Analysis on Marketing Strategy of Sports Tourism

Abstract

This study aimed to determine external and internal factors in organizing Tretes Night Run event, to identify and analyze its marketing mix strategies based on SWOT matrix analysis, and to recognize the next event’s sustainability. Based on the study results, all external factors supported the organizing of Tretes Night Run event and there were no obstacles. However, from the technological aspect there was a problem in the absence of timing system (chip) for participants’ number tag. Meanwhile, internal factors including elements of marketing mix (7P) also supported each other in organizing the event and there was no obstruction. From the results of strategy analysis formulated in SWOT matrix, there were several new constructive strategies for performing the next Tretes Night Run event such as additional lighting facilities, budget funds, service product innovations, etc. Some efforts were also required tosustain the event, such as maximizing the management to meet participants’ needs, adding funding budgets, establishing the collaboration among committees surrounding businesses (UKM), and obtaining support from various parties.