Marketing Strategy Analysis to Boost Tourism Visits in NTT
Abstract
Tourism is a strategic sector that significantly contributes to economic growth, including in East Nusa Tenggara (NTT) Province, which possesses rich natural and cultural attractions. However, fluctuations in tourist visits indicate the need to evaluate the effectiveness of current marketing strategies. This study aims to analyze tourism marketing strategies in NTT using a SWOT analysis approach and the marketing mix (7Ps), which includes product, price, place, promotion, people, process, and physical evidence. The research method employed is descriptive qualitative, using secondary data from BPS and the Ministry of Tourism and Creative Economy. The SWOT analysis results in SO, WO, ST, and WT strategies that focus on digital promotion, human resource development, sustainable tourism, and integrated planning. This study provides practical strategy recommendations to increase tourist visits and support the inclusive and sustainable growth of the tourism sector in NTT.
Downloads
References
K. Wisnubroto, “Geliat Sektor Pariwisata Pacu Pertumbuhan Ekonomi,” indonesia.go.id. [Online]. Available: https://indonesia.go.id/kategori/editorial/9026/ geliat-sektor-pariwisata-pacu-pertumbuhan- ekonomi?lang=1
BPS - Badan Pusat Statistik Indonesia, “Jumlah Perjalanan Wisatawan Nusantara Menurut Provinsi Tujuan (Perjalanan), 2024,” BPS. [Online]. Available:
https://www.bps.go.id/id/statistics- table/2/MjIwMSMy/jumlah-perjalanan- wisatawan-nusantara-menurut-provinsi-tujuan--perjalanan-.html
Dinas Pariwisata dan Ekonomi Kreatif Provinsi Nusa Tenggara Timur, “Jumlah Daya Tarik Wisata Menurutt Kabupaten/Kota, 2022- 2023,” badan pusat statistik. [Online]. Available: https://ntt.bps.go.id/id/statistics- table/2/MTM3NCMy/jumlah-daya-tarik wisata-menurutt-kabupaten-kota.html
N. S. Rahayu and E. Muafiah, “Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Siswa dalam Memilih Sekolah di SMAN 1 Pulung,” Excel. J. Islam. Educ. Manag., vol. 2, no. 01, pp. 209–222, 2022, doi: 10.21154/excelencia.v2i01.574.
B. Nadhifatur Rifdah and S. Kusdiwanggo, “Faktor-Faktor yang Memengaruhi Partisipasi Masyarakat dalam Pengembangan Kawasan Pariwisata di Indonesia: Tinjauan Literatur Sistematis,” J. Lingkung. Binaan Indones., vol. 13, no. 2, pp. 75–85, 2024, doi: 10.32315/jlbi.v13i2.358.
B. N. Manullang and T. M. Barusman, “Analisis Strategi Pemasaran Bukit Muncak Temiangan Kabupaten Lampung Barat,” J. EMT KITA, vol. 8, no. 1, pp. 32–41, 2024, doi: 10.35870/emt.v8i1.1783.
Agustinawati and C. Puspasari, “Analisis Bauran Pemasaran Destinasi Pariwisata Kota Lhokseumawe,” J. Visioner Strateg., vol. 7, no. 2, pp. 11–17, 2018.
T. Syarifah, W. L. Maftukhah, and Z. Ardina, “Analisis SWOT terhadap Penerapan Marketing Mix 7P dalam Peningkatan Penjualan PT . Hanin Wisata Semesta,” vol. 6, no. 1, pp. 37–55, 2024.
Janianton Damanik dan Helmut F. Weber, Perencanaan ekowisata dari teori ke aplikasi. CV Andi Offset, 2006.
Y. Pratiwi, “Indentifikasi 4A (Attraction, Amenity, Accessibility dan Anciliary) dalam Pengembangan Pariwisata Berkelanjutan di Pantai Tanjung Pendam, Kabupaten Belitung,”
J. Contemp. Public Adm., vol. 3, no. 2, pp. 59– 67, 2023, doi: 10.22225/jcpa.3.2.2023.59-67.
Bambang Sunaryo, Kebijakan pembangunan destinasi pariwisata : konsep dan aplikasinya di Indonesia. 2013.
I ketut suwena, Pengetahuan Dasar Ilmu Pariwisata. Bali, 2017.Sugiama A Gima, “Kerangka Kerja Pengembangan Aset Pariwisata Dari Model Triple Helix,” J. Orasi Bisnis, vol. X, no. November, pp. 34–47, 2013.
Freddy Rangkuti, ANALISIS SWOT TEKNIK
MEMBEDAH KASUS BISNIS. Jakarta: PT
Gramedia Pustaka Utama, 2006.
Sondang P Siagian, Manajemen stratejik. Jakarta: Bumi Aksara, 2001.
G. Abdul et al., “Information Technology Resources and Innovation Performance in Higher Education,” vol. 15, no. 04, pp. 117–125, 2021.
N. A. Hamdani, G. A. F. Maulani, S. Nugraha, T. M. S. Mubarok, and A. O. Herlianti, “Corporate culture and digital transformation strategy in universities in Indonesia,” Estud. Econ. Apl., vol. 39, no. 10, pp. 1–8, 2021, doi: 10.25115/eea.v39i10.5352.
R. Andriani, N. A. Hamdani, and R. Setiawan, “THE EFFECT OF ENTREPRENEURSHIP KNOWLEDGE ON SELF EFFICACY AND ITS IMPACT ON STUDENTS ’ INTERESTS,” vol. 2, no. 2, pp. 126–130, 2020.
