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Vol. 5 No. 3 (2024) • Articles
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Strategi Bauran Promosi Lokananta Surakarta untuk Meningkatkan Kunjungan Wisatawan Lokal

Luh Putu Angelina Purnama Dewi
Universitas Kristen Satya Wacana
Zon Vanel
Universitas Kristen Satya Wacana
Published: September 10, 2024 Pages: 2320-2336
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Abstract

Competition in the industrial sector is getting tighter, but on the other hand, there is an imbalance in the increase in visit numbers. Business competition is a challenge and threat to survival. Lokananta Surakarta carries out several strategies because this has a crucial role in encouraging an increase in the number of visitors. This research is a qualitative descriptive research, with data collection methods using interviews and observation. The aim of carrying out this research is to find out and explain the promotional mix strategy used by Lokananta Surakarta to increase the number of local tourists. The results of this research show that there is a promotional mix used to increase visitors, namely advertising, sales, direct marketing, sales promotions and public relations. Sales promotion activities carried out include discounts, packages and merchandise which most persuade people to be more interested in visiting.

Keywords:
Promotional Mix Strategy Lokananta Surakarta Tourism Destination Local Tourist Visit
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Author Biographies
Luh Putu Angelina Purnama Dewi Universitas Kristen Satya Wacana

Universitas Kristen Satya Wacana, Kota Salatiga, Provinsi Jawa Tengah, Indonesia

Zon Vanel Universitas Kristen Satya Wacana

Universitas Kristen Satya Wacana, Kota Salatiga, Provinsi Jawa Tengah, Indonesia

How to Cite
Dewi, L. P. A. P., & Vanel, Z. (2024). Strategi Bauran Promosi Lokananta Surakarta untuk Meningkatkan Kunjungan Wisatawan Lokal. Jurnal Indonesia : Manajemen Informatika Dan Komunikasi, 5(3), 2320-2336. https://doi.org/10.35870/jimik.v5i3.893
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