Marketing Strategy in Developing the Tourist Attraction of Sangeh Bali Monkey Forest
DOI:
https://doi.org/10.56456/jebdeker.v6i2.931Keywords:
Marketing Strategy, Development, Tourism AttractionAbstract
This study analyzes marketing strategies in developing the attraction of Sangeh tourist attractions in the Sangeh tourist area, which is the center of tourist attention, and formulates its implications for increasing visits and destination sustainability. In addition, support from the local community, village officials, and tourism stakeholders for the development of Sangeh tourist attractions is very influential in improving the economic sector in the tourist area and introducing the potential of the Sangeh Bali Monkey Forest. The study uses a qualitative descriptive method with a case study approach. Data were collected through field observations, in-depth interviews with managers, marketing staff, and tourists, and supported by analysis of related documents. Data analysis used the SWOT analysis method to specifically determine the strengths, weaknesses, opportunities, and threats. The main findings show that this study has combined the marketing mix with a digital approach and local community involvement. Promotion through social media, as well as the packaging of cultural attractions. The results of the study indicate that there are internal factors of strengths and weaknesses, as well as external factors of opportunities and threats that need to be considered in the future. In conclusion, local communities, village officials, and stakeholders must work together to develop the Sangeh Bali Monkey Forest tourist attraction to boost the village economy. Policy recommendations/implications for management include developing educational tourism packages and expanding partnerships with airlines and global platforms. Sustainable policies are needed to ensure that visitor growth does not damage the monkey ecosystem and sacred forest
References
Abdul Khalim & Riyanto Wibowo. (2025). Peran Pokdarwis Dalam Pengelolaan Media Sosial Sebagai Upaya Pemasaran Digital Desa Wisata di Kabupaten Cirebon. Jurnal Management & Accounting Expose Usahid, 8(2), 92–106.
Ahmad Zaki, Alfi Hidayati, Dya Kurnia Athailah Syah , Ratna Nur Amalia, S. N., & Kozun, P. (2024). Strategi Digital Marketing Desa Wisata (Studi Kasus: Desa Wisata Nglanggeran). Jurnal Ekonomi, Manajemen, Akuntansi Bisnis Digital, Ekonomi Kreatif, Dan Entrepreneur (JEBDEKER), 4(2), 2774–2636.
Alfa Forna Regga, S. A. (2023). Pengaruh Kompetensi Aparatur Pengelola Dana Desa, Peran Perangkat Desa Dan Pemanfaatan Teknologi Informasi Terhadap Akuntabilitas Pengelolaan Dana Desa (Studi Kasus Pada Kantor Desa Se-Kecamatan Rembang Kabupaten Rembang). Jurnal Ekonomi, Manajemen, Akuntansi Bisnis Digital, Ekonomi Kreatif, Dan Entrepreneur (JEBDEKER), 3(2), 2774–2636.
Andi, Aulia Aziva Isanti, Fitri Indrayani, N. N., & Azizah. (2023). Analisis SWOT Dalam Pengembangan Bisnis: Studi Kasus Stanley Patisserie & Resto. Jurnal Management & Accounting Expose Usahid, 6(2), 84–92.
Badan Pusat Statistik (BPS). (2020). Penurunan tertinggi terjadi pada destinasi wisata Bali. Jakarta; Detik.Com.
Badan Pusat Statistik (BPS). (2022). penurunan jumlah wisatawan yang cukup signifikan, baik wisatawan lokal maupun wisatawan mancanegara. Jakarta; Beritasatu.Com.
Badan Pusat Statistik (BPS) Provinsi Bali. (2020). Nusa Dua Festifal, Kuta Carnival, Legian Beach Festival dan Berawa Beach Art Festival.
Daniel Joel Immanuel Kairupan & Dicky Setyo Purnomo. (2024). Strategi Optimalisasi Pertumbuhan Usaha Mikro: Dampak Pelatihan Kewirausahaan, Kualitas Pelayanan, dan Pemasaran Digital terhadap Peningkatan Pendapatan di Pantai Wediombo. Jurnal Management & Accounting Expose Usahid, 7(2), 88–100.
Deputi Bidang Kebijakan Strategis. (2021). A Whole New World. Kementerian Perencanaan Pembangunan Nasional/Badan Perencanaan Pembangunan Nasional (Bappenas).
Dispar. (2022). Dispar Sumbar sebut pengembangan pariwisata harus berkelanjutan. ANTARA News.
George Ritzer dan Douglas J. Goodman. (2020). Sociological Theory (McGraw-Hill, Ed.; 7th ed). Boston (Mass.).
John Rex. (2020). Masalah-Masalah Sosiologi. Pustaka Pelajar.
Madiun. (2020). Partisipasi Masyarakat terhadap Pengembangan Desa Wisata “Watu Rumpuk” Desa Mendak Kecamatan Dagangan Kabupaten Madiun. Jurnal Kepariwisataan: Destinasi, Hospitalitas Dan Perjalanan., 4(1), 76.
Margaret M. Poloma. (2020). Sosiologi Kontemporer (Yasogama, Ed.). Rajawali Pers.
Maida Malihah (et al.). (2024). Pengembangan Agrowisata Berbasis Digital di Desa Mentayan Kabupaten Bengkalis Riau. Journal of Rural and Urban Community Empowerment, 5(1).
Marlina, E ., Rahmayanti, S., & Futri, A. D. R. A. (2021). Pengaruh Kepemimpinan, Kompetensi, Teknologi Informasi Terhadalp Akuntabilitas Pengelola Dana Desal di Kecamatan Rakit Kulim, Riau. Jurnal Akuntansi Dan Ekonomika, 11(1), 89–100.
Pahlawan, E . W., Wijayanti, A., & Suhendro, S. (2020). Pengaruh kompetensi aparatur desa, sistem pengendalian internal, pemanfaatan teknologi informasi dan partisipasi masyarakat terhadap akuntabilitas pengelolaan dana desa. Indonesia Accounting Journal, 2(2), 162–172.
Pendit, N. S. (2020). Ilmu Pariwisata: Sebuah Pengantar Perdana (ciri khas buku: judul umum dan panjang lebar). Pradnya Paramita.
Ritchie, J. R. B., & Crouch, G. I. (2021). The tourist destination: Competitiveness and sustainability ((2nd ed.).).
Rudi Prasetyo Ardi, N. M. (2023). Manajemen Preferensi Wisatawan Di Desa Wisata Kandri serta Implikasinya Bagi Pengembangan Pariwisata Berkelanjutan. Jurnal Ekonomi, Manajemen, Akuntansi Bisnis Digital, Ekonomi Kreatif, Dan Entrepreneur (JEBDEKER), 3(2), 2774–2636.
Sahala Purba. (2020). Pengaruh pemahaman dan peran perangkat desa terhadap akuntabilitas pengelolaan dana desa (Studi Kasus Pada Desa di Kecamatan Pinangsori Kabupaten Tapanuli Tengah). Jurnal Akuntansi Dan Keuangan Kontemporer (JAAK), 3(1), 10–19.
Saori, S., Nurmala, R., & Komariah, K. (2020). Tinjauan Literatur Keunggulan Kompetitif pada Usaha Mikro, Kecil dan Menengah (UMKM). Jurnal Ilmu Administrasi Bisnis, 2(2), 81–90.
Satria Veriansyah Wiguna, Anton Agus Setyawan, M. S. (2023). Pemanfaatan E-WoM Dalam Media Sosial Sebagai Sarana Promosi STIE Surakarta. Jurnal Ekonomi, Manajemen, Akuntansi Bisnis Digital, Ekonomi Kreatif, Dan Entrepreneur (JEBDEKER), 3(2), 2774–2636.
Setiawan, A. S., Gunady, O. J., & Permata, V. S. (2020). The Effect of Cultural Values on Business Strategy Choices. Jurnal Manajemen, 24(1), 158–173. https://doi.org/DOI: 10.24912/jm.v24i1.636
Simanjorang, F., Hakim, L., & S. (2020). Peran Stakeholder dalam Pembangunan Pariwisata di Pulau Samosir. Jurnal Administrasi Bisnis, 14(1), 42–52.
Sriwartini, Y. (2020). Manajemen Komunikasi Opinion Leaders Dalam Membangun Partisipasi Warga Mengelola Kampung KB di Desa Sukajaya Kecamatan Lembang, Kabupaten Bandung Barat. Jurnal Ilmiah Indonesia, 5(3).
Talib, D., & Sunarti, S. (2020). Strategi Pengembagan Destinasi Wisata Pantai (Sebuah Analisis Teoritis). Tulisan Ilmiah Pariwisata (TULIP), 3(2), 73–82.
Tharriq Arrahman, I. L. S. (2024). The Penta Helix Model In The Development Efforts Of Agro-Tourism Village Kubu Gadang, Padang Panjang City. Jurnal Administrasi Dan Kebijakan Publik (JAKP), 9(1), 2657–0092.
Tosun, C. (2020). Towards a Typology of Community Participation in the Tourism Development Process. International Journal of Tourism and Hospitality, 10(2), 36.
Utama, Z. B., Abdullah, T., & Widodo, S. E. (2020). Building Organizational Competitiveness By Building Convergence Of Business Strategy And Hr Strategy. Journal of Business and Behavioural Entrepreneurship, 4(1), 16–25. https://doi.org/https://doi.org/10.21009/JOBBE.004.1.02
