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All Journal Al-Mustashfa Bio Educatio : The Journal of Science and Biology Education Islamic Management and Empowerment Journal Edutourism : Journal Of Tourism Reseach Jurnal Abdimas Pariwisata Al-Muamalat : Jurnal Ekonomi Syariah Jurnal Pariwisata Indonesia Journal of Comprehensive Science Hawalah : Kajian Ilmu Ekonomi Syariah INCOME: Indonesian Journal of Community Service and Engagement Islamic Tourism JESKaPe: Jurnal Ekonomi Syariah, Akuntansi dan Perbankan Journal of Sharia Tourism and Hospitality Jurnal Pengkajian Penelitian Syariah dan Ilmu Hukum Al-Mustashfa: Jurnal Penelitian Hukum Ekonomi Syariah
Hafni Khairunnisa
Universitas Islam Negeri Siber Syekh Nurjati Cirebon
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Social Sciences Transportation Other

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Strategi Pemasaran Museum Topeng Cirebon dalam Meningkatkan Jumlah Kunjungan Wisatawan Fikri Firdaus; hafni khairunnisa; Haulah Nakhwatunnisa
i-Tourism: Jurnal Pariwisata Syariah Vol. 6 No. 1 (2026): I-TOURISM : Jurnal Pariwisata Syariah
Publisher : UIN Mahmud Yunus Batusangkar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31958/itourism.v6i1.16753

Abstract

This research aims to analyze the marketing strategy implemented by the Cirebon Mask Museum and to formulate alternative strategies to increase the number of tourist visits. Despite having unique collections and high philosophical value, the Cirebon Mask Museum still faces challenges in terms of visibility and the dominance of a single visitor segment. This study employs a qualitative approach with the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis method. Data were collected through in-depth interviews, field observations, and documenThis research aims to analyze the marketing strategy implemented by the Cirebon Mask Museum and to formulate alternative strategies to increase the number of tourist visits. Despite having unique collections and high philosophical value, the Cirebon Mask Museum still faces challenges in terms of visibility and the dominance of a single visitor segment. This study employs a qualitative approach with the SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis method. Data were collected through in-depth interviews, field observations, and documentation studies. The results show that the strategic position of the Cirebon Mask Museum is in Quadrant I (Aggressive Strategy) with coordinate values of (+2.01; +1.84). This indicates that the museum possesses significant internal strengths to maximize external opportunities. The primary recommended strategy is the S-O (Strengths-Opportunities) strategy, which includes optimizing digital campaigns based on the collections’ philosophical narratives, developing collaborative tourism packages with the tourism industry, and enhancing educational programs to expand market reach beyond the student segment. Improvements in physical accessibility and the diversification of social media content are key to increasing market penetration for general and international touriststation studies. The results show that the strategic position of the Cirebon Mask Museum is in Quadrant I (Aggressive Strategy) with coordinate values of (+2.01; +1.84). This indicates that the museum possesses significant internal strengths to maximize external opportunities. The primary recommended strategy is the S-O (Strengths-Opportunities) strategy, which includes optimizing digital campaigns based on the collections’ philosophical narratives, developing collaborative tourism packages with the tourism industry, and enhancing educational programs to expand market reach beyond the student segment. Improvements in physical accessibility and the diversification of social media content are key to increasing market penetration for general and international tourists
Co-Authors Abdul Holis Adesty Lasally Ahsanunadia, Nida Apriyana Aza Nur Fitriyani Prihatin Dewi Fatmasari Dinasta Yanuar, Ivo Eef Saefullah, Eef Ellma fadli abdullah Fadli Daud Abdullah Fikri Firdaus Fikri, Hamdan Fuadi Afif Hakim , Jidan Dzulfikar Haulah Nakhwatunnisa Jimmy Sandi Prasetyo Layaman, Layaman M. Dhika Nuriadhy Mahfudz, Akbar Abdurrahman Mahrun Nisa Ali Miftahudin, Dian Nazhara Izzatulmumtaz Nining Wahyuningsih Prihatin, Aza Nur Fitriyani Protasius Tiberius Jehane Revi Agustin Asyianita Risa Rohayati Siswahyudianto Soliha, Wiwi Sulistyo Hadi Trias Shofi Nur’aini Ubaidillah Ubaidillah Yati Haryati Yati Haryati