Strategi Bauran Pemasaran Wisata Halal di Al Mahmudah Manasik Training Center

Abstract

This study aims to identify the marketing mix strategies implemented by Al Mahmudah Manasik Training Center in increasing visitor decision-making. The research employs a descriptive qualitative approach, with data collection techniques including observation, interviews, and documentation. The data obtained were analyzed through data reduction, data presentation, and drawing conclusions. The results show that Al Mahmudah Manasik Training Center applies the 7P marketing mix strategy, which includes product, price, place, promotion, people, process, and physical evidence. This strategy has proven effective in increasing the number of visitors and strengthening the destination’s position in the competitive market of educational pilgrimage (manasik) tourism.