Marketing Strategy of Gunungkidul Tourism Destination Using DOT, BAS and POS Approach in Indonesia

Abstract

Gunungkidul is one of the districts in Yogyakarta Special Region that has splendid Travel Destination potential. It will be a very large potential if it managed with good marketing strategy. The aim of the study isdeveloped marketing strategies based on Destinations, Origin, and Time (DOT), Branding, Advertising, Selling (BAS), Paid Media, Own Media, and Social Media (POS) which is based on tourist profiles. The result of the study shows that there are many problems arise in Gunungkidul tourism development. The researchers recommend that the development of marketing strategies must be adjusted to the existing market profile so itwill focus on the target market and save resources.