Abstract:This study aims to examine the right marketing mix strategy to increase tour packages on the island of Serangan, Bali which can be a benchmark in the development of tour packages in other potential tourist destinations area. Mix method (qualitative and quantitative) research, sampling of data used by random sampling. All variables (product, price, place or distribution channel, promotion) in the study were written in the IE matrix and analyzed using SWOT analysis, EFAS, and IFAS tables. Based on SWOT analysis … Show more
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