ANALISIS STRATEGI PEMASARAN DESA-DESA WISATA DI KECAMATAN SEMBALUN KABUPATEN LOMBOK TIMUR
ANALYSIS OF MARKETING STRATEGIES OF TOURIST VILLAGES IN SEMBALUN DISTRICT, EAST LOMBOK REGENCY
Keywords:
Marketing Strategy, Tourist Village, SWOT AnalysisAbstract
This research aims to determine and analyze the marketing strategy of tourist villages in Sembalun District, East Lombok Regency. This type of research is qualitative descriptive research. The data in this research was obtained through observation, interviews and documentation techniques. This research uses SWOT analyze (Strengths Weakness Opportunities and Threats) analysis. Meanwhile, to check the validity of the data using triangulation techniques. The research results show that the strategy implemented by the Sembalun District Tourism Village is to use online media and websites to market existing tourism potential. Apart from that, tourism management in Sembalun District is carried out with the active role of the community and related parties in the tourism development process. Then the results of the SWOT analysis are in Quadrant I, namely by carrying out an aggressive strategy, which is a strategy created by maximizing strengths to take advantage of existing opportunities.
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