Ecotourism Marketing Mix Strategy in Malagufuk Village, Sorong Regency, Southwest Papua Province

Abstract

This study aimed to analyze the strengths and weaknesses of internal factors in the marketing mix (7P), the opportunities and threats of external factors in PESTLE, and to formulate an ecotourism marketing mix strategy and the implementation of the resulting strategy program. This research used a descriptive qualitative approach. Data in this study were collected through interviews, observations, documentation, and questionnaires. The informants in this study were the government and the community, while the respondents filling out the 7P questionnaire were tourists, totaling 70 people, and the respondents filling out the PESTLE questionnaire were government officials and community managers, totaling 10 people. Data analysis used IFE and EFE analysis, SWOT, and SOSTAC.The results of this study indicated that the aspects of product, people, and physical evidence were strengths in the internal factors, while the aspects of price, promotion, place, and process were weaknesses in the internal factors of the marketing mix. In the external aspect, the opportunities in marketing identified in this study were in the social, economic, and technological aspects, while the threats were in the political, legal, and environmental aspects. Based on the results of IFE, EFE, and SWOT analysis, the resulting strategy was in quadrant I. This indicated that the SO strategy was an alternative strategy that used strengths to take advantage of opportunities in ecotourism marketing in Malagufuk Village.