MARKETING STRATEGIES FOR TOURISM VILLAGE IN WEST BANDUNG DISTRICT IN COVID-19 PANDEMIC
Abstract
Marketing strategy is a plan that is carried out to capture the market, using the 8 Ps Marketing Mix strategy. The research objective is to analyze marketing strategies, internal and external factors for developing tourist villages in West Bandung Regency which can increase tourist visits. The sample used in the study used purposive sampling. This study uses a qualitative approach. The analysis used in this study uses a SWOT analysis. By implementing the 8 Ps marketing mix, the marketing strategies that can be applied include improving facilities and accessibility to Suntenjaya Village. Improve facilities and accessibility to Cihanjuang Rahayu Village. During the COVID-19 pandemic, products can be made in the form of virtual tours so that people can still enjoy them. The study results found that marketing strategy was done through several social media such as Facebook, Instagram and Tiktok that can be used according to the age segment of tourists. can be enjoyed by tourists which can be done online, make natural and cultural tour packages in each village, carry out cooperation with the campus by providing training related to tourism and hospitality in order to provide excellent service in tourist villages. Communities who take part in tourism management in the village are given training related to their expertise so that they can provide excellent service for tourists. Careful planning and marketing can reduce the harmful effects of tourism development.
References
Atsiz, Neciphan;Esitti, B. (2021). EVALUATION OF THE IMPACT OF CORONAVIRUS ( COVID- 19 ) PANDEMIC ON TOURISM : THE CASE OF ÇANAKKALE TRAVEL AGENCIES KORONAV İ RÜS ( COVID-19 ) PANDEM İ S İ N İ N TUR İ ZME ETK İ S İ N İ N DE Ğ ERL .... EVALUATION OF THE IMPACT OF CORONAVIRUS ( COVID- 19 ) P. April.
Bao, H. (2018). Marketing of tourism services/experiences. The Emerald Handbook of Entrepreneurship in Tourism, Travel and Hospitality: Skills for Successful Ventures. https://doi.org/10.1108/978-1-78743-529-220181021
Benghadbane, F., & Khreis, S. (2019). The role of tourism marketing in enhancing tourism development: A comparative study between constantine and Amman cities. Geojournal of Tourism and Geosites, 24(1), 146–160. https://doi.org/10.30892/gtg.24112-349
Creswell, J. W. (2014). Research Qualitative, Quantitative, and Mixed Methods Approaches Design Fourth Edition. In Sage Publications.
Dyer, T., Lang, M., & Stice-Lawrence, L. (2016). Do managers really guide through the fog? On the challenges in assessing the causes of voluntary disclosure. Journal of Accounting and Economics, 62(2–3), 270–276. https://doi.org/10.1016/j.jacceco.2016.08.001
Halim, H. (2017). The Worst Tourist Drop in Bandung. Media Pikiran Rakyat. www.pikiranrakyat.com/jawa barat.
Ketter, E., Mansfeld, Y., & Avraham, E. (2016). The role of marketing in tourism planning: Overplay, underplay or interplay? Tourism, 64(2), 135–148. https://www.scopus.com/inward/record.uri?eid=2-s2.0-84981313627&partnerID=40&md5=11cfa3eaeda067cd3eb2cac8281abdb6
Kong, X., Zhang, L., & Tan, R. (2021). Design of tourism marketing management system based on SWOT analysis. 86–89. https://doi.org/10.1109/ICITBS53129.2021.00030
Kotler, P., & Armstrong, G. (2016). Principle of Marketing (15th ed.). Pearson Education. inc.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pretice Hall.
Pantiyasa, I. W., & Lestari, D. (2020). Marketing Strategy of Paksebali Tourist Village towards Smart Village Destination as Tourism Icon. June, 2041–2049. https://doi.org/10.5220/0009939020412049
Potential, I., & Tenggara, W. N. (2020). Identifikasi Potensi Dan Status Pengembangan Desa Wisata Di Kabupaten Lombok Tengah, Nusa Tenggara Barat. Journal of Regional and Rural Development Planning (Jurnal Perencanaan Pembangunan Wilayah dan Perdesaan), 4(2), 84–98. https://doi.org/10.29244/jp2w.
Scein, H. (2018). Henry Schein SWOT Analysis / Matrix http://fernfortuniversity.com/term-papers/swot/1433/268-henry-schein.php.
Schein, H. (2021). Henry Schein Inc. SWOT & PESTLE Analysis https://www.swotandpestle.com/henry-schein/.
Sitorus, N., Juliana, J., Maleachi, S., Djakasaputra, A., & Prabowo, G. (2021). Café Marketing Strategy Analysis in The Covid-19 Pandemic. International Journal of Social and Management Studies, 2(5), 44–53.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta, CV. Alfabeta CV.
UNWTO. (2020). International tourism continues to outpace global economy;https://eturbonews.com/540308/unwto-international-tourism-continues-to-outpace-global-economy/.
