Implementation of the Glagaharum Senduro Lumajang Campground Tourism Marketing Strategy, East Java

Abstract

The Ministry of Tourism and Creative Economy/Tourism and Creative Economy Agency (Kemenparekraf/Baparekraf) of the Republic of Indonesia continues to strive to optimize the development of the tourism and creative economy sector in Indonesia. developed into a nature-based tourism destination. Nature tourism is a recreational and tourism activity that utilizes the potential of nature to enjoy its beauty, whether it is still natural or there is already a cultivation business, so that there is a tourist attraction to the place. Kwarcab Lumajang as the manager of the Senduro Glagaharum Campground is developing Glagaharum Campground tourism as a tourist spot to increase potential in the fields of education, economy and tourism as well as tours that offer views of Mount Semeru. The view with the background of Mount Semeru and glamping facilities, tent rental, food court, ATV view photo spots, exotic bridges. The problems in this research are: How is the strategy implemented by the Glagaharum Senduro Camping Ground, and how is the response of tourists after visiting. This research is a type of descriptive qualitative research using case studies. Data collection techniques using observation, literature study, interviews, documentation. Sampling using snowball technique. Approaches to data analysis using data reduction, data models, drawing/verifying conclusions. The results showed that the marketing strategy includes product, price, distribution, promotion, human resources, physical evidence, and process. Where there are several deficiencies in the Buper Glagaharum tour, it finds obstacles in the parking area, namely: the land still has lots of rocks, when it's hot the vehicle is directly exposed to the sun.