Marketing Strategies for Tourism Villages: Achieving Economic Dynamism and Resilience
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This research aims to develop a tourism marketing strategy based on the 7P model to maximise the potential of tourist villages. This research method uses a descriptive qualitative approach with case studies on several tourist villages in East Java. Data were collected through in-depth interviews with tourist village managers, field observations, and analysis of marketing documents. The research findings show that the implementation of the 7P marketing strategy is able to increase tourist attractiveness, strengthen branding, and optimise the tourist experience. Each 7P element has a significant contribution in forming a comprehensive and effective marketing strategy. The development of unique and diverse tourism products in accordance with the local characteristics of tourism villages, competitive pricing and commensurate with the quality of services provided, strategic location selection and easily accessible to tourists, the use of digital and traditional media to increase tourist awareness and interest, training and empowerment of local communities as the main actors in the tourism industry, efficient operational management and oriented to tourist satisfaction, as well as the provision of facilities and infrastructure that support tourist comfort and safety are key factors in a comprehensive strategy. The implementation of the 7P tourism marketing strategy can create significant dynamism and economic resilience for tourism villages so that village managers can increase the use of digital technology in each element of the marketing strategy.
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