Strategi Pemasaran Daya Tarik Wisata Pantai Gunung Payung Desa Kutuh Kecamatan Kuta Selatan Kabupaten Badung

Abstract

This study aims to identify tourists’ perceptions of Gunung Payung Beach, analyze the marketing strategies implemented, and examine the opportunities and challenges in developing the beach as a tourist attraction in Kutuh Village, South Kuta District, Badung Regency. This study employed a descriptive qualitative method. Data were collected through observation, interviews, documentation, and literature review. Data analysis was conducted using the Miles and Huberman model, including data reduction, data display, and conclusion drawing. Tourists’ perceptions were analyzed using the Segmentation, Targeting, and Positioning (STP) approach, while marketing strategies were examined using the 7P marketing mix and opportunities and challenges were analyzed through SWOT analysis. The findings indicate that tourists generally have positive perceptions of Gunung Payung Beach, particularly regarding its image as a hidden gem offering a natural, peaceful, clean, and exclusive atmosphere. The marketing strategies implemented have been relatively effective, especially in tourism products, digital promotion, service processes, human resources, and physical evidence. SWOT analysis shows that the destination possesses more strengths and opportunities than weaknesses and threats. Its preserved natural environment, government support, and growing demand for nature-based tourism are key advantages. However, improvements are still needed in accessibility, supporting facilities, and tourists’ perceptions of service pricing. Therefore, strengthening marketing strategies, improving service quality, and implementing sustainable destination management are essential to enhance the competitiveness of Gunung Payung Beach as a leading tourist attraction in Badung Regency.