Implementasi Strategi Pemasaran Pariwisata Untuk Meningkatkan Kepuasan Wisatawan Berkunjung Ke Desa Gucialit Kecamatan Gucialit Kabupaten LumajangStudi Kasus Pada Komunitas Gowa (Guciailit Organisasi Wisata Alam)

  • Paiman Paiman STIE Widya Gama Lumajang
  • Nawangsih Nawangsih STIE Widya Gama Lumajang
  • Kasno Kasno STIE Widya Gama Lumajang
Keywords: Tourism Marketing and Tourist Satisfaction


The role of a community in the field of tourism is very important, especially helping to market tourism, helping services to increase tourist satisfaction and contribute to regional development. Community according to the Big Indonesian Language Dictionary (KKBI) is social group consisting of several people with diverse backgrounds, who share similar interests. One of the local communities in Gucialit Village is the GOWA Community (Gucialit Nature Tourism Organization). The establishment of GOWA based on the same interest and concern for the surrounding environment, aiming to help preserve and develop tourism villages. The problems in this research are: how is the implementation of the marketing strategy implemented by the GOWA Community, how is the response of tourist satisfaction after visiting Gucialit Village. This research is a type of qualitative research. Data collection techniques using observation, interviews, documentation.Sampling using purposive sampling technique. Data collection techniques using data reduction, data models, verification conclusions. The results of the study show that the marketing strategy includes product, price, distribution, promotion, human resources, physical evidence and process. Where the tourist village in Gucialit found constraints related to distribution, mainly due to inadequate road access, and the superior products produced namely Gucialit coffee have increasingly disappeared from circulation. While tourist satisfaction regarding facilities, for example: limited park bench, lack of awareness of disposing of garbage in its place, inadequate parking facilities, the availability of information centers is still limited.