Marketing strategy of Tangerang culineria as one of the culinary tourism objectives in Tangerang City / Cahyani Kurniastuti

Kurniastuti, Cahyani (2019) Marketing strategy of Tangerang culineria as one of the culinary tourism objectives in Tangerang City / Cahyani Kurniastuti. Insight Journal : International, Refereed, Open Access, Online Journal, 5 (10). pp. 82-93. ISSN 2600-8564

Abstract

Laksa is a traditional food popular in the city of Tangerang and is one of the culinary attractions in the city of Tangerang. Along with the development of the city of Tangerang which is rife with the establishment of the mall, especially the Tang City Mall, which is located quite close to the Laksa district, presents challenges and threats to the existence of a fast food culinary business. With this research, it is hoped that it can produce a marketing strategy in developing the culinarian Laksa of Tangerang so that it can increase the public interest of travel culinary both within and outside the city of Tangerang. It is hoped to increase income for laksa sellers and provide employment opportunities for the people of Tangerang City. This study focused on qualitative research with data collection techniques involving direct observations, in-depth interviews, distributing questionnaires. The data analysis method applied in this study using Matrix analysis of EFAS (External Factor Analysis Summary), matrix of IFAS (Internal Factor Analysis Summary), SWOT Matrix (Strength, Weakness, Opportunity, Threats), QSPM (Quantitative Strategic Planning Matrix).

Metadata

Item Type: Article
Creators:
CreatorsEmail / ID. Num
Kurniastuti, CahyaniUNSPECIFIED
Contributors:
ContributionNameID Num. / Email
Chief EditorZainon, Assoc. Prof Dr. SaunahUNSPECIFIED
EditorRaja Ahmad, Assoc. Prof Dr. Raja AdzrinUNSPECIFIED
EditorSoo, Assoc. Prof. Dr. Carolyn Kum YokeUNSPECIFIED
EditorKadri, Assoc. Prof. Dr Mohd HalimUNSPECIFIED
EditorIsmail, Dr. NoriahUNSPECIFIED
EditorMohd Ariff Albakri, Associate Professor Dr. Intan SafinasUNSPECIFIED
EditorKhairani, Dr. Noor SufiawatiUNSPECIFIED
EditorOthman, Dr. Akmal AiniUNSPECIFIED
EditorIsmail, Dr. NorashikinUNSPECIFIED
EditorAhmad, Associate Professor Dr. Syahrul AhmarUNSPECIFIED
EditorMisman, Dr. Faridah NajunaUNSPECIFIED
EditorShamsuddin, Associate Professor Dr. AmanuddinUNSPECIFIED
Subjects: G Geography. Anthropology. Recreation > G Geography (General) > Travel and the state. Tourism
H Social Sciences > HD Industries. Land use. Labor > Food industry and trade. Halal food industry. Certification
H Social Sciences > HF Commerce > Marketing
Divisions: Universiti Teknologi MARA, Johor > Segamat Campus
Journal or Publication Title: Insight Journal : International, Refereed, Open Access, Online Journal
Journal: UiTM Journal > INSIGHT Journal (IJ)
ISSN: 2600-8564
Volume: 5
Number: 10
Page Range: pp. 82-93
Official URL: https://insightjournal.my/
Item ID: 42285
Related URLs:
Uncontrolled Keywords: Marketing Strategy; SWOT; Strength Weakness Opportunity Threats; QSPM; Quantitative Strategic Planning Matrix; Culinary Tourism; UiTM Cawangan Johor
URI: http://ir.uitm.edu.my/id/eprint/42285

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