Analysis of Marketing Strategy in Increasing the Tourist Vis

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.