Analysis of Marketing Strategies Using the Marketing Mix Approach: A Case Study of Wisata Bahari Tlocor
DOI:
https://doi.org/10.11594/nstp.2025.4746Keywords:
Marketing mix, coastal tourism, sustainable tourism, Pulau Lusi, Wisata Bahari TlocorAbstract
This study aims to analyze the marketing strategies employed in Wisata Bahari Tlocor using the marketing mix approach. The marketing mix, which includes product, price, place, promotion, people, process, and physical evidence, is a vital framework for understanding how tourism destinations can attract and retain visitors. Through a case study of Wisata Bahari Tlocor, this research explores how these elements are applied to enhance visitor satisfaction and boost the destination's competitive advantage. Data collection was conducted through interviews with local stakeholders, observation, and document analysis. The findings reveal that while the product offerings and promotional strategies are well-aligned with the target market, there are challenges related to pricing and accessibility that hinder optimal growth. This study provides recommendations for improving the marketing mix strategies, especially in terms of enhancing the visitor experience and increasing promotional outreach to attract a broader audience. The research contributes to the broader discussion on sustainable tourism development and effective marketing practices in coastal tourism destinations.
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