Analisis Strategi Pemasaran Untuk Meningkatkan Jumlah Kunjungan Wisatawan di Kota Banda Aceh
DOI:
https://doi.org/10.33143/jecs.v6i2.1132Abstract
AbstrakÂ
Penelitian ini bertujuan untuk untuk menganalisis strategi pemasaran untuk meningkatkan jumlah kunjungan wisatawan di Kota Banda Aceh. Penelitian ini merupakan penelitian deskriptif dan teknik pengumpulan data dilakukan dengan teknik observasi, wawancara dan dokumentasi. Teknik analisis data menggunakan metode Analisis SWOT. Hasil penelitian menunjukkan bahwa faktor-faktor yang mempengaruhi pemasaran Kota Banda Aceh adalah Faktor internal yaitu dari segi strengths (kekuatan) meliputi objek wisata di Kota Banda Aceh mudah dijangkau dari bandara dan dari Kota Banda Aceh, fasilitas dan pelayanan penginapan dan perhotelan yang baik. Dari segi weaknesses (kelemahan) meliputi kurangnya pemandu wisata yang menguasai bahasa asing, sebagian tempat wisata belum memiliki toilet, kurangnya kualitas pelayanan transportasi umum (Transkutaraja). Faktor eksternal pemasaran Kota Banda Aceh adalah dari segi opportunities (peluang) meliputi promosi sebagai salah Destinasi wisata halal, dapat memanfaatan teknologi untuk memberikan informasi wisata ke luar Kota Banda Aceh. Dari segi threat (ancaman) adalah tempat wisata di daerah lain yang menjadi pesaing, potensi bencana alam yang dapat mengganggu dan menghambat jasa transportasi dan lainnya. Strategi pemasaran yang diterapkan saat ini oleh Kota Banda Aceh adalah strategi bauran pemasaran meliputi lokasi atau tempat wisata dan penyediaan fasilitas, promosi yang dilakukan cara sosialiasi dan promosi di berbagai media.
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Kata Kunci: Strategi Pemasaran, Analisis SWOT, Wisatawan Banda Aceh
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