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Marketing Strategy After the Covid 19 Pandemic at Langsa-Aceh Hutan Lindung Park

In: Proceedings of the 3rd International Conference on Halal Development (ICHaD 2022)

Author

Listed:
  • Suri Amilia

    (Universitas Samudra)

  • Muhammad Rizqi Zati

    (Universitas Samudra)

  • Dhian Rosalina

    (Universitas Samudra)

Abstract

Indonesia has many natural tourist destinations that are well-known in foreign countries. In a situation of economic recovery due to the COVID-19 pandemic, the tourism sector is the driving force for the national economy. Langsa City has a well-known Hutan Lindung Park both from within and outside the city. Hutan Lindung Park ecotourism is one of the popular tourist destinations affected by social restrictions and is currently struggling to attract visitors.The purpose of this study is to formulate a marketing strategy to increase consumer interest in visiting Hutan Lindung Park. This study used a SWOT analysis with twenty two respondents consisting of government agencies, Hutan Lindung Park Management, and visitors. The results showed that the position of the Langsa Hutan Lindung Park was in quadrant I which recommended using an aggressive strategy with three secondary strategies: Market Development Strategy, Product Development Strategy, and Market Penetration Strategy.

Suggested Citation

  • Suri Amilia & Muhammad Rizqi Zati & Dhian Rosalina, 2023. "Marketing Strategy After the Covid 19 Pandemic at Langsa-Aceh Hutan Lindung Park," Advances in Economics, Business and Management Research, in: Dediek Tri Kurniawan & Andro Agil Nur Rakhmad (ed.), Proceedings of the 3rd International Conference on Halal Development (ICHaD 2022), pages 118-129, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-188-3_13
    DOI: 10.2991/978-94-6463-188-3_13
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