MARKETING MIX ANALYSIS ANNUAL EVENT SERVICES BAY FESTIVAL TOWARDS LOCAL TOURIST SATISFACTION IN AMBON CITY by Alvian Sapulette, Scientific Research Journal (Scirj), Volume XI, Issue VIII, August 2023 Edition

Scirj Volume XI, Issue VIII, August 2023 Edition
ISSN: 2201-2796

MARKETING MIX ANALYSIS ANNUAL EVENT SERVICES BAY FESTIVAL TOWARDS LOCAL TOURIST SATISFACTION IN AMBON CITY

Alvian Sapulette

Abstract: The Ambon Bay Festival is an annual event held in Ambon Bay, Maluku. The event, which has been held since 2006, aims to promote tourism in the Maluku Islands to the international community. The traditional boat race called Manggurube Arumbae is an important spiritual requirement in this festival. In addition, there is also a Semang boat race. Women in traditional costumes can be seen guarding the Semang ship, which has a traditional Maluku outrigger. This final project examines the magnitude of the influence of the Ambon Bay Festival service marketing mix on the satisfaction level of local tourists in Ambon city. The writing of this report is presented with a quantitative method using descriptive statistical analysis and inferential statistics to obtain accurate results of the effect of the service marketing mix that has been carried out by the Maluku Provincial Tourism Office in organizing the Ambon Bay Festival. Data collection methods using field observations, interviews, documentation and questionnaires as well as literature review. The statistical analysis used is descriptive statistical analysis to evaluate and explain the forms of the service marketing mix that will be carried out and inferential statistical analysis to determine the relationship between the effect of the service marketing mix and the level of tourist satisfaction. The conclusion obtained from the results of this study is that the Ambon Bay Festival has become a good cultural and tradition party for the people of Maluku. This event should be further developed so that it becomes a prestigious annual tourism event and attracts national and international tourists. A life that is thick with ancestral values by the people of Maluku can be a good added value for the sustainability of this activity. Maluku Provincial Government can collaborate between institutions to bring this event to be one of the faces of Maluku tourism in the future.

Reference this Paper: MARKETING MIX ANALYSIS ANNUAL EVENT SERVICES BAY FESTIVAL TOWARDS LOCAL TOURIST SATISFACTION IN AMBON CITY by Alvian Sapulette published at: "Scientific Research Journal (Scirj), Volume XI, Issue VIII, August 2023 Edition, Page 95-142 ".

Search Terms: Ambon Bay Festival, Service Marketing Mix, Local Tourist Satisfaction Level

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