Lisandi, Aura Alifia and Kaskoyo, Hari and RUSITA, RUSITA and Qurniati, Rommy (2023) IDENTIFICATION OF MARKETING MIX IN THE MANAGEMENT OF PETENGORAN MANGROVE FOREST TOURISM IN GEBANG VILLAGE, PESAWARAN, LAMPUNG. 5. ULUSLARARASI PALANDÖKEN BİLİMSEL ÇALIŞMALAR KONGRESİ.

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Abstract

Marketing in the field of nature tourism is an important thing that can be done as part of a strategy to attract visitors. Products promoted in the market will make an optimal contribution to tourist attractions. Therefore, improving the quality of a tourism product is an important thing to consider in the development of this tourism. The Gebang Village Petengoran Mangrove Forest is a collaboration between the Gebang Village community and PT. Jafpa Comfeed Indonesia Tbk to start becoming a tourist destination in Lampung. The COVID-19 pandemic that has occurred throughout the world has caused a decrease in the income of many sectors of society. One of them is the Petengoran mangrove forest in Gebang Village, which has experienced a decrease in the number of visitors. This study aims to determine the level of compatibility between the importance of the marketing mix factors according to tourists and the level of reality that has been assigned to the Petengoran Mangrove Forest. Data is collected through direct interviews with tourists. Data analysis was performed using quantitative and descriptive analysis. According to the results of the research conducted, it is known that the marketing mix of the Petengoran Mangrove Forest can be seen from its components, namely, product, price, place, promotion, people, process, and physical evidence. Based on these seven variables, the most dominant value is the promotion factor, with an average of 137.50, the promotion factor is in the strongly agree category. This is because the promotions carried out are in accordance with the facts obtained in the Petengoran Mangrove Forest. The lowest average value is in the physical evidence factor with an average value of 118.83, which is in the agree category. This is due to inadequate availability and cleanliness of facilities.

Item Type:	Article
Subjects:	S Agriculture > SD Forestry
Divisions:	Fakultas Pertanian (FP) > Prodi Kehutanan
Depositing User:	ROMMY QURNIATI .
Date Deposited:	17 May 2023 01:27
Last Modified:	17 May 2023 01:27
URI:	http://repository.lppm.unila.ac.id/id/eprint/51714

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