Sustainable Marketing Strategies To Increase Visiting Interest

Abstract

Background Tourism plays a crucial role in regional economic growth, but the sustainability of this sector depends heavily on effective and responsible marketing strategies that consider the environment and local community. The fluctuation in visitor numbers at Waburi Park indicates that the current marketing strategy is not yet optimal, is unintegrated, and is less sustainable, potentially leading to a decline in tourist interest. Purpose This study aims to analyze the sustainable marketing strategies implemented at Waburi Park to increase tourist visiting interest by examining aspects of branding, promotion, pricing, and distribution. Sample/Research Object This descriptive qualitative research focuses on Waburi Park in Gaya Baru Village and involves a sample of 30 visitors selected using a purposive sampling technique. Method Data was collected through observation, in-depth interviews, and documentation. Results The findings indicate that the implementation of a sustainable marketing strategy at Waburi Park is still weak. This is evident from the weak branding without a strong visual identity, promotion limited to social media without a focused content strategy, affordable ticket prices at IDR 5,000 but not supported by a clear value proposition, and manual ticket distribution that often leads to queues. These factors significantly influence tourist visiting interest, as reflected in the indicators of attraction, desire, consideration, and intention to visit. Conclusion The existing marketing strategy has not fully supported sustainable visitor interest. Therefore, it is recommended that management strengthen branding by creating a visual identity, optimizing digital promotion, and adopting a digital-based ticket distribution system to enhance visitor accessibility and convenience.