STRATEGI PEMASARAN AGROWISATA KAMPUNG FLORY DI KECAMATAN SLEMAN, KABUPATEN SLEMAN, YOGYAKARTA

Abstract

Abstract : This research aim to identifies internal andexternal factors in marketing and determine formulate alternative alto priorities which can be applied in marketing agrotourism Kampung Flory in Sleman Subdistrict, Sleman Regency, Yogyakarta. Engineering analysis of data Led (1) matriks IFE and EFE to identifies internal and External Tractors (2) matriks IE to know position agrwotourism (3) matrik SWOT to formulate alternative strategy (3) matrik QSP to determine priority strategy most effective applied. The research known Thar alternative strategy produced are increasing cooperation relationships with the business partners and the government, taking advantage of holiday season, holding local shows and paying visits by offering new products and services to attract visitors, updating marketing management concerning the quality of workforce to increase sale and market expansion, optimizing the use of information technology (social media and websites) to introduce and promote Kampung Flory to public, conducting pricing strategies to maintain the trust of the visitors, creating new products and services to improve visitor services, facilities, and infrastructures, and add experienced workforce in marketing department as well as Kampung Flory, and improving and updating the concept of marketing to attract more visitors. The most effective strategies priority applied is to create new products and services to improve visitor services.

Keywords : Agro-tourism, Marketing, Sleman, Strategy, SWOT, QSPM