Marketing Strategy for Palmilla Beach Club Tourist Attractions in Melasti Beach, Ungasan

ABSTRACT:This study aimed to analyze the marketing strategy applied by the Palmilla Beach Club on Melasti
Beach, Ungasan. This study used a marketing mix concept with a qualitative analysis method, and the data sources used in this research were primary and secondary data. The data collection technique used were interviews and literature studies. Informant gathering techniques used for this research was in the form of purposivesampling. The results showed that the Palmilla Beach Club in implementing a marketing strategy for attracting tourists to visit using a strategy of offering a beach club with a natural concept and tropical nuance with views of Melasti Beachand family -friendly, afford able prices with strategic location and effective promotions carried out. The strategy that Palmilla needs to do is to diversify more the menu offered and have authentic characteristics so that the menu can be a reason to visit the Palmilla Beach Club. This research was conducted based on competitors and reviews obtained. Improve the shortcomings and maintain the advantages owned, and improve the quality of services and facilities aim to affect future tourist visits.
KEYWORDS: Beach Club, Marketing Mix, Segmentation, Targeting, Positioning