Abstract

 
 
 
 Marketing is one of the important strategies in tourism activities. With the marketing, tourists know the tourist attraction that will be visited. Marketing consists of several aspects, such as product, place/distributions, price and promotion (marketing mix). This research was conducted to determine the form of marketing mix at Tahura Ngurah Rai Mangrove Ecotourism and measure how much influence the marketing mix had on the decisions of foreign tourists visiting Tahura Ngurah Rai Ecotourism. The method used in research is quantitative method. Data collection is conducted by questionnaire, observation, and literature study. While the data analysis technique used is the Important Performance Analysis (IPA) technique.
 
 
 
 
 The results of study showed that the components of the marketing mix consisting of products, prices, places / distributions, and promotions still did not meet the level of tourists satisfaction, There were still several components that had to be increased such as price and place. Therefore, the manager must focus on to the component that doesn’t meet the level of tourist satisfaction since it can influence the tourist visiting decisions.
 
 
 
 
 
 Keywords : Marketing Mix, Ecotourism, Tahura Ngurah Rai
 
 
Highlights
Pemasaran merupakan salah satu strategi dalam pariwisata yang dapat digunakan untuk menarik kunjungan wisatawan ke suatu daya tarik wisata
Marketing consists of several aspects
This research was conducted to determine the form of marketing mix at Tahura Ngurah Rai Mangrove Ecotourism
Summary
Pemasaran merupakan salah satu strategi dalam pariwisata yang dapat digunakan untuk menarik kunjungan wisatawan ke suatu daya tarik wisata. Penelitian ini bertujuan untuk mengetahui bentuk dari marketing mix yang terdiri dari produk, harga, saluran distribusi, dan promosi pada ekowisata mangrove Tahura Ngurah Rai, serta mengetahui seberapa besar pengaruh marketing mix terhadap keputusan wisatawan mancanegara berkunjung ke ekowisata mangrove tersebut. 2.2 Landasan Konsep Untuk menganalisis permasalahan yang terdapat dalam penelitian ini, digunakan beberapa konsep yaitu konsep ekowisata (Fandeli,2002), konsep pemasaran (Kotler dan Keller dalam Dharmmesta, 2014),konsep marketing mix (Kotler dalam Kertajaya, 2010) yang terdiri dari produk (product), tempat/distribusi (price), harga (price), dan promosi (promotion)
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