IMPLEMENTASI STRATEGI STP (SEGMENTATION, TARGETING & POSITIONING) DI DESA WISATA RUMAH DOME, SLEMAN, YOGYAKARTA

Abstract

ABSTRACT Due to the earthquake occurred in 2006 in Bantul, Yogyakarta, the residents of Nglepen Village, Sleman Regency had to be relocated to a safer place in which dome-shaped houses were built for their new houses. Gradually, due to its uniqueness, the residents turned the dome complex into a tourist destination (tourist village). They began doing marketing activities but the number of visitors remained low. This paper, therefore, seeks to investigate the implementation of the existing marketing activities by employingthe analysis of the segmentation, targeting, and positioning strategy. Keywords:marketing strategy,tourist village, dome houses