Marketing Strategy After the Covid 19 Pandemic at Langsa-Aceh Hutan Lindung Park

Suri Amilia, Muhammad Rizqi Zati and Dhian Rosalina ()
Additional contact information
Suri Amilia: Universitas Samudra
Muhammad Rizqi Zati: Universitas Samudra
Dhian Rosalina: Universitas Samudra

A chapter in Proceedings of the 3rd International Conference on Halal Development (ICHaD 2022), 2023, pp 118-129 from Springer

Abstract: Abstract Indonesia has many natural tourist destinations that are well-known in foreign countries. In a situation of economic recovery due to the COVID-19 pandemic, the tourism sector is the driving force for the national economy. Langsa City has a well-known Hutan Lindung Park both from within and outside the city. Hutan Lindung Park ecotourism is one of the popular tourist destinations affected by social restrictions and is currently struggling to attract visitors.The purpose of this study is to formulate a marketing strategy to increase consumer interest in visiting Hutan Lindung Park. This study used a SWOT analysis with twenty two respondents consisting of government agencies, Hutan Lindung Park Management, and visitors. The results showed that the position of the Langsa Hutan Lindung Park was in quadrant I which recommended using an aggressive strategy with three secondary strategies: Market Development Strategy, Product Development Strategy, and Market Penetration Strategy.

Keywords: Aggressive Strategy; Marketing Strategy (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-188-3_13

Ordering information: This item can be ordered from
http://www.springer.com/9789464631883

DOI: 10.2991/978-94-6463-188-3_13

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().