STRATEGI PEMASARAN OBJEK WISATA DIRA PARK AMBULU DI ERA ADAPTASI KEBIASAAN BARU DALAM PANDANGAN MARKETING MIX

Wibowo, Alif (2021) STRATEGI PEMASARAN OBJEK WISATA DIRA PARK AMBULU DI ERA ADAPTASI KEBIASAAN BARU DALAM PANDANGAN MARKETING MIX. Bachelor thesis, Sekolah Tinggi Pariwisa Ambarrukmo Yogyakarta.

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Abstract

The Covid-19 pandemic has changed human civilization and affects all sectors, including the tourism sector. Closing tourist attractions for a while is one way to break the chain of spreading the Corona Virus. When the tourist attraction was reopened, it turned out that there were obstacles in the decreasing number of visits. Dira Park Ambulu is one of the tourist objects that experience this. Therefore, the right marketing strategy in the new normal era is needed, especially from the perspective of the marketing mix. This research is a qualitative descriptive study, in which data collection uses the method of observation, interviews and documentation. Then the data obtained were analyzed using the transcription and data reduction stages, data coding and categorization, and drawing conclusions. After that the data is processed using a marketing mix instrument. The result of this research is that Dira Park Ambulu has not fully implemented the concept of the marketing mix. The instruments of the marketing mix concept that have been applied are product, place, process, people, and physical evidence. Meanwhile, the instruments that have not been applied are price and promotion

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Covid-19 Pandemic, Dira Park Ambulu, New Normal Era, Marketing Mix
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure
Divisions:	Pariwisata
Depositing User:	Library Admin
Date Deposited:	17 Apr 2023 02:30
Last Modified:	17 Apr 2023 02:30
URI:	http://repository.stipram.ac.id/id/eprint/1515

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