Revealing the Secrets of Tourists' Hearts: A Study of Perceptions of the Marketing Mix at the Pangandaran Tourism Destination

Rifki Rahmanda Putra

Abstract


This study looks at how tourists perceive the marketing mix in Pangandaran, one of Indonesia's most visited tourist destinations. However, despite its charm, the area has struggled to market itself successfully, which could have an impact on both the satisfaction of tourists and their destination preferences. This study's main objective is to investigate how visitors view the seven Ps of the marketing mix—product, price, place, process, promotion, people, and tangible evidence—in connection to Pangandaran's tourism development initiatives.  For example, the 'people' factor scored 74.7%, indicating that tourists generally agree with the success of the marketing mix. The 'price' component, on the other hand, scored lower at 69.3%, suggesting worries about inconsistent pricing and a lack of standardization. To increase Pangandaran's awareness, local authorities are advised to create a thorough marketing plan that incorporates precise pricing schemes and promotional initiatives. The visitor experience could be further enhanced by training programs for local service providers, which could enhance hospitality and service quality.


Keywords


Marketing Mix; Pangandaran Tourism; Tourism Marketing; Tourist Perception

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DOI: https://doi.org/10.17509/jote.v4i1.77602

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