STRATEGI PEMASARAN DESTINASI PARIWISATA DANAU MAS HARUN BASTARI DESA MUJEREJO KABUPATEN REJANG LEBONG

Abstract

ABSTRACT

 

Choosing the right strategy will have a positive impact on increasing visitors and contributing to PAD. The purpose of this study was to determine the marketing strategy for the tourism destination of Danau Mas Harun Bastari, Mujerejo Village, Rejang Lebong Regency. The analysis method uses a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), assessment of the current condition and the urgency of treatment. The IFAS value on Strength is 14.30 and Weaknesses is 4.81. In the SWOT diagram the values for Strength and Weaknesses are at the point of 9.49 and the meeting point of Opportinity and Threats is at point 0.23, this indicates that they are in quadrant 1, which is supporting aggressive strategies. Marketing strategies for the tourism destination of Danau Mas Harun Bastari, Mujerejo Village, Rejang Lebong Regency that can be done are renovating the lake area, adding facilities such as fishing locations and outbound equipment and placing security personnel.

 

Keywords: Marketing Strategy, Tourism Destinations, SWOT