ANALISIS STRATEGI PEMASARAN DALAM MENINGKATKAN KUNJUNGAN WISATAWAN PADA MUSEUM ACEH

Penulis

  • Marlizar Marlizar
  • Lisnawati Lisnawati
  • Suryani Murad
  • Hilman Firmansyah

DOI:

https://doi.org/10.33143/jecs.v10i2.4575

Abstrak

Penelitian ini bertujuan untuk menganalisis strategi pemasaran yang diterapkan oleh Museum Aceh dalam upaya meningkatkan jumlah kunjungan wisatawan. Museum Aceh merupakan salah satu destinasi wisata budaya yang memiliki potensi besar dalam menarik minat wisatawan, baik domestik maupun mancanegara. Namun, meskipun memiliki daya tarik sejarah dan budaya yang tinggi, kunjungan wisatawan ke museum ini belum optimal. Oleh karena itu, penelitian ini berfokus pada identifikasi dan evaluasi strategi pemasaran yang telah diterapkan serta mengusulkan strategi pemasaran yang lebih efektif. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis SWOT dan analisis deskriptif. Teknik pengumpulan data melalui observasi, wawancara dan dokumentasi. Hasil penelitian menunjukkan bahwa posisi strategi pemasaran Museum Aceh di Banda Aceh dalam meningkatkan kunjungan wisatawan berada pada kuadran I, yang artinya mendukung strategi pemasaran growth (pertumbuhan), hal tersebut merupakan situasi yang sangat menguntungkan di mana Museum Aceh memiliki peluang dan kekuatan yang sangat baik. Strategi yang harus diterapkan dalam kondisi ini adalah mendukung kebijakan pertumbuhan yang agresif (Growth-oriented strategy). Rekomendasi dari penelitian ini diharapkan dapat membantu Museum Aceh dalam merancang strategi pemasaran yang lebih efektif dan berkelanjutan.

Kata Kunci: Strategi Pemasaran, Wisatawan, Analisis SWOT, Museum Aceh

This study aims to analyze the marketing strategies implemented by the Aceh Museum to increase the number of tourist visits. The Aceh Museum is one of the cultural tourism destinations that has great potential to attract tourists, both domestic and foreign. However, despite having high historical and cultural appeal, tourist visits to this museum have not been optimal. Therefore, this study focuses on identifying and evaluating marketing strategies that have been implemented and proposing more effective marketing strategies. This study uses a qualitative approach with the SWOT and descriptive analysis method—data collection techniques through observation, interviews, and documentation. The results of the study indicate that the position of the Aceh Museum marketing strategy in Banda Aceh in increasing tourist visits is in quadrant I, which means supporting a growth marketing strategy, this is a very profitable situation where the Aceh Museum has excellent opportunities and strengths. The strategy that must be implemented in this condition is to support an aggressive growth policy (Growth-oriented strategy). Recommendations from this study are expected to assist the Aceh Museum in designing a more effective and sustainable marketing strategy.

Keywords: Marketing Strategy, Tourists, SWOT Analysis, Aceh Museum

Referensi

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Marlizar, Huzairin Fandefi, Lisnawati dan Yuslaidar. (2020). Analisis Strategi Pemasaran Untuk Meningkatkan Jumlah Kunjungan Wisatawan Di Kota Banda Aceh. Journal of Economics Science 6 (2): 89–99.

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Unduhan

Terbitan

Vol 10 No 2 (2024): OKTOBER 2024

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