Analysis of snorkeling Amed tourism object marketing strategy
Keywords:
alternative strategy, marketing strategy, SWOT analysis, tourism object, tourist attractionAbstract
The purpose of this study was to determine the marketing strategy carried out by the manager of the Snorkeling Amed attraction and to find out the strengths, weaknesses, opportunities, and threats possessed by this tourism object and also to find out alternative strategies that can be used by the Snorkeling Amed attraction. The data analysis technique used is SWOT (Strength, Weakness, Opportunities, Threats) analysis. What is meant by this analysis is to identify the internal and external environment of Amed's snorkeling tourism object in a competitive climate with similar businesses operating in the same business field. A SWOT analysis covers the external environment and the internal environment. Environmental analysis is a process used to determine strengths, weaknesses, opportunities, and threats. In this SWOT analysis, a qualitative approach and a quantitative approach will be used. A qualitative approach is an analysis that is used without the use of numerical calculations but based on judgments or opinions and the basics that can support subjective decision making. While the quantitative approach is a way of analyzing data using the calculation of numbers or to support the process of analyzing the data.
Downloads
References
Amerta, I. M. S., Sara, I. M., & Bagiada, K. (2018). Sustainable tourism development. International research journal of management, IT and social sciences, 5(2), 248-254.
Arikunto, S. (2002). Prosedur Penelitian Suatu Pendekatan Praktek, Cet. Ke-12. Jakarta. Rineka Cipta.
Assauri, S. (2008). Manajemen Produksi dan Operasi edisi revisi. Jakarta: Lembaga Penerbit Fakultas Ekonomi Universitas Indonesia.
Basrowi, S. (2008). Memahami penelitian kualitatif. Jakarta: Rineka Cipta, 12(1), 128-215.
Boone, L. E., & Kurtz, D. L. (2007). Pengantar Bisnis Kontemporer. Edisi Sebelas, Jakarta: Salemba Empat.
Botti, L., Peypoch, N., & Solonandrasana, B. (2008). Time and tourism attraction. Tourism Management, 29(3), 594-596. https://doi.org/10.1016/j.tourman.2007.02.011
Buchari, A. (2011). Manajemen pemasaran dan pemasaran jasa. Bandung: Alfabeta.
Bull, J. W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C., ... & Koss, R. (2016). Strengths, Weaknesses, Opportunities and Threats: A SWOT analysis of the ecosystem services framework. Ecosystem services, 17, 99-111. https://doi.org/10.1016/j.ecoser.2015.11.012
Darbellay, F., & Stock, M. (2012). Tourism as complex interdisciplinary research object. Annals of Tourism Research, 39(1), 441-458. https://doi.org/10.1016/j.annals.2011.07.002
Dharmmesta, B.S. & Handoko, T.H. (1982). Manajemen Pemasaran Analisis Perilaku Konsumen. Edisi Pertama. Liberty : Yogyakarta
Dyson, R. G. (1990). Strategic planning: models and analytical techniques. John Wiley & Sons Incorporated.
Farhanudin, E., Syarbini, A., & Haris, D. M. (2012). Analisis Strategi Pemasaran Objek Wisata Danau Tasikardi oleh Dinas Pariwisata Pemuda dan Olahraga Kabupaten Serang (Doctoral dissertation, Universitas Sultan Ageng Tirtayasa).
Fredy, R. (2009). Strategi Promosi yang Efektif. Gramedia Pustaka Utama, Jakarta.
Gitosudarmo, I. (2001). Manajemen strategis. Yogyakarta: BPFE Yogyakarta.
Harsono, S. (2008). Ekokritik: Kritik Sastra Berwawasan Lingkungan. Kajian Sastra, 32(1), 31-50.
Idrus, M. (2007). Metode Ilmu-Ilmu Sosial: Pendekatan Kualitatif Dan Kuantitatif. UII Pres, Yogyakarta.
Jeuring, J. H. (2016). Discursive contradictions in regional tourism marketing strategies: The case of Fryslân, The Netherlands. Journal of destination marketing & management, 5(2), 65-75. https://doi.org/10.1016/j.jdmm.2015.06.002
Kasali, R. (1998). Membidik pasar Indonesia: segmentasi, targeting, dan positioning. Gramedia Pustaka Utama.
Kasali, R. (1998). Membidik pasar Indonesia: segmentasi, targeting, dan positioning. Gramedia Pustaka Utama.
Kotler, P. (2005). Manajamen pemasaran, jilid 1 dan 2. Jakarta: PT. Indeks Kelompok Gramedia.
Kotler, P., & Amstrong, G. (2001). Prinsip-prinsip Pemasaran, edisi kedelapan. Jakarta: Erlangga, 197.
Kurniawan, F. L., Hamdani, M., & Krisna. (2008). Manajemen strategik dalam organisasi. MedPress.
Kurttila, M., Pesonen, M., Kangas, J., & Kajanus, M. (2000). Utilizing the analytic hierarchy process (AHP) in SWOT analysis—a hybrid method and its application to a forest-certification case. Forest policy and economics, 1(1), 41-52. https://doi.org/10.1016/S1389-9341(99)00004-0
Lew, A. A. (1987). A framework of tourist attraction research. Annals of tourism research, 14(4), 553-575. https://doi.org/10.1016/0160-7383(87)90071-5
Lingga, C. M. Purnama. (2003). Strategic Marketing Plan.
Liu, C. H. S., & Chou, S. F. (2016). Tourism strategy development and facilitation of integrative processes among brand equity, marketing and motivation. Tourism Management, 54, 298-308. https://doi.org/10.1016/j.tourman.2015.11.014
Lupiyoadi, R. (2001). Manajemen pemasaran jasa: Teori dan praktek.
Malachovský, A., & Kirá?ová, A. (2015). Invigorating the Destination's Marketing Strategy?(The Case of Slovakia). Procedia-Social and Behavioral Sciences, 175, 393-400. https://doi.org/10.1016/j.sbspro.2015.01.1215
Miles, M. B., & Huberman, A. M. (2007). Analisis Data Kualitatif, terjemah buku Qualitative Data Analysis.
Moeleong, L. J. (2005). Metode Penelitian Kualitatif (Edisi Revisi), Bandung. Rosada Karya.
Philip, K., & Lane, K. K. (2008). Manajemen Pemasaran, edisi kedua belas. Macanan Jaya Cemerlang, Indonesia.
Rahmat, R. M. (2012). Analisis Strategi Pemasaran Pada PT. Koko Jaya Prima Makassar. Universitas Hasanuddin, 1-79.
Rangkuti, F. (1998). Analisis SWOT teknik membedah kasus bisnis. Gramedia Pustaka Utama.
Rangkuti, F. (2013). Strategi promosi yang kreatif dan analisis kasus. Gramedia Pustaka Utama.
Stokes, R. (2008). Tourism strategy making: Insights to the events tourism domain. Tourism management, 29(2), 252-262. https://doi.org/10.1016/j.tourman.2007.03.014
Sugiyono, S. (2010). Metode penelitian kuantitatif dan kualitatif dan R&D. Alfabeta Bandung.
Suwantoro, G. (2002). 1997. Dasar-dasar Pariwisata.
Tahir, M. (2011). Pengantar metodologi penelitian pendidikan. Makassar: Universitas Muhammadiyah Makassar.
Tjiptono, F. (2006). Manajemen Pelayanan Jasa, Yogyakarta. Penerbit Andi.
Wilkinson, P. F. (1989). Strategies for tourism in island microstates. Annals of tourism research, 16(2), 153-177. https://doi.org/10.1016/0160-7383(89)90065-0
Wisudawati, N. N. S., & Maheswari, A. I. A. (2018). Potential of Silver Craft Product through to Community-Based for Tourism Sustainability in Celuk Village. International research journal of management, IT and social sciences, 5(1), 9-15.
Published
How to Cite
Issue
Section
Copyright (c) 2021 International research journal of management, IT and social sciences
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Articles published in the International Research Journal of Management, IT and Social sciences (IRJMIS) are available under Creative Commons Attribution Non-Commercial No Derivatives Licence (CC BY-NC-ND 4.0). Authors retain copyright in their work and grant IRJMIS right of first publication under CC BY-NC-ND 4.0. Users have the right to read, download, copy, distribute, print, search, or link to the full texts of articles in this journal, and to use them for any other lawful purpose.
Articles published in IRJMIS can be copied, communicated and shared in their published form for non-commercial purposes provided full attribution is given to the author and the journal. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
This copyright notice applies to articles published in IRJMIS volumes 7 onwards. Please read about the copyright notices for previous volumes under Journal History.
