Proceedings of the 3rd International Conference on Halal Development (ICHaD 2022)

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Marketing Strategy After the Covid 19 Pandemic at Langsa-Aceh Hutan Lindung Park

Authors
Suri Amilia1, Muhammad Rizqi Zati1, Dhian Rosalina1, *
1Universitas Samudra, Langsa, Indonesia
*Corresponding author. Email: dhian.rosalina@unsam.ac.id
Corresponding Author
Dhian Rosalina
Available Online 30 May 2023.
DOI
10.2991/978-94-6463-188-3_13How to use a DOI?
Keywords
Aggressive Strategy; Marketing Strategy
Abstract

Indonesia has many natural tourist destinations that are well-known in foreign countries. In a situation of economic recovery due to the COVID-19 pandemic, the tourism sector is the driving force for the national economy. Langsa City has a well-known Hutan Lindung Park both from within and outside the city. Hutan Lindung Park ecotourism is one of the popular tourist destinations affected by social restrictions and is currently struggling to attract visitors.The purpose of this study is to formulate a marketing strategy to increase consumer interest in visiting Hutan Lindung Park. This study used a SWOT analysis with twenty two respondents consisting of government agencies, Hutan Lindung Park Management, and visitors. The results showed that the position of the Langsa Hutan Lindung Park was in quadrant I which recommended using an aggressive strategy with three secondary strategies: Market Development Strategy, Product Development Strategy, and Market Penetration Strategy.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Halal Development (ICHaD 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
30 May 2023
ISBN
978-94-6463-188-3
ISSN
2352-5428
DOI
10.2991/978-94-6463-188-3_13How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Suri Amilia
AU  - Muhammad Rizqi Zati
AU  - Dhian Rosalina
PY  - 2023
DA  - 2023/05/30
TI  - Marketing Strategy After the Covid 19 Pandemic at Langsa-Aceh Hutan Lindung Park
BT  - Proceedings of the 3rd International Conference on Halal Development (ICHaD 2022)
PB  - Atlantis Press
SP  - 118
EP  - 129
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-188-3_13
DO  - 10.2991/978-94-6463-188-3_13
ID  - Amilia2023
ER  -