ANALISIS STRATEGI PEMASARAN PADA DINAS PARIWISATA DAN KEBUDAYAAN PROVINSI DKI JAKARTA

Priosusanto, Agung (2012) ANALISIS STRATEGI PEMASARAN PADA DINAS PARIWISATA DAN KEBUDAYAAN PROVINSI DKI JAKARTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Tujuan dari penelitian ini adalah memberikan masukan strategi pemasaran yang efektif bagi Dinas Pariwisata dan Kebudayaan Provinsi DKI Jakarta, meningkatkan kunjungan wisatawan dan PAD, dan mengetahui posisi organisasi dengan menggunakan matrik Internal Eksternal (IE) Pada penelitian ini peneliti menggunakan Metode Analisis Deskriptif. Data yang dikumpulkan melalui studi pustaka dan internal institusi. Data yang dianalisa terdiri dari analisa lingkungan eksternal dan internal institusi, analisa pesaing, Marketing Mix, dan STP (Segmenting, Targeting, Positioning). Selanjutnya dianalisa dengan matrix SWOT, matrik IE, dan matrik Grand Strategy. Kesimpulan dari penelitian ini adalah Dinas Pariwisata dan Kebudayaan Provinsi DKI Jakarta harus meningkatkan strateginya sebagai bagian untuk menaikkan PAD melalui kunjungan wisatawan dengan menetapkan strategi pengembangan pasar, penetrasi pasar, dan strategi pengembangan produk wisata serta peningkatan kegiatan promosi. Berdasarkan matrik IE posisi Dinas Pariwisata dan Kebudayaan ada di posisi Growth dimana memiliki lebih banyak kekuatan dan peluang dari pada kelemahan dan ancaman. Kata Kunci: Strategi Pemasaran, Pariwisata, IFAS, EFAS, analisa SWOT, Matrik Grand Strategi, Matrik IE The purpose of this study are to give an input of effective marketing strategy to Tourism and Culture Department of Jakarta Province, to increase tourist visit and local revenue, and knowing organization positions using Internal External Matrix (IE) In this study, the researcher used descriptive analysis method. Data collected through the study of literature and internal sources. The data analyzed consist of external and internal environment analysis of department, competitor analysis, Marketing Mix, STP (Segmenting, Targeting, Positioning). Subsequently analyzed by SWOT matrix, the matrix of IE, and matrix of Grand Strategy. The conclutions of this study is Tourism and Culture Department of Jakarta Province should increase its strategies as part to raise a local revenue through tourist visit to establish the strategies of market development, market penetration and product development as well as increaced tourism promotion activities. Then based on IE Matrix of Tourism and Culture Department position is in the growth position where its has more strengths and opportunities than weakness and threats Keywoords: Marketing Strategy, Tourism, IFAS, EFAS, SWOT Analysis, Grand Strategy Matrix, IE Matrix.

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