Tourism Marketing Strategy to Enhance the Visitors’ Interest

Abstract

The research aims to find out the causes of less visitors coming to the Talaga Pancar Pine Forest tourism in Lengkong Kulon Village, Sindangwangi District, Majalengka Regency and the marketing strategies in increasing visitor interest. This qualitative descriptive study uses data collection techniques of observation, in-depth interviews, and documentation. Based on the results of research the researcher concludes that the very few visitors came to the sites because of lack marketing strategy which relied only on brochures. The marketing communication strategy that has been carried out by the managers of Pinus Talaga Pancar Forest tourism in increasing visitor interest is the marketing communication mix including advertising, direct marketing, interactive marketing, sales promotion, personal sales, public relations, events and experience, and marketing from mouth to mouth. Keywords—tourism; marketing strategies; communication mix