ANALISIS STRATEGI MARKETING MIX DALAM MENINGKATKAN DAYA TARIK PENGUNJUNG UNTUK WISATA YANG BERKELANJUTAN (Studi Kasus pada Dino Park Jawa Timur Park 3)

The increasing number of similar tourist destinations can cause a decrease in the attraction of visitors to the same industry. Various promotions carried out by the company include holding various events at several parks in East Java Park 3. This research will focus on the implementation of the marketing mix strategy carried out by Dino Park to increase the attractiveness of their destination. This research was carried out using a qualitative approach using a purposive sampling technique to determine the research subjects. The research subjects were determined using Dino Park's internal parties, namely employees, and visitors as Dino Park's external parties. The data analysis technique in this research uses data reduction techniques, data presentation, conclusions and verification. Data collection was carried out by means of interviews, observation and documentation. Researchers succeeded in analyzing the application of the seven marketing mix indicators at Dino Park, and the results show that the application of marketing mix strategies at Dino Park can have an impact in increasing the attraction of their visitors. However, researchers found several things that still need to be improved, some of which include improving the quality of content that has been carried out, both in terms of visuals and the content of the content. Apart from that, Dino Park must also continue to innovate in their products, especially their rides.