Marketing Strategy Analysis in Increasing the Number of Visitors at Le Pirate Resort Gili Meno Lombok, NTB

Abstract

Le Pirate is one of the leading resorts located in Gili Meno, Lombok, Nusa Tenggara Barat (NTB). The resort offers a unique experience for tourists. In an effort to increase the number of visitors, this resort has implemented various marketing strategies. This research aims to analyze the marketing strategies implemented by Le Pirate Resort in Gili Meno, Lombok, in increasing the number of visitors. The research method used is descriptive qualitative with a case study of conducting interviews with resort management, observation, and analysis of marketing strategies implemented. The results of this study show that the main marketing strategies used by Le Pirate include digital marketing, cooperation with travel agents, and the use of social media. Social media plays a very important role in attracting tourists through photos, interesting videos, and testimonials from visitors. Challenges faced include intense competition with other resorts, including weather conditions and the global situation. Overall, the marketing strategies implemented by Le Pirate Resort have shown positive results in attracting visitors and providing a very satisfying experience. Consistent implementation and adaptation to market changes are key factors for the long-term success of Le Pirate Resort and have a positive impact on the local community.