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Novitaningtyas, Ivo
Universitas Tidar
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Journal : Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal

 1 
STRATEGI PEMASARAN DESA BRAJAN MENUJU DESA WISATA MANDIRI: MARKETING STRATEGY FOR BRAJAN VILLAGE TO BE INDEPENDENT TOURISM VILLAGE Ivo Novitaningtyas; Andhatu Achsa; Budi Rahardjo
Jurnal Aplikasi Bisnis dan Manajemen (JABM) Vol. 6 No. 3 (2020): JABM Vol. 6 No. 3, September 2020
Publisher : School of Business, Bogor Agricultural University (SB-IPB)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17358/jabm.6.3.591

Abstract

The objective of this research is to identify the existing business model implemented by Brajan Tourism Village by using Business Model Canvas (BMC) approach in order to develop a new business model after being analyzed by the SWOT analysis. SWOT analysis uses to identify the condition of internal factors based on the marketing mix of services and the conditions of external factors based on economic, environmental, political, socio-cultural, and technological conditions. The result shows that the condition of this tourism village has many strengths and some opportunities that have not been utilized. Thus, the formulation of strategies that can be applied is SO strategy, such as developing tourism products according to tourist interest trends, collaborating with tourism influencers as a promotion tool through social media, and increasing the quality and quantity of tourist facilities. The strategy should be implemented to develop a new business model for the Brajan Tourism Village in order to become an independent tourism village. Keywords: tourism village, marketing strategy, SWOT, business model canvas, Brajan
Co-Authors 12.520.20.206 Shinta Ratnawati, 12.520.20.206 Agustin, Hesti Ahmad Zahid, Reza Akbar, Bintang Mukhammad Burhanudin Andhatu Achsa Anggraeni Purnama Dewi Apsari, Farah Afra Arrosadi, Arina Hidayat Astiti, Sonia Okky Axel Giovanni Bharata, Risma Wira Bintang Mukhammad Burhanudin Akbar Budi Hartono Budi Lestari Budi Rahardjo Budi Rahardjo Cahyani, Annisa Putri Clarisa Alfa Lionora Dea Eka Martshita Dea Tanti Safitri Deni Ramdani, Deni Destiningsih, Rian DEWI FITRIANI Diar Marlina Verawati Dinar Melani Hutajulu Fadilah, Ihwan Febriani, Devita Nurul Fifit Nilasari Fitrah Sari Islami Galuh Tiyasherlinda Ghufron Ulinuha Hadi Sasana Hanung Eka Atmaja Husnul Hotimah Indah Ayu Johanda Putri Indah Lusiana Islami, Fitrah Sari Ivansyah, Nur Fajar Izzah Nur Masyithoh Jihad Lukis Panjawa Khaerani, Anisa Zahra Khairul Ikhwan Khusna, Siti Lailatul Kusuma, Aditya Indra Luh Putu Ratna Sundari Lusiana, Indah Mas Eko Affandi MUH NURUL HUDA Nining Yulia Putri Norma Santi Novi Erawati Nugroho, Ramadhani Lukman Nuraini, Firda Nurfagfira, Uslifa Nurmala, Ahya Nurunnisa, Ika Amalia Nuwun Priyono Oky Pujianto Pardongan Sihombing Rahmawati, Heni Ramdani, Deni Rita Dewi Anggraeni Purnamasari Rizqy, Dea Saefudin Safitri, Dea Tanti Sholeh Nur Rohmat Sih Bagas Pangerando Sijabat, Yacobo P Siti Nurhidayah Sonia Aprilia Saputri Sudati Nur Sarfiah Suko Rina Adibatunabillah Tisa Ayu Septiani Tri Puji Hastutik Tri Yulianingsih Trisyaningsih, Melati Utami, Dati Mega Utpala Rani Verawati, Dian Marlina Wulandari Wulandari Yanuariza, Yasmin Vitra