Strategi Pemasaran Daya Tarik Wisata Loka Asri Park di Kecamatan Sukodono, Kabupaten Sidoarjo

Amelia, Ayu Dyah (2026) Strategi Pemasaran Daya Tarik Wisata Loka Asri Park di Kecamatan Sukodono, Kabupaten Sidoarjo. Undergraduate thesis, UPN Veteran Jawa Timur.

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Abstract

This study is motivated by the importance of marketing strategies in increasing the appeal and visit intention of tourists, particularly in family-oriented tourist attractions that require an integration of services, experiences, and educational value. Loka Asri Park has strong potential through its eco-edutourism concept; however, it still faces challenges such as limited promotional reach, suboptimal media exposure, and the lack of a fully integrated marketing strategy. This research aims to analyze the marketing strategies implemented by Loka Asri Park in attracting visitors using the service marketing mix (7P) approach. This research employs a qualitative method with data collected through observation, in-depth interviews with the management, and documentation. The data were analyzed using the interactive model by Miles, Huberman, and Saldana, which includes data reduction, data display, and conclusion drawing. The findings indicate that all elements of the 7P have been applied effectively. The product offered combines recreation and education through nature-based attractions and environmental learning activities. The pricing strategy is affordable and inclusive, enabling broader public access. The place element is reflected through accessible location and collaborations with schools and travel partners. Promotion utilizes social media and offline activities, although greater consistency and reach are still needed. The people element is supported by friendly and professional staff. Service processes operate adequately but require further digitalization. Physical evidence includes cleanliness, green spatial layout, and well-maintained facilities. This study highlights the need for strengthening human resources, service innovation, and enhancing digital promotion to improve the competitiveness of the tourist attraction. Overall, the implemented marketing strategies contribute positively to increasing visitor interest. Keywords: marketing strategy, tourist attraction, 7P marketing mix, tourism

Item Type:

Thesis (Undergraduate)

Contributors: