Tourism Marketing Strategy Based on Superior Potential of Pelaga Tourism Village, Petang District, Badung Regency

Abstract

Tourism marketing strategy for a tourism village differs from other tourist destinations. Tourism village marketing not primarily to earn profit but also focus on community welfare. Pelaga Tourism Village has various superior potential that can be explored further and need to be marketed to invite visitors. This study aims to recognize the Pelaga Tourism Village current position and formulate a marketing strategy of superior potential tourist attractions to increase the number of tourists. The study was conducted qualitatively to develop a tourism marketing strategy for existing superior potential in Pelaga. Data collection techniques were done by using in-depth interviews, observation and documentation. The informant for interviews were stakeholders of Pelaga Tourism Village. The strengths, weaknesses, opportunities and threats of internal and external factors related to Pelaga Tourism Village were identified in a focus group discussion. Position was determined with calculating the Internal Factor Analysis Strategy and External Factor Analysis Strategy score. The marketing strategy was proposed based on SWOT analysis. The main outcome of this study is a marketing strategy of Pelaga Tourism Village.