Proposed Marketing Strategy for Developing Ciletuh UNESCO Global Geopark (CUGG)

• Main Author: Rifqi Aulia Rachman (29116483), Bayu
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26046
• Institution: Institut Teknologi Bandung

Geopark is the new tourism phenomenon in Indonesia. Ciletuh Geopark is the new Geopark phenomenon in west java which has been avowed by UNESCO in April 2018. Ciletuh UNESCO Global Geopark (CUGG) has conservation area, education, and sustainable development program as their main missions. Nevertheless, even though it has been avowed by UNESCO, west java’s customer perception about CUGG is still in a low perception category. The objectives of this research are to find the west java’s customer current perception about CUGG, and to investigate the proper marketing strategy to be implemented. Then to find out the result, marketing mix 7P towards CUGG is used by, and collected quantitative and qualitative research method. For quantitative method, the data collected through questionnaire and depth interview. On the other hand, an observation is used to collect the data. The result shows the perception towards price, place, promotion, people, physical evidence, and process are still low in customer perception. Thus, the conclusion of this research is the perception of west java’s customer towards CUGG is still categorized in low perception.