STRATEGI PEMASARAN DALAM MENARIK WISATAWAN PADA DAYA TARIK WISATA LOKA ASRI PARK

Abstrak

This study aims to analyze the marketing strategies implemented through the 7P marketing mix at Loka Asri Park, one of the family-oriented tourist attractions in Sidoarjo. The research employs a descriptive qualitative approach using in-depth interviews with management, including the CEO and the Marketing Communication officer. The data were analyzed using the interactive model of Miles and Huberman, which includes data reduction, data display, and conclusion drawing. The results indicate that Loka Asri Park implements experience-oriented product strategies, inclusive pricing, easily accessible location, digital promotion, simple service processes, aesthetic physical evidence, and friendly human resources. Visitor data also show a significant increase during the school holiday season. These findings suggest that the alignment among the 7P elements strongly influences visit intention and tourist loyalty. The study also reveals that active visitor engagement through interactive activities contributes to higher satisfaction levels. In addition, the continuous use of visitor feedback helps management refine its marketing strategies.

Kata kunci

• 7P
• Loka Asri Park
• Marketing Strategy
• Tourism
• wisatawan