STRATEGI PENGEMBANGAN HOMESTAY BERBASIS 9PS MARKETING MIX: STUDI KASUS DESA WISATA DARUNU

Abstract

This study aims to formulate a homestay development strategy based in Darunu Tourism Village, Wori
Subdistrict, North Minahasa Regency, North Sulawesi. Homestays play a crucial role in enhancing
tourist comfort due to their proximity to major attractions, such as the mangrove area. Their presence
enables visitors to stay longer, which helps circulate income in the local economy through services like
lodging, breakfast, local transportation, and traditional snacks provided by residents. Homestays also
function as a means of empowering the community, particularly by utilizing local houses that are
potential to be developed into homestays. Promotion of homestays is conducted in conjunction with the
promotion of tourist attractions, creating a mutually reinforcing impact and the more guests stay in
homestays, the higher the potential visits to the tourism objects. This research employs a qualitative
method with data collected through observation, interviews, and documentation. The analysis is based
on the nine elements of the 9Ps Marketing Mix: Product, Price, Place, Promotion, People, Process,
Physical Evidence, Partnership, and Participation. The results show that homestay development in
Darunu is not yet optimal in several aspects, especially in terms of promotion and facilities. However,
the increase in the number of homestays from one to four reflects positive growth potential if supported
by the right strategy