MARKETING STRATEGY TOWARDS AN INDEPENDENT TOURIST VILLAGE

Abstract

This study aims to determine the application of the Business Model Canvas as a development strategy for the Guwosari tourism village. The data analysis technique used in this study was a descriptive research method with a qualitative approach. By analyzing the position of excellence of the Guwosari Tourism Village through a SWOT analysis, to strengthen the results of the bussines model canvas method in tourism development in the Guwosari Tourism Village. Sources of data obtained from primary and secondary data. For data collection techniques using data triangulation (observation, interviews, and documentation). The results of this study indicate that the Guwosari tourism village has good potential. Where the Guwosari tourism village is a tourist village that develops agricultural land into educational tours, historical places, and food security, and has many products that are very attractive to customers, such as Guwosari's typical culinary, Ingkung ayam.