Strategi Pemasaran Desa Wisata Cekeng untuk Meningkatkan Keunggulan Bersaing

Abstract

Cekeng tourist village is one of the tourist villages in Bangli Regency which has quite interesting tourism potential. The leading destinations in this Cekeng tourist village are waterfalls, tracking, historical sites, and tourist villages. This Tourism Village was established in 2016. With so many Tourism Villages in Bali, Cekeng Tourism Village requires the right strategy to be able to compete. The purpose of this research is to find out the Opportunities and Threats faced by Cekeng Tourism Village to create a competitive advantage, to find out what strengths and weaknesses the Cekeng Tourism Village has to create a competitive advantage, to determine the marketing strategy of Cekeng Tourism Village in creating a competitive advantage. This study uses a qualitative method. The data in this study will be analyzed using SWOT analysis. The results of the study show that Cekeng Tourism Village is in quadrant I, namely strategic offensive/competitive (SO), this strategy is a strategy to take advantage of opportunities by utilizing existing strengths.

Keywords : marketing strategy, cekeng tourism village, competitive advantage