Marketing Strategy Analysis in Optimizing Tourism Potential

Main Article Content

Sucinta Tri Nurhayati
Muhammad Syukri Albani Nasution
Andri Soemitra

Abstract

Batu Katak has significant potential to be developed as a leading tourist destination. However, despite its uniqueness and natural attractions, tourist visits to Batu Katak remain relatively low compared to other tourist destinations in Bahorok District, such as Bukit Lawang. This highlights the challenges in maximizing Batu Katak’s tourism potential. This study aims to develop a strategic marketing plan to optimize the tourism potential of Batu Katak Bahorok using SWOT analysis supported by IFAS and EFAS matrices. This study uses a mixed methods approach, combining qualitative and quantitative methodologies Employing a mixed-method approach, data were collected from stakeholders through interviews and questionnaires. The findings place Batu Katak in Quadrant I (growth oriented strategy), indicating strong internal strengths and favorable external opportunities. Key strengths include natural biodiversity and pristine environments, while weaknesses involve poor infrastructure and limited promotion. Opportunities lie in tourism promotion through digital marketing, while threats include environmental risks and competition. The integration of Maqashid Syariah principles in Batu Katak’s tourism development emphasizes a balance between economic, social, and environmental preservation aspects, ensuring that tourism remains sustainable and does not harm living beings or nature.

Article Details

Section
Articles
Author Biographies

Muhammad Syukri Albani Nasution, Universitas Islam Negeri Sumatera Utara, Indonesia

 

Andri Soemitra, Universitas Islam Negeri Sumatera Utara, Indonesia

   

References

Ananda, K. D., & Artajaya, I. W. E. (2020). Management strategy of ecotourism in Yeh Bakung Beach as a sustainable environmental preservation efforts. International Journal of Sustainability, Education, and Global Creative Economic (IJSEGCE), 2(3), 218–224.

Annisa, N., & Harahap, I. (2023). Analisis Pengembangan Ekonomi Hijau dengan Basis Pertanian dengan Implementasi Maqashid Syariah di Sumatera Utara. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(5), 2535–2543. https://doi.org/10.47467/alkharaj.v5i5.3505

Astutih, M. (2021). Maqashid Syariah pada Pariwisata Halal Konsep Maslahah Dharury Imam Syatibi. Youth & Islamic Economic Journal, 2(1), 35–41. www.jurnalhamfara.ac.id/index.php/yie/article/download/141/74

Aziz, M. H. (2022). Model Pariwisata Digital dalam Pengembangan Pariwisata Indonesia. Jurnal Ilmiah Universitas Batanghari Jambi, 22(3), 2279. https://doi.org/10.33087/jiubj.v22i3.2246

Azizah, S. N. (2024). Implementasi Digital Marketing sebagai Stategi Pemasaran Industri Pariwisata Halal Perspektif Maqashid Syariah. 3(2), 122–135.

Billah, Z. I., & Maryani. (2020). Perspektif Maqhasid Syariah Dalam Pengembangan Destinasi Wisata Halal di Indonesia. Seminar Nasional Penelitian Dan Pengabdian Masyarakat LP4MP Universitas Islam Majapahit, 154–161.

Creswell, J. W. (2021). A concise introduction to mixed methods research. SAGE publications.

Gultom, J. M., & Winata, E. (2024). Analisis Strategi Pengembangan Objek Wisata Batu Katak dalam Meningkatkan Jumlah Wisatawan Domestik. 7(1), 1436–1443.

Justan, R., & Aziz, A. (2024). Penelitian Kombinasi (Mixed Methods). Jurnal Ilmiah Multidisiplin, 3(2), 253–263.

Kotler, & Keller. (2021). Marketing Management, Global Edition.Northwestern:Pearson Higher

Kurniawan, R. (2024). Strategi Pemasaran Pariwisata Untuk Meningkatkan Pariwisata Lokal. Jurnal Review Pendidikan Dan Pengajaran (JRPP), 7(3), 9867–9877.

Lestari, A. I., Hasibuan, R. R. A., & Syarvina, W. (2023). Analisis Pariwisata Halal Terhadap Keputusan Wisatawan (Studi Kasuh Wisata di Aceh). Jurnal Ilmiah Ekonomi Islam, 9(1), 1118–1128.

Lestari, E. D., Boari, Y., Bonsapia, M., & Anes, S. M. (2023). Peran Pemerintah Terhadap Pengembangan Sektor Pariwisata di Kabupaten Biak Numfor. Journal Of Economics Review (Joer), 3(1), 21–35.

Mandira,I. M.C.,& Damayanti, G.A.A.P.C.(2023). Analysis of SWOT, IFAS,EFAS, and BLC in the Heavy Equipment Industry in Bali. JRMSI-Jurnal Riset Manajemen Sains Indonesia.14(02), 21-32

Mutmainah, N., Ahyani, H., & Putra, H. M. (2022a). Tinjauan hukum ekonomi syariah tentang pengembangan kawasan industri pariwisata halal di Jawa Barat. Al-Mawarid Jurnal Syariah Dan Hukum (JSYH), 4(1), 15–42.

Mutmainah, N., Ahyani, H., & Putra, H. M. (2022b). Tinjauan Hukum Ekonomi Syariah Tentang Pengembangan Kawasan Industri Pariwisata Halal Di Jawa Barat. Al-Mawarid Jurnal Syariah Dan Hukum (JSYH), 4(1), 15–42. https://doi.org/10.20885/mawarid.vol4.iss1.art2

Nasution, M. S. A., & Nasution, R. H. (2020). Filsafat hukum & maqashid syariah. Prenada Media.

Nugroho. (2020). Beberapa Masalah Dalam Pengembangan Sektor Pariwisata Di Indonesia. Jurnal Pariwisata, 7(2), 124–131.

Nurbaiti, N., Hasibuan, R. R. A., & Siregar, S. N. (2024). Konsep Sustainable Development (Pembangunan Berkelanjutan) Berbasis Sosial Dan Ekonomi Terhadap Perlindungan Sumber Daya Alam Perspektif Maqashid Syariah. Jurnal Manajemen Akuntansi (JUMSI), 4(3), 741–750.

Nurohman, Y. A., Qurniawati, R. S., Ekonomi, F., & Surakarta, I. (2021). STRATEGI PENGEMBANGAN DESA WISATA MENGGORO SEBAGAI WISATA HALAL Yulfan Arif Nurohman, Rina Sari Qurniawati. 14(1), 1–14.

Ramadhan, I., Gaol, V. L., & Miranda, W. (2023). The Role of Ecotourism in Improving The Economy of The Batu Katak Village Community, North Sumatera Province. Journal of Ourism Economics and Policy, 2(3), 226–230. https://doi.org/https://doi.org/10.38142/jtep.v2i3.502

Roy Purwanto,M. Istiani,.M, Hilda.H, Marazi H.,& Nuddin,B.(2022). Islamic View Towards Environment Preservation.KnE Social Sciences, 7(10), 11-15. Https://doi.org/10.18502/kss.v7i10.11336

Saputra, I. P. D. A. (2023). Pemanfaatan Digital Marketing dalam Mempromosikan Destinasi Pariwisata. AL-MIKRAJ Jurnal Studi Islam Dan Humaniora (E-ISSN 2745-4584), 4(1), 345–353.

Slamet Riyanto, S. T., Azis, M. N. L., Kom, S., Kom, M., & Putera, A. R. (2021). Analisis SWOT sebagai Penyusunan Strategi Organisasi: Bintang Pustaka. Bintang Pustaka Madani.

Syahputra, A., Asmuni, A., & Anggraini, T. (2023). Urgensi Maqashid Syariah dalam Pengelolaan Harta. Jurnal Iqtisaduna, 9(1), 14–27.

Bamford, C., Bamford, C,E ., Hoffman, A. N., Wheelen, T. L., & Hunger, J. D.(2023). Strategic Management and Business Policy: Globalization, Innovation, and Sustainability. Pearson. Https://books.google.co.id/books?id=MhibzwEACAAJ

Yuardani, A. M., Heriyanto, H., Qadri, U., Rinaldi, H., Wana, D., Tandra, R., Sulaiman, S., & Prestoroika, E. (2021). Pemberdayaan Masyarakat Berbasis Pendampingan untuk Pengembangan Pariwisata pada Desa Sungai Kupah. Jurnal Abdidas, 2(2), 176–185. https://doi.org/10.31004/abdidas.v2i2.239