Strategi Pemasaran Destinasi Wisata Yang di Pengaruhi Ekuitas Merek, Marketing, dan Motivasi Perjalanan (Studi pada Pantai Klayar Pacitan Jawa Timur)

Authors

  • Kurniawati Darmaningrum Fakultas Ekonomi dan Bisnis UTP Surakarta
  • Nurita Elfani Prasetyaningrum Fakultas Ekonomi Universitas Surakarta
  • Evi Dewi Kusumawati STIE St. Pignatelli Surakarta
  • Dewi Kartikasari STIE St. Pignatelli Surakarta

DOI:

https://doi.org/10.32493/JEE.v4i4.22017

Keywords:

Ekuitas Merek, Motivasi Perjalanan, Niat Berkunjung

Abstract

Pantai Klayar merupakan salah satu wisata bahari yang menjadi pilihan wisatawan untuk dikunjungi di Kabupaten Pacitan Propinsi Jawa Timur. Pantai Klayar menjadi salah satu tempat pariwisata yang merupakan salah satu sektor penggerak perekonomian terutama bagi masyarakat lokal yang ada di sekitar pantai Klayar. Keberadaan kawasan wisata sendiri berpotensi mendatangkan nilai ekonomi sebagai penghasil jasa wisata. Keberadaan objek wisata Pantai Klayar berperan dalam menggerakkan perekonomian masyarakat lokal melalui pendirian unit-unit usaha dan penyerapan tenaga kerja. Tujuan dari penelitian ini adalah mengidentifikasi faktor-faktor yang memengaruhi niat berkunjung ke wisata pantai Klayar, mengetahui motivasi perjalan yang dilakukan ke pantai Klayar, serta menganalisis ekuitas merek dari pantai Klayar pada wisatawan yang berkunjung.

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Published

2022-07-06

How to Cite

Darmaningrum, K., Prasetyaningrum, N. E., Kusumawati, E. D., & Kartikasari, D. (2022). Strategi Pemasaran Destinasi Wisata Yang di Pengaruhi Ekuitas Merek, Marketing, dan Motivasi Perjalanan (Studi pada Pantai Klayar Pacitan Jawa Timur). Jurnal Ekonomi Efektif, 4(4), 502–511. https://doi.org/10.32493/JEE.v4i4.22017

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Vol. 4 No. 4 (2022): JURNAL EKONOMI EFEKTIF

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