Abstrak
ENI DIA, 2023: Marketing Strategy of Tahura Anggrek Pama Magaram Persada Tourism Object in Siong Village, Paju Epat District, East Barito Regency. Supervisor I: Dr. Kuri, S.Ag., M.Ag and Supervisor II: Muthia Farida, M.Pd Tahura Anggrek Pama Magaram Persada in Siong Village, Paju Epat District, East Barito Regency is a typical Kalimantan black orchid conservation place and is an icon of East Barito Regency which is starting to become extinct, and this tourist attraction is the original habitat of black orchids and there are several facilities that already exist in it such as outbound games, gazebos, toilets, parking and more. This is the attraction and potential that must be developed and marketed, of course, it can bring income to the village government and local tourism actors. However, the beauty and potential of this tourist attraction is not directly proportional to the interest of visitors to travel there. This study aims to answer the following problems: (1) what are the marketing strategies of Tahura Anggrek Pama Magaram Persada tourism in Siong Village, Paju Epat District, East Barito Regency?, (2) what are the obstacles in the implementation of marketing the Tahura Anggrek Pama Magaram Persada tourist attraction in Siong Kecamata Paju Epat Village, East Barito Regency? The method was a qualitative descriptive analysis method using data collections of techniques: interviews, observation, documentation, and literature. The theories used to study this problem were (1) SWOT analysis and (2) 7p marketing mix. The subjects of this study were tourism object managers, Cultural Tourism, Youth and Sports Offices, Tourism Awareness Groups, village governments, and visitors. The results of this study are; (1) the marketing strategy that has been applied to tourist attractions is a word of mouth strategy, with a SWOT analysis using a 7 p marketing mix, alternative strategies can be used in marketing Tahura attractions (2) factors that become obstacles in the implementation of marketing of Tahura Anggrek Pama Magaram Persada tourist attractions are as follows: (a) budget constraints, (b) lack of quality and quantity of human resources, (c) promotion that has not been maximized, (d) facilities and infrastructure that have not been maximized, (e) location far from the city center and poor road access.