Strategi Pemasaran Pasar Wisata dan Tanaman Hias Yogyakarta(PASTY) sebagai Daya Tarik Wisata Baru di Yogyakarta

Adhen Mayoga , I Made Krisnajaya

2014 | Skripsi | Manajemen dan Kebijakan Publik (dh. Ilmu Administrasi Negara)

ABSTRACT As traditional markets, potency and image of Pasty as a tourism attraction has not popular yet. For the survival of their future it is important to make strategy which become guideline in the marketing the potency of Pasty in order to attract the hobbyists and tourists as well as accommodate of stakeholders involved. Therefore, this study aims to formulate marketing strategies of Pasty as a new tourism attraction in Yogyakarta. The method used in this study is a qualitative approach. The units of analysis in this study are places and activities related to product, price, distribution, and promotion as well as parties related directly or indirectly to the marketing Pasty as a tourism attraction (tourists, hobbyists, traders, community, UPT Pasty, Dinlopas, Department of Tourism and Culture in Yogyakarta). The data collecting technique done through primary data (interviews, observation and documentation in the field) as well as secondary data (books, journals, printed and digital media). Test the validity of the data using triangulation sources, techniques, and time. Data were analyzed using SWOT analysis, SWOT matrix, and Litmus Test. Marketing strategy formulation process, in this study begins by clarifying the duties and functions, followed by clarification of the vision and mission of UPT Pasty, then identify opportunities and threats in the analysis of external conditions, as well as the identification of strengths and weaknesses in internal environmental analysis that can be assembled into the SWOT matrix will produce four cells strategic alternatives. Alternative strategies were then selected to respond to strategic issues that arise in this study. Alternative strategies that can respond to the strategic issue, then tested using Litmus Test to determine the level of strategizing. The results of this study formulated that there are 10 strategies used in marketing Pasty as a new tourism attraction in Yogyakarta, which reinforces the image of Pasty as a new tourism attraction to create a logo and slogan Pasty official which support environmental sustainability, as well as grabbing hobbyist and tourists segment optimally by product strategy that is procurement of unique souvenir kiosk of Pasty, revitalization culinary region, adding diversity of children's playground facilities, innovation in education package, distribution strategies through cooperation with travel agents. Promotion Strategy by creating Pasty website, promotion to schools in the province, held a tourism event in Pasty, and promotion via print media. In marketing Pasty, harmonious coordination, synergy, and effectively among stakeholders in the planning, implementation, monitoring and evaluation needs to be built and upgraded in order to harmonize efforts in marketing Pasty as a new tourism attraction that excel in Yogyakarta. Keywords: strategy, marketing, tourism attractions.

Kata Kunci : Strategi Pemasaran