Analysis of Marketing Strategy in Increasing the Tourist Vis

IF 0.1 0 HUMANITIES, MULTIDISCIPLINARY Agathos-An International Review of the Humanities and Social Sciences Pub Date : 2022-07-20 DOI:10.32528/issh.v1i2.175
Alifian Nugraha, Reza Aditya Purnomo, Fernani Nur Hafid, Muhammad Abdul Gofur, Annuru Jati Firdaus
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Abstract

Tourism becomes the one sector that contributes to economy, social and culture. New tourist destinations are not easy to compete with other tours. Therefore, marketing is one of important factors for the success of tourist destinations. This research was conducted at the Jember Mini Zoo, which is a zoo tour that was just opened to the public in May 2021. This study aims to analyze the marketing strategies that was used to increase tourist visits at Jember Mini Zoo. This study uses a qualitative approach by conducting in-depth observations and interviews with informants that comes from the marketing department. The method used to test the data obtained using SWOT analysis. The results of this study are strategies that can be used by Jember Mini Zoo to increase tourist visits as follows: 1. Making Jember Mini Zoo as a quality and valuable tourist spot and also building a corporate image. 2. Improving service quality, maintaining good environmental sustainability, and innovating. 3. Continuously updating rides and other facilities, it is also expanding the scope of marketing area by using direct marketing and digital marketing. 4. Improving the maintenance of existing rides and accelerating the process of making rides, so they don’t lose out to competitors.
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提高旅游客流量的营销策略分析
旅游业成为对经济、社会和文化做出贡献的一个部门。新的旅游目的地不容易与其他旅游目的地竞争。因此,市场营销是旅游目的地成功的重要因素之一。这项研究是在Jember迷你动物园进行的,这是一个于2021年5月刚刚向公众开放的动物园之旅。本研究旨在分析Jember Mini Zoo增加游客访问量的营销策略。本研究采用定性方法,通过对来自营销部门的线人进行深入观察和访谈。检验所用的方法是利用SWOT分析得到的数据。本文的研究结果为Jember Mini Zoo增加游客访问量提供了以下策略:将Jember迷你动物园打造成优质、有价值的旅游景点,树立企业形象。2. 提高服务质量,保持良好的环境可持续性和创新。3.不断更新游乐设施和其他设施,并通过直接营销和数字营销扩大营销范围。4. 改善现有游乐设施的维护,加快制作游乐设施的过程,这样他们就不会输给竞争对手。
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