Strategi Digital Marketing dalam Meningkatkan Kunjungan Wisatawan pada Batara White House di Ke’pe’ Kapalapitu Kabupaten Toraja Utara

Selviana Maneak; Jens Batara Marewa; Nelwisa Ani

doi:10.59603/niantanasikka.v3i6.1468

Authors

Selviana Maneak Universitas Kristen Indonesia Toraja
Jens Batara Marewa Universitas Kristen Indonesia Toraja
Nelwisa Ani Universitas Kristen Indonesia Toraja

DOI:

https://doi.org/10.59603/niantanasikka.v3i6.1468

Keywords:

Batara White House, Differentiation, Marketing Strategy, Positioning, Tourists.

Abstract

This research aims to analyze marketing strategies for increasing tourist visits to Batara White House. The research uses a qualitative descriptive method by presenting the analysis based on factual conditions in the field. Data were collected through observation, interviews, and documentation to obtain information regarding marketing strategy implementation and the condition of the tourism destination. The results show that the marketing strategy of Batara White House through market segmentation, targeting, positioning, and differentiation has been implemented well, but its application is not yet effective or optimal in increasing tourist visits. Batara White House is an accommodation facility characterized by its white color and its use as a tourist attraction. This uniqueness represents an attraction that can be developed to strengthen the destination's position amid tourism competition. In addition to providing accommodation, Batara White House offers scenery and cool air in Kapalapitu District, North Toraja Regency. Therefore, stronger, focused, consistent, and innovative marketing strategies are needed so that these attractions can be promoted, increase tourist interest, encourage visits, and support the sustainable development of Batara White House as a tourism destination in North Toraja.

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