DEVELOPING MARKETING STRATEGY FOR FAMILY TOURIST ATTRACTION (CASE STUDY: THE HERITAGE PALACE)

• Main Author: Marques Widya Viriya, Avian
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64373
• Institution: Institut Teknologi Bandung

The Heritage Palace is a cultural tourism attraction that was formed by revitalizing an old Gembongan sugar factory that is located in Kartasura, Central Java. Established on 9th June 2018, This family tourist attraction becomes the first tourist attraction that provides 3d trick art museum, transportation museum, vintage furniture museum, reverse house and outdoor European classic art-deco-style garden that are located at the same building. In the development as a new tourism spot, The Heritage Palace experienced several problems in terms of marketing effort which not effective and suitable. In reaching the company vision to become Solo’s most wanted tourist attraction, The Heritage Palace needs to develop a better marketing strategy so that it is suitable and effective throughout their target market. The purpose of this research is to create an effective marketing strategy for the development of The Heritage Palace. Internal and external data is needed to analyze the root cause problem so that it can formulate the right solution for The Heritage Palace. Internal data obtained by conducting company analysis. Company analysis consists of three ways, namely interviews with the head of marketing of The Heritage Palace, the analysis on department (Marketing, Finance, and Operations) and conducting social media assessments (Instagram analysis using Socialbakers and Facebook Audience Analysis). External data obtained from conducting PESTLE analysis and Porter Five Forces. SWOT analysis conducted to summarize external and internal factors that affect company performance especially in marketing effort. Researcher use the problem tree method to formulate root cause problems based on the company's SWOT analysis data. Based on the result, there are three primary constraints that makes The Heritage Palace marketing effort was not effective and suitable, which are Lack of channels of rented facilitation and Lack of demand on group visitors, COVID-19 outbreak in Indonesia and Less interesting Instagram content. Based on that, alternative strategies created to overcome those constraints. That are increasing awareness of rented facilitation, set a special price for group visitors, selling The Heritage Palace merchandise online during this outbreak, make a discount on ticket prices on the opening day and hiring an Instagram content creator to increase the attractiveness of @theheritagepalace Instagram content.