Market Positioning and Influence in Developing Museum as Educational Tourism Destination
Gelar Mahendra*, Lailatul Aulia, Elly Malihah, Rini Andari

Magister Pariwisata, Universitas Pendidikan Indonesia
Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154
*gelarmahendra99[at]upi.edu, ayalaila[at]upi.edu

Abstract

The main objective of this research is to analyse the importance of market positioning and its influence in developing museums as leading educational tourism destinations. Museums have significant potential to become attractive educational tourism destinations for visitors. However, to achieve their full potential, museums need to focus on effective market positioning and influence strategies. The research approach was carried out in a descriptive qualitative manners by doing interview, observation and also literature studies from previous similar works on this field. The findings demonstrate that market positioning plays a crucial role in developing museums as educational tourism destinations. It is known that to creating the best market positioning and influence is not easy, but it is doable.

Keywords: Market positioning, Market Influence, Museum, Educational Tourism

Topic: Marketing Management, Relationship Marketing, Service Marketing