Pengaruh Bauran Pemasaran terhadap Minat Berkunjung Wisatawan ke Destinasi Agrowisata di Cibodas, Kecamatan Lembang, Kabupaten Bandung Barat
DOI:
https://doi.org/10.32627/maps.v7i1.811Keywords:
Agrowisata, Bauran pemasaran, Cibodas-Lembang, Minat BerkunjungAbstract
Agro-tourism can be an alternative option in increasing income for farmers without reducing the importance of the agricultural sector in building food security in various countries, including Indonesia. However, the potential for agro-tourism has not been properly explored, so that the number of visits is still less compared to other tourist objects. The purpose of this study was to examine the effect of the marketing mix consisting of product, price, promotion, and place on the interest of tourists to visit agro-tourism destinations. In this case the object is agro-tourism in Cibodas Village, Lembang District, West Bandung Regency. For data analysis, the researchers used a structural equation model (SEM) with the help of the WarpPLS application. The expected result is a model of the influence of the marketing mix on tourist interest in visiting agro-tourism objects in Cibodas Village, Lembang District, West Bandung Regency. The results showed that prices, promotions, and places had a positive and significant effect on interest in visiting agrotourism destinations in Cibodas Village
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Badriyatul Huda, Adi Indradi Wazdi
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors who publish in Jurnal Maps (Manajemen Perbankan Syariah) agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).