PROPOSED MARKETING STRATEGY FOR WIRA GARDEN TOURISM PARK IN LAMPUNG

• Main Author: Kartika, Winda
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/67689
• Institution: Institut Teknologi Bandung

There are numerous tourism destinations to visit in Indonesia, including natural and artificial tourist attractions spread throughout the country. Lampung is one of the most attractive tourist destinations on Sumatra Island, as it occupies the third position in Sumatra Island. Wira Garden Tourism Park, established in 2010, is one of Lampung's natural tourism destinations. The covid-19 pandemic impacted Wira Garden, causing ticket sales for visitors to fall short of target. Currently, the situation is not improving as competition among tourism destinations grows. To attract visitors, marketing strategies must influence consumer decisions to visit tourism destinations. Therefore, This study's objectives are as follows: first, to investigate the extent to which marketing mix influences tourist decision making process to visit Wira Garden Tourism Park; second, to identify the root causes of problems based on the internal and external situations of Wira Garden Tourism Park; and third, to develop a suitable marketing strategy in an effort to improve sales performance. The external and internal environments of Wira Garden tourism park were investigated using qualitative and quantitative approaches in this study. Wira Garden's Marketing Mix, VRIO, and STP were examined as part of the internal analysis. PESTLE, Porter's Five Forces, and Competitor Analysis were used for the external analysis. Furthermore, the impact of marketing mix on customer decision process was investigated using a survey of 200 respondents. As a result, product, price, and promotion all have a significant impact on consumer decision making. The overall analysis results of the business situation were then evaluated in order to identify the root causes of the problem and generate business solution alternatives and marketing strategy formulation. As a result, this study identified root causes, such as unsustainable product innovation, similar products with competitors, threats from alternative activities, and limited and unfocused promotion. As a result, a proposed marketing strategy for product and promotion was created in order to influence customer decision making.