Marketing Strategy Development in Entrepreneurship in the Creative Economy Sector, Tourism Sub Sector

Abstract

To overcome the challenges in the tourism sector during the COVID-19 pandemic and restore the national economy, a strategy is needed to be able to survive and recover. One strategy that can be done is to innovate in marketing, find new markets, and guarantee security from the threat of COVID-19. This will make tourists interested in visiting and continue to comply with health protocols so as not to be exposed to COVID-19. In addition, it is hoped that tourism in Indonesia can recover after experiencing a downturn due to the COVID-19 pandemic. This research aims to analyze marketing strategy development in entrepreneurship in the creative economy sector, tourism sub sector. This type of research uses qualitative research. The object of the research is the creative economy sector, tourism sub sector in Indonesia. Data collection for research purposes uses secondary data. Data analysis in this study uses qualitative data analysis. The results of the study indicate that the preparation of marketing strategies in entrepreneurship in the creative economy sector, tourism sub sector aims to obtain, maintain, and increase tourist visits. The strategy consists of environmental analysis, marketing research analysis, and positioning analysis.