Segmentation Strategies of Mpu Tantular Museum

Pebrianggara, Alshaf and Riska, Putri Sania and As’at, Rizal Segmentation Strategies of Mpu Tantular Museum. In: the 1st International Conference on Intellectuals' Global Responsibility (ICIGR 2017), 24-25 November 2017, Universitas Muhammadiyah Sidoarjo.

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ourism is one of the biggest aspects can be overviewed through economic and socio-cultural point of view. Therefore, the tourism industry encourages the creation of employment and income improvement for the society. This research uses a descriptive method approach. Data collection technique uses observation and documentation. Analysis technique uses SWOT analysis and Research object in Mpu Tantular Museum. Primary data sources taken from interviews and observation. Secondary data sources are based on literature and documentation.The results are based on SWOT analysis of internal and external factors based on the influence of each factor obtain from IFAS matrix and EFAS matrix. The result of marketing strategy position of MpuTantular Museum on aggressive strategy, demographic segmentation of the market that must be done is to cooperate with educational institutions, and by conducting MpuTantular Festival, exhibition of museum collections, demonstration of museum collections, educational contest. With the aggressive strategy is expected MpuTantular museum can increase tourist visits.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: SWOT; Mpu Tantular; tourist
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Postgraduate > Master's of Management
Depositing User: Fika Megawati
Date Deposited: 22 Jun 2018 03:21
Last Modified: 22 Jun 2018 03:21

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