Strategi Pemasaran Museum Gunung Api Batur sebagai Daya Tarik Wisata Edukasi di Kabupaten Bangli
Abstract:
Purpose: This research aims to analyze the marketing strategy for the Batur Volcano Museum as an educational tourism attraction.
Research Methodology: This was descriptive qualitative research with seven key informants. The research analysis technique uses SWOT analysis.
Results: This study were that the position of the Batur Volcano Museum is in quadrant I (one), namely in the growth phase, with an IFAS (Internal Factor Analysis Score) of 3.13 and an EFAS (External Factor Analysis Score) of 2.98. The appropriate strategies implemented in this study are market development, market penetration, and product development. Activities suggested are offline and online promotions through social media, collaboration with schools for the tourism programs at museums, cooperation with travel agents, and information updates through digital marketing.
Limitations: of this research is that it focuses on SWOT analysis techniques on marketing strategies, which need another approach to explore using another kind of analysis.
Contribution: The contribution of this research was supporting the sustainability of the destination, especially for education tourism.
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Zhu, G., & Gao, X. (2019). Precision retail marketing strategy based on digital marketing model. Science Journal of Business and Management, 7(1), 33–37. doi: 10.11648/j.sjbm.20190701.15
- Aaker, A. D., & Biel, A. L. (2009). Brand Equity and Advertising: Advertising Role in Building Strong Brand. Hillsdale: Lawrence Erlbaum Associates.
- Aprilia, R., Wibowo, P., & Sitorus, O. F. (2022). Implementation Of Digital Marketing In Maintaining MSMEs During The Covid-19 Pandemic Penerapan Digital Marketing Dalam Mempertahankan UMKM Di Masa Pandemi. 3(July), 2283–2291.
- Arianty, N., & Andira, A., (2021). Pengaruh Brand Image dan Brand awareness Terhadap Keputusan Pembelian. Maneggio?: Jurnal Ilmiah Magister Manajemen, 4(1), 39-50. doi: 10.30596/maneggio.v4i1.6766
- Bång, Andreas dan Joy Hell. (2015). Digital Marketing Strategy: Social Media and its Contribution to Competitiveness. Tesis, Linnaeus University. Diunduh dari http://www.diva-portal.org/smash/get/diva2:824959/FULLTEXT01.pdf
- Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. BOOK, Pearson UK
- Gunawan, C., & Septianie, I. (2021). The Effect of Trust and Risk Perceptions Using E- Commerce on Consumer Purchase Intentions. Journal of Economics and ..., 1(2), 239– 247. http://jecombi.seaninstitute.org/index.php/JECOMBI/article/view/33
- Handayani, D. (2010). The Official MIM Academy Coursebook Brand Operation. Jakarta: Esensi Erlangga Group.
- Karta, N. L. P. A; Widiastini, N. M. A; Wiles, E; Sutapa, I K. 2021. The Role of Branding Strategy in Strengthening the Image of the Village Tourism in Bali. JURNAL KAJIAN BALI Journal of Bali Studies, Volume 11, Nomor 02, Oktober 2021. Page: 369 – 386 http://ojs.unud.ac.id/index.php/kajianbali
- Lodra, I Nyoman (2015). Dibalik Kain Tenun Gringsing Tenganan, Karangasem. Bali: Pramita
- Maheswari, A. A. I. A., Azhizah, N. D., Nugraha, I., & Hary N, M. P. (2020). Peran Digital marketing dalam Upaya Meningkatkan Omset Penjualan Tenun Endek dan Songket Desa Telaga Tawang: The Role of Digital marketing in an Effort to Increase the Sales Turnover of Endek and Songket Weaves in Telaga Tawang Village. PengabdianMu: Jurnal Ilmiah Pengabdian Kepada Masyarakat, 5(4), 371–375. https://doi.org/10.33084/pengabdianmu.v5i4.1258
- Mustika, M. (2019). Penerapan Teknologi Digital marketing Untuk Meningkatkan Strategi Pemasaran Snack Tiwul. JSAI (Journal Scientific and Applied Informatics), 2(2), 165–171. doi: 10.36085/jsai.v2i2.352
- Nusantara, Cyptaning Ajie. (2021). Strategi Digital marketing Untuk Meningkatkan Penjualan Bisnis Online Melalui Aplikasi Tiktok Tugas EAS Technonopreneurship Digital Content (A). Diunduh dari http://repository.untag-sby.ac.id/7423/
- Rachmawati, Fitri. (2018). Penerapan Digial Marketing Sebagai Strategi Komunikasi Pemasaran Terpadu Produk Usaha Kecil dan Menengah (UKM) Pahlwan Ekonomi Surabaya. Skripsi, Universitas Islam Negeri Sunan Ampel Surabaya. Diunduh dari http://digilib.uinsby.ac.id/26290/
- Rahadi, Dedi Rianto dan Zanial. (2017). Sosial Media Marketing Dalam Mewujudkan E-Marketing. Journal Marketing, 8(2) 71-78. Diunduh dari http://seminar.ilkom.unsri.ac.id/index.php/kntia/article/viewFile/1179/560
- Zhu, G., & Gao, X. (2019). Precision retail marketing strategy based on digital marketing model. Science Journal of Business and Management, 7(1), 33–37. doi: 10.11648/j.sjbm.20190701.15