STRATEGI PEMASARAN NABAWADATALA SEBAGAI DESTINASI WISATA

    Fitria Novianti, - and Indra Safari, - and Rifqi Asy'ari, - (2025) STRATEGI PEMASARAN NABAWADATALA SEBAGAI DESTINASI WISATA. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Penelitian ini dilatarbelakangi oleh rendahnya tingkat kunjungan wisatawan ke Nabawadatala, destinasi wisata alam di Kabupaten Sumedang yang memiliki potensi berupa keindahan alam dan nilai budaya lokal. Permasalahan utama terletak pada strategi pemasaran yang belum optimal, seperti promosi digital yang tidak konsisten, keterbatasan aksesibilitas, dan pengemasan produk wisata yang belum maksimal. Penelitian ini bertujuan untuk mengetahui potensi Nabawadatala sebagai destinasi wisata serta merumuskan strategi pemasaran yang tepat untuk meningkatkan daya saing dan jumlah kunjungan wisatawan. Penelitian ini menggunakan pendekatan kualitatif dengan teknik pengumpulan data melalui wawancara, observasi, dan dokumentasi terhadap tiga informan yaitu manajer, staf pemasaran, dan petugas tiket. Data dianalisis menggunakan pendekatan Business Model Canvas (BMC) dan bauran pemasaran 7P. Hasil penelitian menunjukkan bahwa Nabawadatala memiliki kekuatan pada daya tarik alam, keterlibatan masyarakat lokal, dan suasana yang mendukung wisata alam. Tantangan yang dihadapi meliputi keterbatasan fasilitas, aksesibilitas, dan efektivitas promosi. Penelitian ini merumuskan enam strategi pemasaran utama yang meliputi penguatan promosi digital, pengembangan produk wisata, penataan fasilitas, peningkatan aksesibilitas, pemberdayaan masyarakat, dan penguatan kemitraan. This research is motivated by the low number of tourist visits to Nabawadatala, a nature-based tourist destination in Sumedang Regency that holds strong potential in terms of natural beauty and local cultural values. The main issue lies in the suboptimal marketing strategies, such as inconsistent digital promotion, limited accessibility, and underdeveloped tourism product packaging. This study aims to identify the potential of Nabawadatala as a tourist destination and to formulate appropriate marketing strategies to enhance its competitiveness and increase visitor numbers. The research uses a qualitative approach with data collection techniques including interviews, direct observation, and documentation involving three key informant, the manager, marketing staff, and ticketing officer. Data were analyzed using the Business Model Canvas (BMC) and the 7Ps marketing mix framework. The results show that Nabawadatala’s strengths lie in its natural attractions, community involvement, and a tranquil atmosphere that supports nature-based tourism. Challenges faced include limited facilities, inadequate accessibility, and ineffective promotional efforts. This study formulates six main marketing strategies, including strengthening digital promotion, developing thematic tourism products, improving facilities, enhancing accessibility, empowering local communities, and building strategic partnerships. These strategies are expected to improve service quality, expand market reach, and position Nabawadatala as a competitive and sustainable destination.

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    Official URL: http://repository.upi.edu
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?user=HakMzKQAAAAJ&hl=id SINTA ID DOSEN Pembimbing: Indra Safari : 5993891 Rifqi Asy'ari : 6931753
    Uncontrolled Keywords: Strategi Pemasaran, Destinasi Wisata, Bauran Pemasaran, Bussines Model Canvas, Nabawadatala. Marketing Strategy, Tourist Destination, Marketing Mix, Business Model Canvas, Nabawadatala.
    Subjects: L Education > L Education (General)
    Divisions: UPI Kampus Sumedang > S1 Industri Pariwisata
    Depositing User: Fitria Novianti
    Date Deposited: 19 Sep 2025 01:52
    Last Modified: 19 Sep 2025 01:52
    URI: http://repository.upi.edu/id/eprint/138752

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