STRATEGI PEMASARAN ATRAKSI WISATA TEATER CALONARANG TETEKAN DI PURI AGUNG KERAMBITAN, TABANAN, BALI

Abstract

Research of tourism atraction theatre Calonarang tetekan in Puri ABSTRACT Agung Kerambitan (Royal Palace Kerambitan) in Tabanan Bali to identify as well as analyze the strengths, weaknesses, opportunities, and threats factor faced in Puri Agung Wisata management. It�s also aimed to evaluate and formulate the best and the compatible implementation and the environmental changes in tourism industry. Start research was done October 1 2009 until Junuary 2012. The evaluation on the marketing strategies of Puri Agung Kerambitan was done under derscriptive analisys method. The methods of data collection applied in this research were observation, interviews, questionnaires, and literature studies. The data analisys method uses the SWOT (Stengths, Weaknesses, Opportunities, and Threats) analisys which used to identify the internal factors (Strengths & Weaknesess) and the external factor (Opportunities & Threats) of the company. Befode the indentification the falidity and realiability test were done to determine whether the data ws valid and reliable. The result of the analisys were described in the SWOT quadrant of the company�s growth and applicable strategy alternatives can be elaborated. Based on the result, it shows that the position of Puri Agung Kerambitan, Tabanan is in the quadrant I A, having suggests that the company apply the agresive marketing strategy (Growth Oriented Strategy) to maintain its position in company tourism attraction can the competition of the tourism industries attraction in Tabanan, or Bali area