Jip, Yanuarius Yoswald (2025) Analisis Strategi Pemasaran Dinas Pariwisata dalam Meningkatkan Minat Pengunjung: Studi Kasus pada Objek Wisata Gua Batu Cermin Kabupaten Manggarai Barat. Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This research focuses on examining the marketing strategies applied by the Tourism Office of West Manggarai Regency to boost tourist visits to Batu Cermin Cave. Although the site has notable geological and historical significance, it continues to face several challenges, including insufficient supporting infrastructure, underdeveloped promotional efforts, and limited community involvement in environmental conservation. The study adopts a descriptive qualitative approach, collecting data through interviews, observations, and documentation. A SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) is employed to identify internal and external factors influencing tourism marketing. The findings reveal that Batu Cermin Cave’s primary strengths are its natural beauty and historical importance, while its weaknesses involve inadequate facilities and limited promotional activities. Opportunities include the increasing trend of tourist arrivals in West Manggarai and strong government policy support, whereas threats stem from competition with more established destinations. Based on these insights, the study recommends an aggressive strategy to leverage strengths and capitalize on opportunities, along with a turnaround strategy to minimize weaknesses. This research aims to provide a reference for developing more effective and sustainable tourism marketing strategies at the regional level.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Marketing Strategy, Tourism, Batu Cermin Cave, SWOT
Subjects: Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Bisnis Digital > Skripsi
Depositing User: Yanuarius Yoswald Jip
Date Deposited: 29 Aug 2025 13:19
Last Modified: 29 Aug 2025 13:19
URI: https://repository.pnb.ac.id/id/eprint/18343

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