Ecotourism Marketing Mix Strategy in Malagufuk Village, Sorong Regency, Southwest Papua Province


Authors : Muhammad Muflih Fawwaz Tahir; I Wayan Suardana; I Putu Sudana

Volume/Issue : Volume 9 - 2024, Issue 7 - July

Google Scholar : https://tinyurl.com/4hrf76ab

Scribd : https://tinyurl.com/2fx6skda

DOI : https://doi.org/10.38124/ijisrt/IJISRT24JUL613

Abstract : This study aimed to analyze the strengths and weaknesses of internal factors in the marketing mix (7P), the opportunities and threats of external factors in PESTLE, and to formulate an ecotourism marketing mix strategy and the implementation of the resulting strategy program. This research used a descriptive qualitative approach. Data in this study were collected through interviews, observations, documentation, and questionnaires. The informants in this study were the government and the community, while the respondents filling out the 7P questionnaire were tourists, totaling 70 people, and the respondents filling out the PESTLE questionnaire were government officials and community managers, totaling 10 people. Data analysis used IFE and EFE analysis, SWOT, and SOSTAC.The results of this study indicated that the aspects of product, people, and physical evidence were strengths in the internal factors, while the aspects of price, promotion, place, and process were weaknesses in the internal factors of the marketing mix. In the external aspect, the opportunities in marketing identified in this study were in the social, economic, and technological aspects, while the threats were in the political, legal, and environmental aspects. Based on the results of IFE, EFE, and SWOT analysis, the resulting strategy was in quadrant I. This indicated that the SO strategy was an alternative strategy that used strengths to take advantage of opportunities in ecotourism marketing in Malagufuk Village.

Keywords : Marketing, Kampung Malagufuk, Birdwatching, Ecotourism.

References :

  1. Adeola, O. dan Olaniyi E. 2019. tourism: mobile phones, internet and tourism in Africa, Tourism Recreation Research, DOI: 10.1080/02508281. 2018.1562662.
  2. Amanda, S. R. 2022. Strategi Pemasaran Marketing untuk meningkatkan jumlah Penjualan Paket Wisata Lombok. Journal of Mandalika Review, 1(1), 18-22.
  3. Arida, I. N. S. 2017. Ekowisata (Pengembangan Partisipasi Lokal Dan Tantangan Ekowisata. Bali: Caraka Press.
  4. Bluwstein, J. 2017. Creating ecotourism territories: Environmentalities in Tanzania’s community-based conservation. Geoforum; Journal of Physical, Human, and Regional Geosciences, 83 (1), 101–113. https://doi.org/10.1016/j.geoforum.2017.04.009
  5. Buckley R. C., Morrison C., Castley J. G. 2016. Net effects of ecotourism on threatened species survival. PLOS ONE 11(2):e0147988.
  6. Cobbinah, P. B., Black, R., dan Thwaites, R. 2015. Biodiversity conservation and livelihoods in rural Ghana: Impacts and coping strategies. Environmental Development, 15, 79–93. https://doi.org/ 10.1016/j.envdev.2015.04.006
  7. Cobbinah, P. B., Black, R., dan Thwaites, R. 2017. Ecotourism implementation in the Kakum Conservation Area, Ghana: Administrative framework and local community experiences. In Ecotourism in Sub-Saharan Africa (pp. 129-148). Routledge.
  8. Courvisanos, J., dan Jain, A. 2006. A framework for sustainable ecotourism: Application to Costa Rica. Tourism and Hospitality Planning dan Development, 3(2), 131 –142.
  9. Er, A. C. dan Sherly S. 2015. Marketing Mix of Ecotourism Product in Kuching, Sarawak, Malaysia. Mediterranean Journal of Social Sciences, Vol. 6 (4), 39
  10. Ezaki, A., dan Bricker, K. S. 2012. The International Ecotourism Society: A brief history. In K. S. Briker, R. Black, dan S. Cottrell (Eds.), Sustainable tourism and the millennium development goals: Effecting positive change (pp. xxi– xxv). Burlington, MA: Jones and Bartlett Learning.
  11. Fletcher, R. 2019. Ecotourism after nature: Anthropocene tourism as a new capitalist “fix”. Journal of Sustainable Tourism, 27(4), 522–535. https://doi.org/10.1080/09669582.2018.1471084 Flick, U. (2014). An introduction to qualitative research (5th ed.). Sage.
  12. Fofit, S. 2023. Marine Tourism Development Strategy in Raja Ampat. Scientia Journal, 12.
  13. Ghoddousi, S., Pintassilgo, P., Mendes, J., Ghoddousi, A., dan Sequeira, B. 2018. Tourism and nature conservation: A case study in Golestan National Park, Iran. Tourism Management Perspectives, 26, 20–27. https://doi.org/10.1016/j. tmp.2017.12.006.
  14. Hausmann, A., Slotow, R., Burns, J. K., dan Di Minin, E. 2016. The ecosystem service of sense of place: Benefits for human well-being and biodiversity conservation. Environmental Conservation, 43(02), 117–127. https://doi.org/ 10.1017/s0376892915000314.
  15. Koroy, K., dkk. 2017. Pengembangan Ekowisata Bahari Menganalisis Sumberdaya Pulau-pulau Kecil di Pulau Syafi dan Liwo, Kabupaten Halmahera Tengah. Jurnal Teknologi Perikanan dan Kelautan, Vol. 8 No.1: 1-17.
  16. Kotler P. dan Gary A. 2003. Prinsip - Prinsip pemasaran. Jakarta: PT. Indeks
  17. Kotler P. dan Gary A. 2006. Principles of Marketing, (11th Ed.). Upper Saddle River: New Jersey.
  18. Kotler, P.  1993. Manajemen Pemasaran, Analisis, Perencanaan, Implementasi dan Pengendalian, Jilid 1. Jakarta: Erlangga.
  19. Kusmayadi. 2017. Strategi Pengembangan Desa Wisata Yenwaupnor Kabupaten Raja Ampat Provinsi Papua Barat. Jurnal Sains Terapan Pariwisata, 2.
  20. Massi, M. and De Nisco, A. 2018, "The Internet-Based Marketing of Ecotourism: Are Ecotourists Really Getting What They Want?”. Camilleri, M.A. (Ed.) Tourism Planning and Destination Marketing. Emerald Publishing Limited, Bingley, pp. 161-182. https://doi.org/10.1108/978-1-78756-291-220181008.
  21. Nurmadewi, D. 2023. MARKETING SEBAGAI STRATEGI PEMASARAN DESA WISATA LOMBOK KULON KABUPATEN BONDOWOSO JAWA TIMUR. In Seminar Nasional Pariwisata dan Kewirausahaan (SNPK) (Vol. 2, pp. 385-392).
  22. Polonsky, M. J., dan Rosenberger, P. J. 2006. An Exploratory Examination of Environmentally Responsible Straight Rebuy Purchases in Large Australian Organizations. Journal of Business & Industrial Marketing, 13(1): 181-200.
  23. Sabuhoro, E., Wright, B., Munanura, I. E., Nyakabwa, I. N., dan Nibigira, C. 2017. The potential of ecotourism opportunities to generate support for mountain Gorilla conservation among local communities neighboring volcanoes National Park in Rwanda. Journal of Ecotourism, 1–17. https://doi.org/10.1080/14724049.2017.1280043.
  24. Utama, I. G. B. R. 2017. Pemasaran Pariwisata. Yogyakarta: Andi Publisher.
  25. Weaver, D. B. 2001. The encyclopedia of ecotourism. Wallingford: CABI.
  26. Widodo, A., R. Yusiana., dan C. Stevanie. 2015. Pengaruh Green Marketing Terhadap Nilai Yang Dipersepsikan Dalam Keputusan Pembelian Pada Ades. Jurnal Ecodomica, 3(2): 529-538.
  27. Wu, W. 2020, “Analysis of tourism, virtual tourism and wisdom tourism”, edited by Z., X., R. M., P., M., H. and O., L.-G. International Conference on Cyber Security Intelligence and Analytics, CSIA 2020, Springer Science and Business Media Deutschland GmbH. Business School Tourism Department, Jianghan University, Wuhan.
  28. Yanti, D. 2019. Analisis strategi pengembangan tourism sebagai promosi pariwisata di Toba Samosir. Jurnal Darma Agung, 27(1), 814-821.
  29. Ziyadin, S., Dauliyeva, G., Kalymbekova, Z. and Turlybekova, A. 2018,“Key aspects of tourism modernization”, in K.S., S. (Eds), 31st International Business Information Management Association Conference: Innovation Management and Education Excellence through Vision 2020, IBIMA 2018, International Business Information Management Association, IBIMA, AlFarabi Kazakh National University, Almaty, pp. 2065-2070.

This study aimed to analyze the strengths and weaknesses of internal factors in the marketing mix (7P), the opportunities and threats of external factors in PESTLE, and to formulate an ecotourism marketing mix strategy and the implementation of the resulting strategy program. This research used a descriptive qualitative approach. Data in this study were collected through interviews, observations, documentation, and questionnaires. The informants in this study were the government and the community, while the respondents filling out the 7P questionnaire were tourists, totaling 70 people, and the respondents filling out the PESTLE questionnaire were government officials and community managers, totaling 10 people. Data analysis used IFE and EFE analysis, SWOT, and SOSTAC.The results of this study indicated that the aspects of product, people, and physical evidence were strengths in the internal factors, while the aspects of price, promotion, place, and process were weaknesses in the internal factors of the marketing mix. In the external aspect, the opportunities in marketing identified in this study were in the social, economic, and technological aspects, while the threats were in the political, legal, and environmental aspects. Based on the results of IFE, EFE, and SWOT analysis, the resulting strategy was in quadrant I. This indicated that the SO strategy was an alternative strategy that used strengths to take advantage of opportunities in ecotourism marketing in Malagufuk Village.

Keywords : Marketing, Kampung Malagufuk, Birdwatching, Ecotourism.

Video Explanation for Published paper

Never miss an update from Papermashup

Get notified about the latest tutorials and downloads.

Subscribe by Email

Get alerts directly into your inbox after each post and stay updated.
Subscribe
OR

Subscribe by RSS

Add our RSS to your feedreader to get regular updates from us.
Subscribe