Proceedings of the 1st International Conference on Engineering, Science, and Commerce, ICESC 2019, 18-19 October 2019, Labuan Bajo, Nusa Tenggara Timur, Indonesia

Research Article

Assembling of Marketing Mix Model in Management Strategy of Tourism Destination in Lasiana Beach Kupang City East Nusa Tenggara

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  • @INPROCEEDINGS{10.4108/eai.18-10-2019.2290001,
        author={Veronika A.S.M Flora and Sari Bandaso Tandilino and Yudha E. Nugraha},
        title={Assembling of Marketing Mix Model in Management Strategy of Tourism Destination in Lasiana Beach Kupang City East Nusa Tenggara},
        proceedings={Proceedings of the 1st International Conference on Engineering, Science, and Commerce, ICESC 2019, 18-19 October 2019, Labuan Bajo, Nusa Tenggara Timur, Indonesia},
        publisher={EAI},
        proceedings_a={ICESC},
        year={2019},
        month={12},
        keywords={tourism marketing mix swot},
        doi={10.4108/eai.18-10-2019.2290001}
    }
    
  • Veronika A.S.M Flora
    Sari Bandaso Tandilino
    Yudha E. Nugraha
    Year: 2019
    Assembling of Marketing Mix Model in Management Strategy of Tourism Destination in Lasiana Beach Kupang City East Nusa Tenggara
    ICESC
    EAI
    DOI: 10.4108/eai.18-10-2019.2290001
Veronika A.S.M Flora1,*, Sari Bandaso Tandilino2, Yudha E. Nugraha2
  • 1: Hospitality Study Program, Department of Tourism, Kupang State Polytechnic
  • 2: Tourism Business Study Program, Tourism Department, Kupang State Polytechnic
*Contact email: veronikaflora1986@gmail.com

Abstract

The purpose of this research is to know the effect of marketing mix simultaneously and partially toward for tourist decision and to find out the alternative models of marketing strategy. The method of this research is mixed method with sequential explanatory. The result of the research shows that the marketing mix are influenced simultaneously and partially with seven variables: product, price, promotion, location, physical evidence, people and process toward tourist decision. The alternative model strategies that will be implemented are: SO is man made, WO is strength promotion program, ST is tariff standard of tourism object, WT is Providing extra services for tourists