PROPOSED MARKETING STRATEGY FOR PUNCAK EURAD TOURIST SITES

• Main Author: Marcellino Gendra, Evan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/54689
• Institution: Institut Teknologi Bandung

Nature-based tourist resorts are one of the best places to relieve stress. One of the company that provides nature tourism service is Perhutani. From the many business sectors owned by Perhutani, one of the business sector which provides high income is the nature tourism sector. Due to the pandemic and the enactment of new regulations, Perhutani have some decrease in the income. The company has more than 60 tourism spots in the Bandung area, one of which is Puncak Eurad. Of all Perhutani's nature sites, Puncak Eurad tend to have the lowest income and the company concerned that Puncak Eurad could not get close to the target. For one of the Perhutani KPH, Puncak Eurad has income below 10 million rupiahs in 2019 and in first quarter of 2020 Puncak Eruad only has an income of three million rupiahs, far from the target that was designed, which is around fourteen million rupiahs, significally different from other KPH’s owned by Perhutani in Northern Bandung. The company need to prepare the strategy for increasing the awareness and interest, especially in this new rules and habbits for their KPH due to the pandemic. Therefore, the objectives of this study are: First, to determine the current condition of Puncak Eurad, knowing the factors that lead to the low income of Puncak Eurad; Second, to determine the role of significant factors in increasing consumer intention to visit a tourist spot; Third, to propose the right strategy to increase the intention to visit the Puncak Eurad nature tourism. This study uses a quantitative research to assess the external and internal environment of the Puncak Eurad. First, a general environmental analysis, industry analysis, competitor analysis, and conducting an E-WOM performance survey were carried out to assess the external environment of Puncak Eurad. Second, the authors analyze the company's internal situation using the marketing mix analysis approach, STP, and VRIO. And third, the authors conducted a quantitative survey to get consumer insights about the factors that can increase the intention to visit a tourist sites. The overall results of the analysis are then summarized in a SWOT analysis; as well as being an input to identify the root causes of these business problems. ii The results of observations, surveys, and analyses lead to the result that several factors cause the differences in the income at the Puncak Eurad and become the root of the problem. First is customers' low awareness/inspiration towards Puncak Eurad, cause of the lack of digital and offline promotion. There are no digital promotion given by Perhutani towards Puncak Eurad. The solution for this problem is by creating digital promotion and creating creative content by working with influencer, creating value that Puncak Eurad is some hidden gem for natural beauty. The second problem is the facilities that tend to be lacking and not optimized. This is due to Perhutani's business system for the KPH sector, management is given to a second party, that is the residents. This has lead to differences in yields in each KPH, due to differences in management treatments. The solution for this problem is by placing one employee per KPH to maintain and generate the business, and can set the standard operational to optimize the facilities, also to balance the promotion, reparation for the general facilities should be done. As a result, the authors found three root causes for low income at the Puncak Eurad, namely the absence of direct promotion by Perhutani regarding its KPH, including digital promotions, and the absence of education to secondary parties as managers, resulting in a lack of facilities.