Marketing Strategy at D'gondangrejo Point, Karanganyar, Central Java

Wisnu Yusuf Al Anshori, Alifah Ratnawati Ratnawati

Abstract


This research aims to analyze the marketing strategy of D'Gondangrejo Point as a creative tourism destination in Karanganyar Regency, Central Java. The study is motivated by the increasing competition among visual-based tourist attractions and the growing demand for high-quality visitor experiences. A qualitative descriptive approach was employed, with data collected through observation, interviews, documentation, and questionnaires administered to four key respondents familiar with the operational aspects of D'Gondangrejo Point. Data analysis involved evaluating internal factors using the IFE Matrix and external factors using the EFE Matrix, followed by determining the strategic position through the SWOT Matrix. The results indicate that D'Gondangrejo Point's primary strengths lie in its visual appeal, innovative attractions, friendly services, and effective use of digital media. External opportunities arise from trends in social-media-driven tourism, increasing public interest in creative attractions, and potential collaboration with local communities and businesses. The IFE and EFE scores place D'Gondangrejo Point in the growth (SO) quadrant of the SWOT Matrix, implying that the destination possesses sufficient internal strengths to capitalize on available opportunities. Recommended marketing strategies include product enhancement through new photo spots and creative events, digital promotion optimization through influencer collaborations, service and facility improvements, and strengthened partnerships with local MSMEs and travel agencies. This study is expected to provide valuable insights for tourism managers in developing experience-based and sustainable marketing strategies.

Keywords: Destinations; Marketing; Strategy; Tourism.


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