Analisis Bauran Pemasaran Daya Tarik Wisata Petualangan Berbasis Teknologi Aeroxspace Adventure Bali

Abstract

This research investigates the marketing mix strategy (7Ps) implemented by AeroXSpace Adventure Bali, a technology-based Adventure tourism attraction. The study was driven by the growing interest in innovative tourism experiences and the need for effective marketing strategies in this niche sector. A qualitative descriptive approach was adopted, involving data collection through in-depth interviews, observations, and documentation. The 7P framework Product, Price, Place, Promotion, People, Physical evidence, and Process was used to evaluate the company’s marketing practices. The findings indicate that AeroXSpace Bali has effectively developed unique products and physical evidence aligned with its futuristic and educational themes. It has strategically selected its location and demonstrated strong human resources and thematic branding. However, the research identifies challenges in pricing strategy, digital promotional reach, and service process consistency. These aspects have implications for the attraction’s ability to expand market coverage and sustain visitor satisfaction. The study concludes that while the marketing mix has been generally well-executed, continuous improvement is required in specific elements to strengthen AeroXSpace Bali’s market competitiveness in the evolving tech-based tourism industry.