Peran strategi diferensiasi dalam meningkatkan jumlah wisatawan (studi kasus kampung coklat blitar)

Andriani, Andriani and Sa’adah, Toriqotus Peran strategi diferensiasi dalam meningkatkan jumlah wisatawan (studi kasus kampung coklat blitar). AL-MURAQABAH : Journal of Management and Sharia Business. ISSN E-ISSN : 2798-222X

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Abstract

Differentiation is one of the strategies of a company to compete through differences in product characteristics that can be more attractive. This strategy includes product differentiation, service differentiation, personal differentiation, channel differentiation and image. One of the tourist attractions in the Blitar Regency area has succeeded in implementing a differentiation strategy in increasing the number of tourists. The place is the Kampung Chocolate Educational Tour which has been established since August 17, 2014 ago. Based on this, this study aims to determine the differentiation strategy of Kampung Chocolate Educational Tourism and determine the role of the differentiation strategy in increasing the number of tourists. This study uses an approach that requires researchers in the field. While the data collection methods used include observation, interviews, and documentation. Then for data analysis used is data reduction, data presentation, and drawing conclusions, as well as testing the validity of data triangulation. The results of this study explain that Kampung Chocolate Educational Tourism uses a differentiation strategy consisting of five dimensions, namely product, service, personal, channel and image dimensions. The company creates tourist destinations and chocolate processed products, as well as optimizing some of these differentiation dimensions to increase tourist attraction. Through a differentiation strategy, it has succeeded in increasing the number of visitors from 2017 to 2019, with an increase in the number of visitors reaching 13.68%.

Item Type:	Article
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Divisions:	Dosen IAIN Kediri
Depositing User:	Muhamad Hamim
Date Deposited:	15 Jun 2022 02:13
Last Modified:	15 Jun 2022 07:04
URI:	http://repository.iainkediri.ac.id/id/eprint/700

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