commit to user
THE MARKETING STRATEGIES OF P.T. TAMAN
WISATA CANDI PRAMBANAN
FINAL PROJECT REPORT
Submitted as a Partial Requirement in Obtaining in the English Diploma Program, Faculty of Letters and Fine Arts,
Sebelas Maret University
By:
Ressani Elmidya Paramita C9310066
ENGLISH DIPLOMA PROGRAM
FACULTY OF LETTERS AND FINE ARTS
SEBELAS MARET UNIVERSITY
SURAKARTA
commit to user
commit to user
commit to user
iv
MOTTO
“THERE IS A SILVER LINING, THROUGH THE DARK
CLOUDS SHINING”
commit to user
v
DEDICATION
This Final Project is dedicated to:
Siswantyo Ali Jatmiko
My father, my mentor, my teacher, my coach, my idol, my hero, my family’s
leader, my mom’s best friend, and by far the coolest guy I have ever known.
and to my mom,
Endang
and my sister,Anna
for their love, support, patience, their technical help, their encouragement and for
always being there for me.
commit to user
vi
PREFACE
The Final Project report is written to fulfill a partial requirement to obtain degree at English Diploma Program in Faculty of Letters and Fine Arts, Sebelas Maret University. This report is made based on the observation and interview during a month internship conducted by the writer at PT. Taman Wisata Candi Prambanan, Yogyakarta.
This report describes the strategies of Marketing division of PT. Taman Wisata Candi Prambanan to sell Prambanan Temple as a tourist attraction. A SWOT analysis is also provided by the writer to give a clear picture of Prambanan in general.
Realizing that this report is nowhere near perfection, the writer invites and appreciates any responses, comments and suggestions from the readers for the betterment of this report. At last, the writer hopes that this Final Project Report will be beneficial to all the readers.
commit to user appreciation and gratitude to Dra. Susilorini, M.A. my supervisor, for her endless support, patience and encouragement throughout the completion of this final project report. A million thanks to my Tourism Marketing and Promotion lecturer, Dra. Rara Sugiyarti, M.Tourism., she was the one which sparked my interest for tourism marketing studies through one of her lecture series. I would like to thank The Dean of Faculty of Letters and Fine Arts, Drs. Riyadi Santosa, M.Ed, Ph.D. for approving this final project report. I am deeply indebted to my family for their support and interest in my studies. I am forever in your debt. To all of my lecturers who have educated me during my study at Sebelas Maret University, I cannot describe how much I thank you.
Thanks also are due to Nia Indah, my roomie, for her enthusiasm to read and her willingness to comment on drafts of this work.My friends in Yogyakarta, Mary, Bella, Olivia and Lingga deserve thanks. You guys took care of me and helped me around. Thank you for introducing me to your friends and loved ones. It would not have been the same without you. The staffs at PT TWC Prambanan deserve recognition for their effort to keep me on my feet particularly for Mr. Catur Sulistya, Mr. Sugiyanto, and Mr. Sumantri.
commit to user
viii
entertain me when I am bored and cheer me up when I am really sad. Special thanks is for my classmates throughout the English Diploma Program who have studied with me and helped to make the last three years such an enjoyable and rewarding study journey, and for the special group of students who I have had tea with every day over the last two years. Big thanks for those who make me laugh and those who always support and advise me, I cannot mention all of you one by one.
I highly appreciate all the help you do and have done.
Surakarta, July 2013
commit to user
ix
ABSTRACT
Ressani Elmidya Paramita, 2013. The Marketing Strategies of PT Taman Wisata Candi Prambanan. English Diploma Program, Faculty of Letters and Fine Arts, Sebelas Maret University.
This final project report was written based on the job training conducted by the writer at PT Taman Wisata Candi Prambanan (PT TWC Prambanan) from 25 February 2013 until 25 March 2013. The objective of this report is to describe the strategies that are conducted by the marketing division of PT TWC Prambanan to sell Prambanan Temple. A SWOT analysis is also provided by the writer to give a clear picture of Prambanan in general.
The data for this report were obtained from the observation and interview during job training. Besides, the writer also conducted a library study to find information related to marketing as a literature review to support this report.
commit to user
x
TABLE OF CONTENTS
TITLE ... i
APPROVAL OF SUPERVISOR ... ii
APPROVAL OF THE BOARD OF EXAMINERS ... iii
MOTTO ... iv
CHAPTER I : INTRODUCTION ... 1
A. Background ... 1
B. Objectives ... 4
C. Benefits ... 5
CHAPTER II : LITERATURE REVIEW ... 6
A. Tourism and Tourist ... 6
B. Tourist Attraction ... 7
C. Tourism Marketing ... 9
D. Tourism Promotion ... 11
CHAPTER III : DISCUSSION ... 13
A. Prambanan Temple ... 13
1. Description of Prambanan Temple ... 13
2. The Management of Prambanan Temple ... 14
3. SWOT Analysis of Prambanan Temple ... 16
B. Marketing Strategies Conducted by PT TWC Prambanan ... 18
C. Activities during the Job Training ... 31
CHAPTER IV : CONCLUSION AND SUGGESTION ... 32
A. Conclusion ... 32
B. Suggestion ... 33 BIBLIOGRAPHY
