Please use this identifier to cite or link to this item: https://repository.uksw.edu//handle/123456789/26459
Title: Strategi Pemasaran Jepara Ourland Park di Masa Pandemi
Authors: Mamahit, Exodia Gralifiena Ginsa Eljireh
Keywords: Jepara Ourland Park;pemasaran;strategi;PPKM;COVID-19
Issue Date: 22-Jul-2022
Abstract: Pandemi COVID-19 memberikan dampak yang serius terhadap perekonomian Indonesia. Kebijakan Pembatasan Sosial Berskala Besar (PSBB) telah membawa dampak yang cukup signifikan bagi sektor pariwisata Indonesia, padahal Industri pariwisata menjadi salah satu sektor penting dalam pendapatan devisa negara. Penelitian ini berisi strategi pemasaran Jepara Ourland Park (JOP), disaat diberlakukannya pembatasan perjalanan di tengah pandemi COVID-19. Penelitian ini menggunakan penelitian kualitatif deskriptif dan metode pengambilan data berupa wawancara, observasi, studi pustaka dan dokumentasi. Penelitian memberikan hasil berupa strategi-strategi yang dilakukan JOP berupa menerapkan protokol kesehatan dan membatasi jumlah kunjungan agar memberikan rasa aman kepada pengunjung. JOP bekerja sama dengan instansi dan pelaku usaha lain untuk saling membantu dalam mempromosikan serta mengadakan paket wisata dan event yang meningkatkan jumlah kunjungan di wilayah Jawa Tengah, khususnya Kota Jepara. Dengan riset yang dilakukan untuk menarik pengunjung, JOP memberlakukan harga tiket masuk yang sama bagi wisatawan lokal maupun mancanegara, juga menambah wahana lain.
The COVID-19 pandemic has had a serious impact on the Indonesian economy. The Large-Scale Social Restriction or LSSR (Indonesian: Pembatasan Sosial Berskala Besar or PSBB) policy has had a significant effect on the Indonesian tourism sector, whereas the tourism sector in Indonesia is one of the sectors that contribute the highest foreign exchange in the Indonesian economy. This study contains the marketing strategy of Jepara Ourland Park (JOP) during the LSSR in the middle of the pandemic. This study uses descriptive qualitative research and data collection methods in the form of interviews, observations, literature studies and documentation. The outcome of this research is the marketing strategies from JOP while implementing health protocols and limiting the number of visitor in order to provide a sense of safety and security for the tourist. JOP collaborates with the government, agencies and other partner in tourism business to help each other in order promoting and organizing tour packages and events that increase the number of visitor in the Central Java region, especially the City of Jepara. JOP did the research to find what the society need, that is the same entrance ticket price for local and foreign tourists, and adding other rides to attract the prospective visitors.
URI: https://repository.uksw.edu/handle/123456789/26459
Appears in Collections:Tourism Destinations

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T1_732020701_Judul.pdf582.96 kBAdobe PDFView/Open
T1_732020701_Daftar Pustaka.pdf191.94 kBAdobe PDFView/Open
T1_732020701_Isi.pdf3.26 MBAdobe PDFView/Open


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