PROPOSED NEW MARKETING MIX STRATEGY TO INCREASE WILLINGNESS TO VISIT OF WEST JAVA FAMILY TOURIST (CASE STUDY: CILETUH-PALABUHANRATU UNESCO GLOBAL GEOPARK)

• Main Author: Andaru Bhaskara, Novaldy
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/57330
• Institution: Institut Teknologi Bandung

Ciletuh-Palabuhanratu UNESCO Global Geopark (CPUGGp) is a natural beauty-based tourism destination located in Sukabumi district, West Java and has been a member of UNESCO Global Geopark since 2018. The CPUGGp offers the products for tourism with its Geodiversity, Biodiversity and Cultural Diversity. However, the number of the visiting tourist for every year has not stabilized since 2018, and more than 50% of it were the students. To reach potential market target such as family tourists, who have more than one value, the CPUGGp area should be able to motivate them for their essential motivation between humans and the choice of tourist destination, in addition the factors of motivation also have an influence on the willingness to visit. This study is intended to help answering the problems faced by CPUGGp. In this study, an approach using customer motivation analysis will be carried out with multiple linear regression analysis methodology followed by external analysis. It consist of general environmental analysis using (PESTLE), industry analysis using Porter 5 Forces, and an internal analysis using 7p's Marketing Mix. As a result, it shows that CPUGGp has five main problems. First is, about the product that they have to make a family-oriented products supported by a well adequate facilities. Second is, about the clear standardization of prices. Then, the problem of a process that can be solved by creating a local rental car cooperation program with the local community. Next, is that when it comes to physical evidence, they have to make clear markers for tourists start from the main gate to the boundaries of each region. And the last problem is, about the promotions. All they have to do is to maximize digital marketing activities through social media.