<![CDATA[Abstrak Penelitian ini bertujuan untuk menganalisis penerapan strategi pemasaran destinasi ekowisata di Terminal Wisata Grafika Cikole Lembang dalam meningkatkan kunjungan wisatawan berdasarkan teori Services Marketing Mix (7P). Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif. Data diperoleh melalui wawancara, observasi, dan dokumentasi, kemudian dianalisis menggunakan model Miles dan Huberman. Hasil penelitian menunjukkan bahwa penerapan strategi pemasaran telah didukung oleh keberagaman produk wisata, kebijakan harga yang fleksibel, kualitas pelayanan, proses pelayanan, serta fasilitas yang memadai. Namun, pemanfaatan promosi digital masih berfungsi sebagai media brand awareness, sedangkan peningkatan kunjungan wisatawan lebih banyak didukung melalui kemitraan dengan Travel Agent dan Event Organizer (EO). Oleh karena itu, diperlukan sinergi antara promosi digital dan saluran kemitraan agar penerapan strategi pemasaran dapat mendukung peningkatan kunjungan wisatawan. Kata kunci : Strategi Pemasaran, Bauran Pemasaran Jasa 7P, Ekowisata, Kunjungan Wisatawan. Abstract This study aims to analyze the implementation of ecotourism destination marketing strategies at the Grafika Cikole Lembang Tourist Terminal in increasing tourist visits based on the Services Marketing Mix (7P) theory. The study employs a qualitative approach using descriptive methods. Data were collected through interviews, observations, and documentation, and then analyzed using the Miles and Huberman model. The results indicate that the implementation of marketing strategies has been supported by a diverse range of tourism products, flexible pricing policies, service quality, service processes, and adequate facilities. However, digital promotion is still primarily used as a medium for brand awareness, while the increase in tourist visits is largely supported through partnerships with travel agents and event organizers (EOs). Therefore, synergy between digital promotion and partnership channels is needed so that the implementation of marketing strategies can support an increase in tourist visits. Keywords: Marketing Strategy, 7P Service Marketing Mix, Ecotourism, Tourist Visits. ]]>
