PERANCANGAN STRATEGI PEMASARAN TERHADAP KAWASAN PARIWISATA KOTA BANDUNG UNTUK KATEGORI BACHELOR STAGE BERDASARKAN ANALISIS PREFERENSI KONSUMEN

• Main Author: SUTOMO NIM 13414003 , EDY
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/26851
• Institution: Institut Teknologi Bandung

Bandung City has the highest percentage of domestic tourist visits in West Java, which is 16.7%. One of the potential aspect in Bandung City is the source of local tourists that dominated by bachelor stage tourists aged 18 to 29 years. This potential, is not yet optimally utilized by the Dinas Kebudayaan dan Pariwisata. It can be seen through a form of marketing that still general and there is no marketing focus for local tourists on bachelor stage in Bandung City. <br /> <br /> Referring to this, this study has an aim to design marketing strategy that can help to increase the interest of bachelor stage tourist towards the Bandung tourism area. The design process is carried out using data from questionnaires that distributed online. It aims to determine the factors that influence the local bachelor stage tourists to visit the Bandung City tourism areas. The questionnaire was compiled using the basis of the Hsu, Tsai, and Wu models and the Kreating and Kriz models combined with the results of personal interviews and Moutinho Traveler Motivation Theory. <br /> <br /> The data was carried out by using a factor analysis method which was then followed by multiple linear regression analysis. Data processing results show that the factors of relaxation, personal need, and knowledge are the basic factors in the process of designing a marketing strategy for local tourists, a bachelor stage in the city of Bandung. The design of a proposed marketing strategy involves a mix of product marketing and promotion. The marketing strategy for the promotion aspect includes the design of "BandAr Kuy" branding. Meanwhile, the marketing strategy for product aspects includes the addition of knowledge ornaments and the concept of edutainment.