Strategi 4P (Product, Prince, Place, Promotion) Dalam Meningkatkan Kunjungan Wisata Di Waduk Gajah Mungkur Wonogiri

Abstract

Waduk Gajah Mungkur Wonogiri is one of the leading tourist destinations with great potential to be further developed as a rigional tourism center. Although it offers natural beauty and various recreational facilities, the number of tourist visits is still unstable due to the implementation of suboptimal marketing strategies. This study was conducted to analyze the effectiveness of implementing the 4P of marketing mix (product, price, place, promotion) in increasing tourist visits. This research aims to map the current conditons of each elemnt of the 4P at WGM and formulate strategic recommendations in line with tourist preferences and bahavior.

     The Findings show that the Product element is represented by the availability of beautiful scenery, playgrounds, mini zoos, and water attractions, although additional thematic attractions and enhanced visitor experiences are still inadequate. In terms of Price, admission fees are considered affordable but have not been structured based on market segmentation or more diverse visit packages. The Place element shows that accessibility to the location is relatively adequate, but challenges remain in terms of facility availability and transportation connectivity. Meanwhile, Promotion is identified as the weakest component, as the use of digital media, destination narratives, and cross-sector collaboration have not been fully optimized.

    The discussion highlights that increasing tourist visits requires the integration of all four components of the 4P strategy. Enhancing visitor experiences, adopting more targeted pricing, improving facilities, and implementing consistent digital promotional strategies are key factors in strengthening the destination's competitiveness. Overall, optimizing the 4P marketing mix in a comprehensive manner and based on tourist needs is considered to have significant potential in increasing tourist arrivals at Waduk Gajah Mungkur Wonogiri.