ANALISIS IMPLEMENTASI BAURAN PEMASARAN 7P DAN STRATEGI PENGEMBANGAN BERBASIS SWOT PADA TAMAN REKREASI ALAM MAYANG
DOI:
https://doi.org/10.61722/jemba.v3i6.3318Keywords:
Alam Mayang; 7P marketing mix; tourism; development strategy; SWOTAbstract
Tourism is one of the sectors with considerable potential to support regional economic development. Alam Mayang Recreation Park in Pekanbaru City is a tourist destination that offers an outdoor natural environment, green spaces, and various recreational attractions. This study aims to analyze the implementation of the 7P marketing mix, identify strengths, weaknesses, opportunities, and threats, and formulate development strategies for Alam Mayang Recreation Park. This research uses a descriptive qualitative approach, with data collected through semi-structured interviews with the owner of Alam Mayang Recreation Park on September 6, 2026. The data were analyzed thematically based on the seven elements of the marketing mix and further examined using SWOT analysis. The findings indicate that Alam Mayang has several advantages, including a green environment, diverse recreational attractions, an accessible location, and relatively affordable entrance fees. Its promotional activities have also utilized social media platforms such as Facebook, Instagram, and TikTok. However, several aspects still require improvement, particularly facility maintenance, cleanliness management, service quality, vendor organization, and the use of digital technology. Proposed development strategies include improving facilities and services, strengthening digital promotion, organizing tourism events, and establishing partnerships with educational institutions, communities, and local small and medium enterprises. This study is expected to provide considerations for improving management quality and strengthening the competitiveness of Alam Mayang Recreation Park as a family tourism destination.
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