Nur Fitria Rohmah, - (2024) ANALISIS STRATEGI PEMASARAN PARIWISATA RELIGI KERATON KESEPUHAN DALAM UPAYA MEMBANGUN DAYA TARIK WISATA KOTA CIREBON. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
ABSTRAK Penelitian ini bertujuan untuk menganalisis strategi pemasaran pariwisata religi di Keraton Kasepuhan dalam rangka meningkatkan daya tarik wisata di kota Cirebon. Menggunakan metode penelitian kualitatif, studi ini menerapkan teori marketing mix 7P dan analisis SWOT. Menurut Kotler (2017), marketing mix 7P mencakup product, price, place, promotion, people, process, dan physical evidence, yang semuanya penting untuk strategi pemasaran yang komprehensif. Analisis SWOT (Strengths, Weaknesses, Opportunities, Threats) digunakan untuk mengevaluasi faktor internal dan eksternal yang mempengaruhi strategi pemasaran. Hasil penelitian menunjukkan bahwa strategi pemasaran yang diterapkan telah berjalan efektif, secara signifikan meningkatkan daya tarik wisata religi di Keraton Kasepuhan. Kota Cirebon, yang terus aktif dalam tren wisata religi, menjadi faktor pendukung utama kesuksesan strategi pemasaran ini, sehingga berhasil menarik lebih banyak wisatawan dan menjaga kestabilan jumlah kunjungan wisatawan ke Keraton Kasepuhan. Keberhasilan ini menunjukkan bahwa pendekatan terpadu dalam pemasaran pariwisata dapat memberikan hasil yang positif dan berkelanjutan. Kata kunci : wisata religi, strategi pemasaran,pemasaran pariwisata, pemasaran wisata religi ABSTRACT This study aims to analyze the religious tourism marketing strategy at Keraton Kasepuhan to enhance the tourism appeal of Cirebon city. Using a qualitative research method, this study applies the 7P marketing mix theory and SWOT analysis. According to Kotler (2017), the 7P marketing mix includes product, price, place, promotion, people, process, and physical evidence, all of which are crucial for a comprehensive marketing strategy. SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) is used to evaluate the internal and external factors affecting the marketing strategy. The results indicate that the implemented marketing strategy has been effective, significantly boosting the religious tourism appeal at Keraton Kasepuhan. Cirebon city, which remains active in the religious tourism trend, is a key supporting factor for the success of this marketing strategy, successfully attracting more tourists and maintaining a stable number of visits to Keraton Kasepuhan. This success demonstrates that an integrated approach to tourism marketing can yield positive and sustainable results. Key words: religious tourism, marketing strategy, tourism marketing, marketing religious tourism
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Rini Andari: 6000526 Aan Khosihan: 6750818 |
| Uncontrolled Keywords: | Kata kunci : wisata religi, strategi pemasaran,pemasaran pariwisata, pemasaran wisata religi Key words: religious tourism, marketing strategy, tourism marketing, marketing religious tourism |
| Subjects: | G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Pemasaran Pariwisata |
| Depositing User: | Nur Fitria Rohmah |
| Date Deposited: | 10 Feb 2025 22:26 |
| Last Modified: | 10 Feb 2025 22:26 |
| URI: | http://repository.upi.edu/id/eprint/130326 |
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