PENERAPAN KOMPONEN PEMASARAN 4P DI KAWASAN WISATA DANAU RANAMESE KABUPATEN MANGGARAI TIMUR

Janggur, Brianaldus (2025) PENERAPAN KOMPONEN PEMASARAN 4P DI KAWASAN WISATA DANAU RANAMESE KABUPATEN MANGGARAI TIMUR. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

This research aims to analyze the application of the 4P marketing mix (Product,Price, Place, Promotion) at Ranamese Tourism Lake. Lake Ranamese is a leading natural tourism destination in East Manggarai Regency, East Nusa Tenggara, which has significant potential for development. This study employs a descriptive qualitative method with a case study approach. Data were collected through observation, in-depth interviews with managers and tourists, and documentation. The results indicate that the product component of Lake Ranamese consists of natural beauty, cool air, and limited supporting facilities. The pricing of entrance tickets and other facilities is considered affordable. Distribution or place relies on physical accessibility and word-of-mouth information. Promotional activities have not been carried out optimally and tend to be passive. The implications of this research highlight the need for a more structured and integrated marketing strategy that leverages the unique potential of Lake Ranamese to increase tourist visits and local economic contributions.

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