PONDOK-WISATA SEBAGAI BISNIS PARIWISATA BERKELANJUTAN DI PANTAI WATUKARUNG KABUPATEN PACITAN

Novsellia, Ferry (2020) PONDOK-WISATA SEBAGAI BISNIS PARIWISATA BERKELANJUTAN DI PANTAI WATUKARUNG KABUPATEN PACITAN. Masters thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

The phenomenon of the establishment of homestay on Pantai Watukarung by local community with limited knowledge makes researchers interested in knowing the management of homestay. Thus, the future of business and marketing strategies can be taken in the future. Homestay located near Pantai Watukarung area, precisely in Ketro, Watukarung Village, Pringkuku District, Pacitan Regency, East Java. The study aim to determine the management of the homestay, understand the business strategies that can be applied to become a sustainable tourism business, and know the marketing strategies that can be taken in the future.The research methods used is observation, online questionnaires, interviews, an documentation. The result showed that the management of homestay in facilities and services is good, but the promotional media used is not optimal. Business strategies that can be taken for business development are intensive strategies with products development and uses focus differentiation based on sustainable tourism, so as to create a new concept, namely self sustain livingspace that conceptualizes the experience of tourist and local environment. Marketing of homestay can applied with operational marketing are product, price, place, promotion, people, packaging, programming, partnership, process, and physical evidence.

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