Strategi pemasaran di Desa Wisata Pasar Kamu Denai Lama Kecamatan Pantai Labu Kabupaten Deli Serdang dengan Metode SWOT
Abstract
The aim of this research is to formulate appropriate strategies to increase promotion and marketing and increase tourist visits to the Kamu Denai Lama Market tourist attraction through a SWOT analysis approach involving internal and external factors. Data collection techniques include field observations, interviews and questionnaires aimed at visitors to tourist attractions or those who have come to visit your market. The research method used is descriptive qualitative by analyzing using the IFAS matrix, EFAS matrix, IE matrix, SWOT matrix. The research results show that your market is in quadrant I, a suitable strategy is a strategy to take advantage of existing opportunities by supporting growth policies (Growth oriented strategy). Here, tourism managers can utilize existing resources such as nature and other tourism potential, apart from that, managers must also be able to compete and survive amidst the increasing number of new and similar tourist objects. Therefore, your market must be able to have new ideas and innovations, including through promotions on various digital platforms so that the tourist attraction can be recognized by the wider community so that it can survive and make the best use of existing opportunities so that it can remain the best. among other similar tourist attractions.
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DOI: https://doi.org/10.37531/sejaman.v7i2.6957
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