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description Journal article public Jurnal Ekonomi Universitas Esa Unggul

Strategi Pengembangan Bisnis pada Bisnis Pariwisata

Abdullah Umar, Agung Hari Sasongko, Glory Agusman, Sugiharto Sugiharto
Diterbitkan 2016

Abstrak

Indonesia is an archipelagic nation which has a diverse tourist destination is quite interesting, whether it be of attractions, culinary, arts, cultural and natural charm. With so many places of this tourist destination, it can be developed into a promising business. By utilizing the marketing mix, namely Product, Price, Place, Promotion, People, Process and Physical evidence. Of the marketing mix can then be mapped to the matrix Ansoff for getting products that can be used as a business development strategy of tourism. This research was conducted with qualitative methods, namely by conducting interviews and observations to the tourism industry players. The results showed that the best business strategy is to do Product Diversification, ie change of market share by doing in combination with product changes. Another alternative is with the Market Penetration, Product Development or Market Development. With this strategy, is expected to obtain a good product at an affordable price by consumers. As well as increase the number of tourist arrivals in the regions in Indonesia. Moreover, it can empower all of the resources that are around attractions, both in terms of human resources and facilities.

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