ANALISIS STRATEGI PEMASARAN PARIWISATA DI DESA KETAPANG RAYA KECAMATAN KERUAK, LOMBOK TIMUR

Abstract

The purpose of this study was to analyze tourism marketing strategies in Ketapang Raya Village, Keruak District, East Lombok. The type of research approach used by researchers in this study is the type of descriptive approach. While the type of research used is qualitative research. In determining the informants as sources of data in this study the authors used purposive sampling technique. The results showed that in the marketing strategy carried out by Ketapang Raya Village the marketing process was divided into several stages, starting with segmentation, targeting, positioning, marketing mix. The most effective marketing strategy is to use word of mouth promotion because visitors who have visited the tourist attraction in Ketapang Raya Village will influence their colleagues or family to visit the tourist attractions.

Keywords : Marketing Strategy, Tourism, SWOT Analysis, Marketing Mix