Strategi Pemasaran Lembaga Kelompok Tani Hutan dalam Meningkatkan Kepuasan Wisatawan Pantai

Abstract

Tourism is a planned trip that is carried out individually or together from one place to another with the aim of obtaining satisfaction and pleasure in a certain form. In line with the mandate of the Minister of Home Affairs Regulation No. 33 of 2009 concerning Guidelines for the Development of Ecotourism in the Regions (Marine, Forest and Karst Tourism). Malang Regency is one of the regencies participating in the Visit East Java program to introduce tourist objects. The tourist destination area is an important component of tourism resources. Identification in field observations, namely the problem of tourist attraction and promotion is still not optimal so that tourists who visit here feel less interested and dissatisfied. The purpose of this research is to find out what marketing strategies are carried out by the management of Banyu Meneng Beach in increasing tourist satisfaction. This type of research with descriptive qualitative methods obtained through observation, interviews and documentation. After carrying out the research phase. Researchers found a lack of marketing strategy at Banyu Meneng Beach which was carried out by the Forest Farmers Group institution "Ngudi Makmur". In implementing the marketing strategy at Banyu Meneng Beach, the inhibiting factor is the lack of cooperation with the government to market existing tourist destinations, while the supporting factors for marketing strategies in increasing visits are the ease of digital access which is still not optimal.