Strategi Pemasaran Produk Wisata Minat Khusus Goa Cerme, Imogiri, Bantul (English: Marketing Strategy of Special Interest Tourism Product of Cave Cerme, Imogiri, Bantul)

Purnomo, Cahya (2009) Strategi Pemasaran Produk Wisata Minat Khusus Goa Cerme, Imogiri, Bantul (English: Marketing Strategy of Special Interest Tourism Product of Cave Cerme, Imogiri, Bantul). Jurnal KARISMA, 3 (2). pp. 99-112. ISSN 1978-404X

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Abstract

This research was aimed to recognize the marketing strategy for special interest tourism product of Cave Cerme located in Kecamatan Imogiri, Kabupaten Bantul. Method used in the research was descriptive survey method. Characteristic data of the market was collected with distributing questionnaires, and the samples were determined using the purposive sampling method. Product data was collected using observation and documentation, then the quality of the product was assessed using scoring toward attraction-access-facility. Result of the research indicated that market characteristics were young men, well educated, like to do adventure, visiting the objects in groups, spend less money and come from the surrounded areas. Their main activities were tracing along the cave and doing the relaxation. The score of the product quality was 38 (high quality) for the attraction, 6 (medium quality) for the access and 6 (low quality) for facility. The recommended strategies were product differentiation and diversification, positioning among other products, effective pricing was premium price-high quality products, and partnership that actively involved all stakeholders. Then, the tourism was packaged by combining the attraction of farming-observations and cave culture, with itinerary. Effective promotion was "provoking" prospective tourists, because the market was adventurous. Effective media that should be used were teachers and internet Keywords: market characteristics, marketing strategy, product quality, tourism.

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