A Qualitative Analysis of the Segmentation, Targeting, and Positioning (STP) Marketing Strategy for the Lembeh Strait Tourism Destination in Bitung City, North Sulawesi
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Abstract
Introduction: Conducting proper segmentation and targeting can be done by identifying and targeting market segments that have different needs and desires for the product. Through proper positioning, a product can be known by consumers.
Objectives: To achieve the above objectives, this study was conducted to study and analyze the marketing strategy of STP Lembeh Strait Tourism Destination
Methods: This study uses a qualitative paradigm that focuses on an in-depth understanding of the marketing phenomenon of the Lembeh Strait Tourism Destination in Bitung City, North Sulawesi. The qualitative paradigm was chosen because this approach allows researchers to explore the meaning, experiences, and perspectives of tourism actors and tourists contextually and holistically
Results: Based on the results of this study, it can be stated that the Lembeh Strait positioning strategy highlights the uniqueness and competitive advantages of this destination, namely high underwater biodiversity with rare species such as nudibranchs, frogfish, and pygmy seahorses, as well as an exclusive diving experience in the form of muck diving.
Conclusions: This advantage is combined with easy accessibility from Bitung City and Manado which is relatively better compared to the main competitor destinations such as Raja Ampat and Wakatobi which have more difficult access, as well as Komodo Island which also faces access challenges.