文章基本信息

标题：STRATEGI PEMASARAN DESA BRAJAN MENUJU DESA WISATA MANDIRI:
本地全文：下载
作者：Ivo Novitaningtyas ; Andhatu Achsa ; Budi Rahardjo 等
期刊名称：Jurnal Aplikasi Bisnis dan Manajemen
印刷版ISSN：2528-5149
电子版ISSN：2460-7819
出版年度：2020
卷号：6
期号：3
页码：591-591
DOI：10.17358/jabm.6.3.591
出版社：Bogor Agricultural University
摘要：The objective of this research is to identify the existing business model implemented by Brajan Tourism Village by using Business Model Canvas (BMC) approach in order to develop a new business model after being analyzed by the SWOT analysis. SWOT analysis uses to identify the condition of internal factors based on the marketing mix of services and the conditions of external factors based on economic, environmental, political, socio-cultural, and technological conditions. The result shows that the condition of this tourism village has many strengths and some opportunities that have not been utilized. Thus, the formulation of strategies that can be applied is SO strategy, such as developing tourism products according to tourist interest trends, collaborating with tourism influencers as a promotion tool through social media, and increasing the quality and quantity of tourist facilities. The strategy should be implemented to develop a new business model for the Brajan Tourism Village in order to become an independent tourism village.
关键词：tourism village; marketing strategy; SWOT; business model canvas; Brajan