Image of THE IMPLEMENTATION OF STP (SEGMENTATION, TARGETING AND POSITIONING) IN DETERMINING OF TOURISM MARKETING STRATEGIES : Studies on Kuno Kini Nanti in Trowulan, Mojokerto, East Java

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THE IMPLEMENTATION OF STP (SEGMENTATION, TARGETING AND POSITIONING) IN DETERMINING OF TOURISM MARKETING STRATEGIES : Studies on Kuno Kini Nanti in Trowulan, Mojokerto, East Java

Abstract

This research was conducted at one of the cultural tourism sites in Watesumpak Village, Trowulan, Mojokerto, East Java,
namely Kuno Kini Nanti. Kuno Kini Nanti provides several tour packages to explore the historical sites of Majapahit
Heritage in Trowulan. The management and marketing of Kuno Kini Nanti tourism have yet to run optimally, so an
understanding of market segments, determining market targets and positioning is needed. This research used a case
study method with a qualitative research approach to explore the marketing strategy of Segmentation, Targeting, and
Positioning (STP) in developing Kuno Kini Nanti cultural tourism. The techniques for collecting the data, the researcher
used observation, interviews, and documentation. The results for this research show that the types of purposeful culture
tourists and serendipitous culture tourists with academic backgrounds and the millennial generation with an age range
of 20-40 tears are the targets of Kuno Kini Nanti tourists’ because they are considered suitable for the tour packages
that provided by Kuno Kini Nanti. Through the concept of “back to the Majapahit era”, Kuno Kini Nanti offers tourism
activities to enjoy the cultural assets in Trowulan by traveling around using a shuttle bus, VW car or Vespa.

Keywords : STP, cultural tourism, Kuno Kini Nanti

Ketersediaan
20242214P 338,47 KUS i 2024 K1Fadel Muhammad Resource Center (Ilmu Sosial)Tersedia namun tidak untuk dipinjamkan - No Loan
Informasi Detail
Judul Seri
-
No. Panggil
P 338,47 KUS i 2024 K1
Penerbit
Malang : Program Magister Ilmu Administrasi Bisnis Fakultas Ilmu Administrasi Universitas Brawijaya Malang.,
Deskripsi Fisik
-, 9 Halaman ; Ilus : 29,5 Cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
338,47
Tipe Isi
text
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Jurnal / Journal
STP
cultural tourism
Kuno Kini Nanti
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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