ANALISIS STRATEGI PEMASARAN PADA DESA WISATA KEMENUH: : Studi Kasus pada 5 Galeri Patung di Desa Wisata Kemenuh, Gianyar

Ni Kadek Aristya Adinanda (Institut Pariwisata Dan Bisnis Internasional)
Reinada Happy Easterina (Institut Pariwisata dan Bisnis Internasional)
Medeleine Rambu Naomi Nggaba (Institut Pariwisata Dan Bisnis Internasional)
I Wayan Putra Aditya (Institut Pariwisata Dan Bisnis Internasional)

Jurnal Manajemen Perhotelan dan Pariwisata
Vol. 9 No. 2 (2026): Jurnal Manajemen Perhotelan dan Pariwisata (IN PRESS)

This study is motivated by the suboptimal marketing strategies of sculpture galleries in increasing tourist visits in Kemenuh Tourism Village, Gianyar Regency, Bali. The purpose of this study is to analyze the existing marketing strategies and formulate more effective approaches. This research uses a descriptive qualitative method with data collected through observation, interviews, and documentation. Data analysis applies the marketing mix approach and an analysis of strengths, weaknesses, opportunities, and threats. The results indicate that marketing activities are still dominated by conventional methods and have not optimally utilized digital media. Therefore, strengthening culture-based branding, developing digital marketing, and enhancing collaboration with tourism stakeholders are necessary to increase tourist visits sustainably.