Marketing Strategy of Marine Tourism in the Village of Serangan Denpasar

DOI

10.2991/icastss-19.2019.47How to use a DOI?

Keywords

component, marine tourism, coastal area, marketing strategy

Abstract

The development of marine tourism is based on the Community Based Tourism (CBT) concept and the local wisdom of Tri Hita Karana could provide maximum benefits to ecology, socio-cultural continuity and economic improvement. Marine tourism utilizes coastal areas with all its potential biological resources, non-biological resources, artificial resources, and natural environment. This study aims to examine the strategy of marketing the marine tourism in Serangan Village with 7P (product, price, promotion, place, people, physical evidence, and process). The data used are primary data which is collected through observation, interviews, questionnaires, with a purposive sampling method that involves stakeholders in Serangan Village. Data obtained were analyzed with qualitative descriptive method. The results of the study showed from internal factors there are sixteen strengths and six weaknesses, and from external factors there are eleven opportunities and six threats. The recommended strategy is by optimizing the potencies and infrastructure, producing more creative and diverse tour package, improving the quality of product and service, managing the security, cooperating with stakeholders in all aspects, creating unique souvenirs of Serangan Village, introducing the importance of seven charm and the website of marine tourism in Serangan Village.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - I Ketut Suarta
AU  - I Putu Budiarta
PY  - 2019/10
DA  - 2019/10
TI  - Marketing Strategy of Marine Tourism in the Village of Serangan Denpasar
BT  - Proceedings of the International Conference On Applied Science and Technology 2019 - Social Sciences Track (iCASTSS 2019)
PB  - Atlantis Press
SP  - 176
EP  - 180
SN  - 2352-5398
UR  - https://doi.org/10.2991/icastss-19.2019.47
DO  - 10.2991/icastss-19.2019.47
ID  - Suarta2019/10
ER  -