PROMOTION STRATEGY TO INCREASE VISIT INTENTION OF WEST JAVA CITIZENS IN COVID-19 PANDEMIC SITUATION (CASE STUDY: CILETUH-PALABUHANRATU UNESCO GLOBAL GEOPARK)

• Main Author: Nugraha, Ivan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57950
• Institution: Institut Teknologi Bandung

The Covid-19 pandemic is a challenge for the world community. Many business sectors have been affected and have experienced a decline due to this pandemic. One of them is tourism which is one of the biggest contributors to the country's foreign exchange. CiletuhPalabuhanratu UNESCO Global Geopark is a West Java Geopark located in Sukabumi Regency and is an affected area as well. In 2020 there was a decrease of around 70% from 2019 which initially had 873,894 visitors to 264,724 in 2020. Of course this is very worrying for business people around the Ciletuh-Palabuhanratu Geopark area. The theoretical approach used is customer analysis, external environmental analysis (PESTEL) and industry (Porter 5 Forces) and internal analysis of the Ciletuh-Palabuhanratu Geopark. The methodology used is multiple linear regression analysis. Novelty, relaxation, social interaction, self-actualization, recognition, as well as safety and consciousness are independent variables that represent the motivation of West Java residents, while the intention to visit is the dependent variable. Based on the results of SPSS 23 multiple linear regression analysis, it was found that the influence of visiting intentions was social interaction, recognition, and security & awareness. Then it constructed to SWOT analysis to knows what strategy could implement in TOWS matrix. The results of this analysis will be develop into a strategy based on TOWS matrix to achieve the motivation of West Java residents who are expected to increase their intention to visit the Ciletuh-Palabuhanratu Geopark.