Green Tourism Marketing Strategy In Bantimurung South Sulawesi

DOI

10.2991/icame-17.2017.15How to use a DOI?

Keywords

Strategy; Marketing; Green Tourism

Abstract

Green Tourism marketing strategy as an important part of tourism business sustainability. The potential of Green Tourism is considered an effective tool for sustainable development and is the reason for developing countries to use this concept in economic and conservation development strategies. The research design used is a combination of qualitative and quantitative. Qualitative data obtained from interviews with respondents to obtain stakeholder perceptions while quantitative obtained through the process of weighting and rating of the facts internal and external by the respondent. The result of internal and external factor analysis become a reference in the formulation of the marketing strategy of green tourism program at Bantimurung tourist destination in South Sulawesi. The research used several methods, such as IFAS Matrix Analysis and EFAS which will produce a strategy, next SWOT analysis which is assisted with SWOT diagrams and matrices that will produce an alternative strategy. The result of research from internal and external factor analysis which is described through the strength of internal strategic factor (score 2,13) and opportunity from external strategy factor (score 2,28) indicate that green tourism program in Bantimurung has good strength to compete with a competitor. The marketing position of the Green Tourism program in Bantimurung is currently in a "Growing and Developing" position so that the strategy that must be applied is market penetration through promotion and publicity enhancement, market development strategy through cooperation with travel agent, and product development strategy by maintaining price but offering quality Products that are more applicable to tourist.

Copyright

© 2017, 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/).

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TY  - CONF
AU  - Hikmah
AU  - Nurdin
PY  - 2017/10
DA  - 2017/10
TI  - Green Tourism Marketing Strategy In Bantimurung South Sulawesi
BT  - Proceedings of the 2nd International Conference on Accounting, Management, and Economics 2017 (ICAME 2017)
PB  - Atlantis Press
SP  - 195
EP  - 213
SN  - 2352-5428
UR  - https://doi.org/10.2991/icame-17.2017.15
DO  - 10.2991/icame-17.2017.15
ID  - 2017/10
ER  -