Analysis of Tourism Potential and Marketing Integration in Mundeh Kangin Village

Abstract

The purpose of this research is to determine the tourism potential of Mundeh Kangin village, and how
marketing integration is carried out in Mundeh Kangin village, so that a suitable strategy can be implemented
in the future. This research uses a qualitative descriptive approach with data collection techniques in the form
of direct observation, interviews and document study. In-depth interviews with informants, namely the head
of Mundeh Kangin Village, the tourism awareness group and the Farmer's group of Mundeh Kangin village. The
scope of the problem discussed in this research is regarding the potential and marketing mix of Mundeh Kangin
Village as a pioneering tourism village in Tabanan Regency. Based on the results of internal, external and
interactive marketing research in Mundeh Kangin village, Tabanan, several key points can be concluded namely
Local product potential, External communication challenges, and Role of Interactive marketing has been
identified as a potential strategy to overcome challenges in external marketing. By involving the community
directly through social media, community events, interactive content, and collaboration with local influencers,
interactive marketing is able to increase engagement and awareness about local products in Mundeh Kangin
Tabanan village.
Keywords: Tourism potential, integration, marketing