Efektivitas Bauran Pemasaran Terhadap Tingkat Kunjungan Ekowisata di Kawasan Oi Marai Resort Kawinda To’i Taman Nasional Tambora

Abstract

This study aims to analyze the Effectiveness of Marketing Mix on the Level of
Ecotourism Visits in the Oi Marai Area, a tourist attraction in Kawinda To'i Village,
Tambora District, Bima Regency. Marketing, which includes a marketing mix strategy, is
used as the main tool to attract tourists, focusing on products, prices, places, and
promotions. Using a descriptive research method, researchers selected 48 respondents
consisting of tourists and area managers using the Purposive Sampling technique. Based on
the results of the study, it was found that the level of effectiveness of Oi Marai tourism
marketing was very high, with an effectiveness ratio reaching 90% and above in 2019-2020
and increasing to 100% and above in 2021-2022. Partially and simultaneously, all elements
of the marketing mix were proven to have a significant influence on the level of tourist visits,
with a significant value of less than 0.05. These results indicate that the marketing strategy
implemented in Oi Marai was successful in attracting tourist visits and increasing the
effectiveness of local tourism.