Analysis of Marketing Strategy in the Development of Jati Sewu Destinations, Gresik Regency

Febriyanti Dwi Wulandari; Abdul Halik; Endah Budiarti

doi:10.59890/ijma.v4i3.18

Authors

Febriyanti Dwi Wulandari Universitas 17 Agustus 1945 Surabaya
Abdul Halik Universitas 17 Agustus 1945 Surabaya
Endah Budiarti Universitas 17 Agustus 1945 Surabaya

DOI:

https://doi.org/10.59890/ijma.v4i3.18

Keywords:

Marketing Strategy, SWOT, AHP, Tourism, Teak Sewu Tourism

Abstract

This study analyzes the internal-external factors of the marketing strategy of Wisata Jati Sewu, formulates a strategy with SWOT, and determines strategy priorities using AHP. A descriptive qualitative approach with data from observations, interviews, documentation, and expert assessments. Result: The main strengths are the concept of nature, affordable prices, complete facilities, and beautiful environment. Disadvantages: suboptimal digital promotion, limited marketing human resources, and low stakeholder collaboration. An aggressive strategy was produced, with AHP priorities: (1) strengthening digital promotion, (2) improving service quality, (3) developing experience-based tour packages, and (4) collaboration with influencers/travel agents. This research provides practical implications for destination managers.

References

Badan Pusat Statistik Kabupaten Gresik. (2024). Kabupaten Gresik dalam angka 2024. BPS Kabupaten Gresik.

David, F. R., David, F. R., & David, M. E. (2020). Strategic management: A competitive advantage approach, concepts and cases (17th ed.). Pearson.

George, B. (2025). Digital destination branding and tourism competitiveness: A systematic review. Tourism Review, 80(2), 315–330.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning.

Hasan, A. (2015). Tourism marketing. CAPS.

Kim, J., & Park, H. (2021). The role of digital marketing in enhancing tourist destination competitiveness. Journal of Hospitality and Tourism Management, 49, 120–130.

Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2022). Marketing for hospitality and tourism (8th ed.). Pearson.

Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing management (16th Global ed.). Pearson.

Marimin, & Maghfiroh, N. (2010). Aplikasi teknik pengambilan keputusan dalam manajemen rantai pasok. IPB Press.

Moleong, L. J. (2021). Metodologi penelitian kualitatif (Edisi revisi). PT Remaja Rosdakarya.

Morrison, A. M. (2019). Marketing and managing tourism destinations (2nd ed.). Routledge.

Nugroho, R. S., & Rahmawati, D. (2021). Digital marketing strategy for sustainable tourism destination development. Jurnal Manajemen dan Kewirausahaan, 23(2), 165–177.

Pinontoan, W., Tumbel, A., & Loindong, S. (2024). Strategi komunikasi pemasaran digital dalam meningkatkan daya saing destinasi wisata. Jurnal EMBA, 12(1), 456–468.

Porter, M. E. (1985). Competitive advantage: Creating and sustaining superior performance. Free Press.

Rangkuti, F. (2018). Analisis SWOT: Teknik membedah kasus bisnis (24th ed.). PT Gramedia Pustaka Utama.

Saaty, T. L. (1980). The analytic hierarchy process. McGraw-Hill.

Saaty, T. L. (2008). Decision making with the analytic hierarchy process. International Journal of Services Sciences, 1(1), 83–98.

Smith, P. R. (2022). SOSTAC® guide to your perfect digital marketing plan. PR Smith.

Sugiyono. (2023). Metode penelitian kualitatif, kuantitatif, dan R&D (Edisi ke-3). Alfabeta.

Sunaryo, B. (2013). Kebijakan pembangunan destinasi pariwisata: Konsep dan aplikasinya di Indonesia. Gava Media.

UNWTO. (2023). Tourism highlights 2023 edition. World Tourism Organization.

Utama, I. G. B. R. (2017). Pemasaran pariwisata. Andi.

Yoeti, O. A. (2016). Perencanaan dan pengembangan pariwisata. PT Balai Pustaka.

Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw-Hill.

Zhang, Y., Li, X., & Wang, S. (2023). Digital transformation and destination competitiveness: Evidence from tourism marketing. Sustainability, 15(8), 6487.