PROPOSED MARKETING STRATEGY TO IMPROVE VISIT INTENTION OF DOMESTIC VISITORS (CASE STUDY: CILETUH-PALABUHANRATU UNESCO GLOBAL GEOPARK)

• Main Author: Hilya Kamila, Afifa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57673
• Institution: Institut Teknologi Bandung

Tourism in Indonesia offers various tourism destination, one of them is CiletuhPalabuhanratu UNESCO Global Geopark (CPUGGp) which located in Sukabumi Regency, West Java. CPUGGp as a tourism destination offers three main activities that is aligned with geopark aspects, which are geodiversity, biodiversity, and cultural diversity. However, since the tourism industry still growing to be competitive, CPUGGp is facing a challenge in terms of attracting visitors. In 2019 – 2020, if compared to the visitors who came to tourism destination in Sukabumi Regency, CPUGGp only reached approximately 5,9% of them. This research purposed to provide problem solving for CPUGGp Management. In order to understand the problem faced by CPUGGp, this research used theoretical approach of customer analysis, external analysis using general environmental and industry environment analysis, as well as internal analysis conducted using resources-based model. The customer analysis is intended to examine the customers destination knowledge and its influence toward their visit intention. The methodology used for analyzing the customer analysis data is using multiple regression analysis. The variables of destination knowledge are destination awareness and destination image, examined if there is any positive influence towards the visit intention. The overall result of the analysis then summarized through SWOT analysis, and further identified the root cause. The result of the research shows that CPUGGp Management needs to develop a better digital promotional activity, upgrade its infrastructure within the area, provide the customers clear guide map, as well as communicating travel campaign with health protocol for post-pandemic potential visits. The results of this analysis will be developed into marketing strategy to increase the domestic visitors’ visit intention to CPUGGp.