STRATEGI MARKETING WISATA WEDDING SEBAGAI DESTINASI ALTERNATIF

Abstract

This study aims to determine the marketing strategy applied to create a wedding
tourism as an alternative destination in Bali, which some facts that must be considered to
create a wedding tourism as an alternative destination in Bali. This research is taking place
on the island of Bali.
This research is using a qualitative descriptive study that analyzed the data processing
to describe and explain the circumstances in order to obtain a conclusion about the existing
situation and the impact of marketing strategies that runs in creating a wedding tourism as an
alternative destination in Bali.
This research was carried out on 5 informants wedding who already running their
business for more than 5 years. The conclusions of this study are: (1) It is difficult to find of
human resources which has reliable and professional capabilities due to wedding businesses
require specialized knowledge while in Bali is less of institutions or special schools to learn
about wedding science. (2) There is still a lack of knowledge of the government about wedding
tourism in Bali, incomplete information and less attractive website about the wedding which
available on www.disparda.baliprov.go.id so that was minimal information that obtained by
website visitors about wedding in Bali, and the lack of promotion by the Government relating
to the wedding tourism in Bali, including lack of wedding exhibition.
Marketing strategy on wedding tourism obtained by observation and analysis using the
SWOT analysis in order to see the strengths and weaknesses to determine a marketing
strategies in the future.

Keywords: Tourism, Wedding, Wedding Tourism, Bali Wedding, Marketing Strategies, SWOT
Analysis