELOREJO NGANTANG MALANG. Other thesis, University of Muhammadiyah Malang.

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Abstract

This represents an applied research on Selorejo Tourism Park of Ngantang of Malang. The research purpose is to formulate the appropriate marketing strategy in Selorejo Tourism Park. The used research instrument to know the marketing strategy formulation appropriate for Selorejo Tourism Park is SWOT Matrix. Previously it uses SWOT analysis. The research result using SWOT analysis, it is shown that external environment factors consist of opportunity and threat. East Java population density and growing rate of East Java population, Law No. 25 year 2000 about regional autonomy and Impress no. 16 year 2005 about culture and tourism development, internet technology usage and competitors in industry are included in opportunity. While threat for Selorejo Tourism Park is the decreasing of economy growth in East Java. Internal environment factors consist of strength and weaknesses. Selorejo Tourism Park’s strength is it has 14 sufficient facilities, many workers, friendly services, and competitive prices. While its weaknesses are there is not direct distribution, the less of promotion, and its entry process of visitor is too long. Based on SWOT Matrix instrument, there are 4 produced strategy alternatives and they can be used for marketing Selorejo Tourism Park. They are SO strategy and if it is connected to the theory, the strategy can be identified as market development strategy. So, the appropriate strategy to market Selorejo Tourism Park is SO strategy. While, WO, ST, and WT strategies are as complementary strategy to encourage Selorejo Tourism Park advance. Based on the conclusion above, the research can implement that Selorejo Tourism Park should use SO strategy firstly or market development with a purpose to expand the market to obtain new customers and to increase visiting numbers by improving promotion activities and open new marketing office. By this strategy, it is expected that it can expand marketing range and increase the number of visitor.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Economic > Department of Management
Depositing User: Anggit Aldila
Date Deposited: 27 Apr 2012 03:39
Last Modified: 27 Apr 2012 03:39
URI: http://eprints.umm.ac.id/id/eprint/3199

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