STRATEGI PEMASARAN DALAM MENINGKATKAN KUNJUNGAN WISATAWAN KE WISATA ALAM GUNUNG JAE DI LOMBOK

Abstract

This study aims to develop marketing strtategies to increase tourist visits to the Gunung Jae natural tourism sate in Lombok. Using SWOT analysis and qualitative approach, the research identifies internal and external factors influencing the promotion of Gunung Jae. The results indicate that growth strategies throught concentration with an aggressive approach and horizontal integration are the most effective. Impementation includes the development of nature-based and ecotourism packages, the utilization of digital technologi, event organization, and infrastructure enhancement.