SUSANTI, SEPTIAN ELLY (2019) STRATEGI PEMASARAN PARIWISATA DI WONOSALAM DALAM MENINGKATKAN DAYA TARIK PENGUNJUNG. Other thesis, UPN "VETERAN" JATIM.
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Abstract
Wonosalam Subdistrict is one of the sub-districts located in Jombang Regency, which has a diverse wealth of tourism potential both natural and artificial, this is supported by the availability of a variety of natural tourism potential. Where it has a significant increase in the number of visitors in each year. Which means it has its own appeal compared to its competitors. This research aims to identify internal factors that are strengths and weaknesses as well as external factors that become opportunities and threats for Wonosalam tourism itself and then analyze what strategies are in accordance with Wonosalam tourism conditions. This research uses descriptive analysis methods and stages of strategy formulation, namely IFAS and EFAS matrix, and SWOT analysis. And the technique used uses in deept interviews, participant observation and interviews. The results of this research indicate that internal factors have 6 strengths and 5 weaknesses, and external factors have 7 opportunities and 5 threats. Based on the IFAS and EFAS matrix, the total score is strenghts 1.88, weakness 1.5, opportunities 1.58 and threats 1.48. The results of the swot matrix strategy formulation tend to the SO strategy that can be applied is to maintain, enhance and preserve the existing natural potential then develop attractive programs by empowering local communities to help each other and participate in creating a good reputation. Keywords: SWOT Analysis, Tourism Marketing Strategy, IFAS matrix and EFAS matrix, Agro Tourism District of Wonosalam.
| Item Type: | Thesis (Other) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 20 Feb 2021 02:02 | ||||||||
| Last Modified: | 20 Feb 2021 02:02 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/1378 |
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