Analysis of Tourism Marketing Mix for Morotai KSPN Development

DOI

10.2991/978-2-38476-082-4_14How to use a DOI?

Keywords

Marketing Mix; Beach based Tourism Development; Tourism Strategy

Abstract

This study aims to determine the development of tourism marketing in Morotai Island Regency which has been designated as one of the 10 National Tourism Strategic Areas (KSPN) in Indonesia. The method used in this study is a literature review. The focus in this study is to analyze the marketing mix approach in developing tourism in Morotai Island Regency. The results of the analysis show that the Morotai Island Regency Tourism Office as the technical agency administering tourism choice affairs can develop tourism marketing using the elements of product, price, place, and promotion. Product elements in tourism marketing can be done by developing a number of available attractions such as developing tourist villages, designing tourism products from the history of World War II, developing artificial tourism, and packaging international standard tourism event products. The Place element in tourism marketing in Morotai can be carried out by structuring and building physical tourism facilities consisting of home stays, restaurants, shelters, monitoring sites, parking lots on land and on the beach, accessibility arrangements, construction and improvement of sanitation, provision of electricity and water. The Price element of the tourism agency can use the Quick Penetration Strategy element, namely by offering a lower price but with quite high promotional costs. This is done to introduce more tourism products to the tourist market. Promotional elements can be implemented using four strategies, namely Advertising, Personal Selling, Publicity and Sales Promotion.

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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TY  - CONF
AU  - Iwan Muraji
AU  - Firda Hidayati
AU  - Niken Lastiti Veri Anggaini
PY  - 2023
DA  - 2023/07/26
TI  - Analysis of Tourism Marketing Mix for Morotai KSPN Development
BT  - Proceedings of the International Conference of Public Administration and Governance (ICOPAG 2022)
PB  - Atlantis Press
SP  - 139
EP  - 149
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-082-4_14
DO  - 10.2991/978-2-38476-082-4_14
ID  - Muraji2023
ER  -