Marketing Strategy in an Effort to Increase Occupancy at The JAWA DWIPA VILLA WONOSOBO

Authors

  • Dwi Sukatman Universitas Pandanaran
  • Sinta Petri Lestari Universitas Pandanaran
  • Sri Praptono Universitas Pandanaran

Keywords:

marketing mix, Tourism

Abstract

Jawa Dwipa Villa Wonosobo is an accomodation that offers a comfortable stay experience in a natural and calming environment. Strategically located in Wonosobo Regency. The main speciality of this villa lies in its design which carries a traditional javannese concept, combined with professional services and complete facilities. Based on the SWOT analysis, Jawa Dwipa Villa has several advantages, such as charming natural scenery, adequate facilities, and an effective digital marketing strategy. However, there are several challenges that need to be faced, such as limited accommodation capacity, higher prices compared to competitors, and dependence on the tourist season. On the other hand, there are opportunities to expand the market by targeting international tourists and developing integrated tour packages. Threats that must be anticipated include competition with other accommodations, changes in tourism trends, and environmental factors. Jawa Dwipa Villa's marketing strategy focuses on: product, price, location and promotion. This villa offers an exclusive stay experience with blend of traditional culture and modern touches. Competitive pricing strategies are implemented through various promotions. This Villa is managed with environmentally friendly concept and collaborates with local communities to increase its appeal. Meanwhile, digital marketing and social media are the main strategies in promotion

Published

2025-07-14

Issue

APSKI ICE Vol 03, Ed 01 (2025)

Section

Articles

License

Copyright (c) 2025 APSKI International Conference on Association of Indonesian Entrepreneurship Study Programs

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