Segmentation Strategies of Mpu Tantular Museum

DOI

10.2991/icigr-17.2018.12How to use a DOI?

Keywords

SWOT, Mpu tantular, tourist

Abstract

Tourism is one of the biggest aspects can be overviewed through economic and socio-cultural point of view.Therefore, the tourism industry encourages the creation of employment and income improvement for the society.The purpose of research to find out market segmentation strategies for increase tourist visit Museum of MpuTantular Museum. This research uses descriptive method approach. Data collection technique uses observation and documentation. Analysis technique uses SWOT analysis and Research object in MpuTantular Museum. Primary data sources taken from interviews and observation. Secondary data sources are based on literature and documentation.The results isbased on SWOT analysis of internal and external factors base on the influence of each factor obtain from IFAS matrix and EFAS matrix. The result of marketing strategy position of MpuTantular Museum on aggressive strategy, demographic segmentation of market that must be done is to cooperate with educational institution, and by conducting MpuTantular Festival, exhibition of museum collections, demonstration of museum collections, educational contest. With the aggressive strategy is expected MpuTantular museum can increase tourist visits.

Copyright

© 2018, 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/).

Download article (PDF)

TY  - CONF
AU  - Alshaf Pebrianggara
AU  - Putri Sania Riska
AU  - As'at Rizal
PY  - 2018/01
DA  - 2018/01
TI  - Segmentation Strategies of Mpu Tantular Museum
BT  - Proceedings of the 1st International Conference on Intellectuals' Global Responsibility (ICIGR 2017)
PB  - Atlantis Press
SP  - 50
EP  - 52
SN  - 2352-5398
UR  - https://doi.org/10.2991/icigr-17.2018.12
DO  - 10.2991/icigr-17.2018.12
ID  - Pebrianggara2018/01
ER  -