Strategi marketing wisata susur Sungai kahayan kota Palangka Raya

Najmi, Mustika (2018) Strategi marketing wisata susur Sungai kahayan kota Palangka Raya. Undergraduate thesis, IAIN Palangka Raya.

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Skripsi Mustika Najmi - 1402120313.pdf

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Abstract

Wisatawan yang mengikuti susur sungai Kahayan dulunya hanya berkisar 40 orang setiap bulannya, setelah promosi dilakukan, jumlah wisatawan yang tertarik mengikuti susur sungai perlahan meningkat menjadi 500 orang per bulan. Pemerintah kota Palangka Raya pernah membantu para pengusaha susur sungai melalui Dinas Kebudayaan dan Pariwisata kota Palangka Raya berupa perbaikan perahu, penyediaan sarana, dan prasarana. Walaupun sarana dan prasarana sudah tersedia, namun minat para wisatawan untuk menikmati wisata susur sungai Kahayan saat ini menurun. Hal ini menyebabkan wisata susur sungai Kahayan lesu, begitu juga pendapatan yang diperoleh pemilik perahu. Lebih lanjut, tujuan penelitian ini untuk mengetahui dan menganalisis bagaimana strategi marketing yang diterapkan beranjak dari rumusan masalah, yaitu: (1) Bagaimana kondisi wisata susur sungai Kahayan kota Palangka Raya? (2) Bagaimana strategi marketing wisata susur sungai Kahayan kota Palangka Raya?
Penelitian ini menggunakan metode penelitian kualitatif deskriptif. Subjek penelitian ini adalah Kelompok Sadar Wisata dan Pemerintah Kota Palangka Raya. Adapun informan penelitian ini adalah wisatawan susur sungai Kahayan. Teknik pengumpulan data dilakukan dengan observasi, wawancara, dan dokumentasi. Teknik-teknik pengabsahan datanya menggunakan triangulasi sumber dan teori, dengan mengumpulkan data dan informasi sejenis dari berbagai sumber yang berbeda. Analisis data dalam penelitian ini menggunakan model interaktif, yaitu analisis menggunakan empat tahap; yang terdiri dari pengumpulan data, penyajian data, reduksi data, dan verifikasi/kesimpulan.
Hasil penelitian menunjukkan bahwa jumlah pengunjung yang menyusuri sungai Kahayan menurun dipengaruhi beberapa faktor seperti banyaknya objek wisata baru di kota Palangka Raya, berita kemunculan buaya di sungai Kahayan, tutupnya cafe terapung, tidak adanya konsumsi bagi pengunjung yang mengikuti susur sungai, infrastruktur dan fasilitas yang seadanya, harga yang dianggap mahal dan kurangnya promosi. Strategi marketing yang di terapkan pada wisata susur sungai Kahayan menggunakan bauran pemasaran, hanya saja pelaksanaannya masih belum optimal, masih perlu peninjauan ulang terkait penentuan produk dan harga yang ditawarkan, cara pemesanan perahu, dan promosi yang dilakukan. Sehingga minat pengunjung untuk berwisata susur sungai Kahayan meningkat.

ABSTRACT

Tourists who follow the Kahayan River fringing originally only ranging from 40 people each month, after the promotion was done, the number of tourists who are interested in following fringing the river slowly increased to 500 people each month. Governments of Palangka Raya city ever help entrepreneurs fringing the river through the Culture and Tourism Department of Palangka Raya either a repair boat, supply, and infrastructure. Although the infrastructure already available, but the interest of the tourists to enjoy fringing Kahayan River tour is currently declining. This causes the Kahayan River fringing tours become lethargic, so too the earned income of the owner of the boat. Further, the purpose of this research was to know and analyze how marketing strategy is applied to moving on from the formulation of the problem, namely: (1) How the condition of Kahayan River fringing tour of Palangka Raya? (2) How the tourism marketing strategy of Kahayan River fringing of Palangka Raya?
This research uses descriptive qualitative research methods. The subject of this research is the Group Aware Tourism and the City Government in Palangka Raya. The informants of this research is Kahayan river finging travellers. The method of data collection by observation, interviews, and documentation. Data approval techniques use by Triangulation of sources and theories, with collecting data and similar information from various different sources. Data analysis in this study uses the interactive models, namely: an analysis using four stages; which consists of data collection, data presentation, data reduction, and verification/conclusion.
The results of this research show that the number of visitors of Kahayan River is decreased because influenced several factors such as the number of new tourist attractions of Palangka Raya, the news of the appearance of a crocodile in the Kahayan River, lid floating cafe, the absence of consumption for visitors who follow the fringing the River, infrastructure and facilities to a pot luck, the price is considered expensive and lack of promotion. The marketing strategy that applied on tourism of Kahayan River Fringing used by mix marketing, It's just that its implementation is still not optimal, still need to re-review the associated determination of products and the price offered, How to order a boat, and the promotion is done. In order to interest visitors to tour the fringing Kahayan River increased.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Strategi Marketing
Subjects: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing
Divisions: Fakultas Ekonomi dan Bisnis Islam > Jurusan Ekonomi Islam > Program Studi Ekonomi Syariah
Depositing User: puttry puttry
Date Deposited: 21 May 2019 01:16
Last Modified: 21 May 2019 01:16
URI: http://digilib.iain-palangkaraya.ac.id/id/eprint/1561

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