Analisis Strategi Pemasaran Pariwisata Dalam Meningkatkan Jumlah Kunjungan Wisatawan Di Kabupaten Pelalawan (Studi Kasus Objek Pariwisata Alam Bono)

Irawan, Riki (2021) Analisis Strategi Pemasaran Pariwisata Dalam Meningkatkan Jumlah Kunjungan Wisatawan Di Kabupaten Pelalawan (Studi Kasus Objek Pariwisata Alam Bono). Other thesis, Universitas Islam Riau.

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Abstract

ABSTRACT ANALYSIS OF TOURISM MARKETING STRATEGIES IN INCREASING THE NUMBER OF TOURIST VISITS IN PELALAWAN DISTRICT (CASE STUDY OF BONO NATURAL TURISM OBJECTS) By: Riki Irawan This study aims to identify and analyze the tourism marketing strategies carried out by the local government to increase the number of tourist visits in Pelalawan district. The sample in this study were 74 respondents. The sampling technique used purposive non-probability sampling. The data analysis technique in this study is the SWOT matrix, validity and reliability tests with the SPSS V23 application. The results of this study indicate that based on the IE matrix the tourism marketing strategy in Pelalawan Regency is in cell II, namely the Growth and Building strategy. Seeing a position that is above average, the recommended strategies are market penetration strategy, market development strategy and product development strategy. Then based on the SWOT matrix the tourism marketing strategy in Pelalawan Regency is in the Quadrant I position, which is supporting an aggressive strategy. Which is a position where the company is considered a favorabel situation because it has opportunities and strengths. In the case, the company can take advantage of opportunities by maximizing strength.

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