Analysis of Challenges and Barriers to the Integration of a Promotional Mix in Tlocor Marine Tourism Sidoarjo

Agustina Nikmatus Solichah; Sheidy Yudhiasta

doi:10.47134/pjpp.v3i2.5896

Authors

Agustina Nikmatus Solichah Universitas Pembangunan Nasional "Veteran" Jawa Timur
Sheidy Yudhiasta Universitas Pembangunan Nasional "Veteran" Jawa Timur

DOI:

https://doi.org/10.47134/pjpp.v3i2.5896

Keywords:

Promotional Mix, Promotional Barriers, Marine Tourism, Tlocor Marine Tourism, Tourism Marketing

Abstract

Tlocor Marine Tourism in Sidoarjo Regency, East Java, offers significant potential through its coastal scenery, mangrove ecotourism, boat trips to Lusi Island, and the local fishing community. Despite these attractions, the site remains underrecognized due to limited and inconsistent promotional efforts. This study analyzes the challenges and barriers in implementing the promotional mix at Tlocor Marine Tourism. A qualitative descriptive approach was used, collecting data through in-depth semi-structured interviews with managers, community members, and government officials, supplemented by field observations and documentation. Findings reveal that while the five elements of the promotional mix advertising, sales promotion, personal selling, public relations, and direct marketing are applied, they are neither integrated nor consistent. Digital advertising, particularly via social media, is sporadic and reaches a limited audience; sales promotions are restricted to discounts; personal selling lacks standard procedures and systematic training; public relations efforts are reactive; and direct marketing has ceased due to past misuse of visitor databases. Key barriers include post-pandemic human resource shortages, budget constraints, psychological trauma from prior database misuse, and bureaucratic obstacles regarding land ownership and legal permits. These factors hinder the establishment of a structured and sustainable promotional strategy. The study concludes that leveraging Tlocor Marine Tourism’s potential requires strategic planning, enhanced training, consistent digital engagement, and administrative support to overcome operational, financial, and regulatory challenges. Addressing these barriers will help attract a broader audience, improve visitor experience, and support sustainable tourism development. This study provides practical insights for local tourism managers and policymakers to enhance promotional strategies and optimize tourism development.

References

Berikut daftar pustaka yang sudah saya pisahkan dengan **enter per referensi** tanpa mengubah isinya:

Aditya, A., Wahyuni, T., S, H., & Burhan, U. (2023). Seminar Nasional Pariwisata dan Kewirausahaan (Snpk) Manajemen Strategi Bumdes Dalam Mengembangkan Desa Wisata Sentra Tanaman Hias Di Jawa Timur.

Agustina, A. H., Muchsin, S., & Suyeno. (2021). Tata Kelola Pengembangan Objek Wisata Bahari Tlocor Dalam (Vol. 15, Number 1).

Arista, V. D. (2023, March 3). Kunjungan ke Tlocor Capai 108 Ribu Wisatawan, Pemkab Bakal Bangun TIC. Radarsidoarjo.Id.

Cahyadi, N., & Basyari, A. S. (2023). Strategi Pengembangan Bumdes Melalui Optimalisasi Lahan Desa Sebagai Bentuk Upaya Peningkatan Pendapatan. DedikasiMU: Journal of Community Service, 5(2), 168.

Dewi, T. W. S., & Ma’ruf, M. F. (2025). Media Hukum Indonesia (MHI) Published by Yayasan Daarul Huda Krueng Mane [https://ojs.daarulhuda.or.id/index.php/MHI/index](https://ojs.daarulhuda.or.id/index.php/MHI/index) Pengelolaan Wisata Daerah Untuk Meningkatkan Pendapatan Asli Daerah (Studi Pada Pengelolaan Wisata Unggulan Kayangan Api Kabupaten Bojonegoro). 3(3), 691–710. [https://doi.org/10.5281/zenodo.15669437](https://doi.org/10.5281/zenodo.15669437)

Febrianti, O., & Suryaningsih, T. (2023). Analisis Bauran Promosi Pada Objek Wisata Kebun Jambu Desa Rejoagung. Jurnal Economina, 2(11), 3476–3482. [https://doi.org/10.55681/economina.v2i11.984](https://doi.org/10.55681/economina.v2i11.984)

Gato, M., Dias, Á., Pereira, L., da Costa, R. L., & Gonçalves, R. (2022). Marketing Communication and Creative Tourism: An Analysis of the Local Destination Management Organization. Journal of Open Innovation: Technology, Market, and Complexity, 8(1). [https://doi.org/10.3390/joitmc8010040](https://doi.org/10.3390/joitmc8010040)

Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of Sustainable Tourism, 1–20. [https://doi.org/10.1080/09669582.2020.1758708](https://doi.org/10.1080/09669582.2020.1758708)

Insani, N., A’Rachman, F. R., Ningsih Henny Kurnia, & Rachmawati, A. P. (2019). Jurnal Praksis dan Dedikasi Sosial | 28.

Kotler, Philip., Bowen, J. T. ., Makens, J. C. ., & Baloglu, Seyhmus. (2017). Marketing for hospitality and tourism. Pearson Education Limited.

Latifaturrohmah, T., & Junarto, R. (2023). Perlindungan, penegakan dan pemenuhan hak atas tanah korban lumpur Lapindo. Tunas Agraria, 6(1), 56–70. [https://doi.org/10.31292/jta.v6i1.204](https://doi.org/10.31292/jta.v6i1.204)

Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains importance after Covid-19. Cogent Business and Management, 8(1). [https://doi.org/10.1080/23311975.2020.1870797](https://doi.org/10.1080/23311975.2020.1870797)

Miles, A., Huberman, M., & Matthew, B. (1994). miles.

Ningtyas, J. T. R., & Rosdiana, W. (2025). Pengembangan Wisata Bahari Tlocor Melalui Pentahelix Stakeholder Developing Tlocor Marine Tourism Through Pentahelix Stakeholder.

Priatmoko, S., Kabil, M., Purwoko, Y., & Dávid, L. D. (2021). Rethinking sustainable community-based tourism: A villager’s point of view and case study in Pampang Village, Indonesia. Sustainability (Switzerland), 13(6). [https://doi.org/10.3390/su13063245](https://doi.org/10.3390/su13063245)

Putra, A. (2025, December 2). Wisata Bahari Tlocor Sidoarjo: Pesona Mangrove, Sungai Tenang, dan Gerbang Menuju Pulau Lusi. Sidoarjo Masa Kini.

Putri, N. P., & Fauzan, R. (2025). Analisis Bauran Promosi Objek Wisata Untuk Meningkatkan Jumlah Kunjungan Ke Pemandian Mato Aia Nagari Paninggahan Kec. Junjung Sirih Kab. Solok, Sumatra Barat. In Bisnis, Manajemen Dan Akuntansi (Vol. 3, Number 6).

Ramadhan, H. W., & Sukmana, H. (2023). Strategi BUMDes Dalam Pengembangan Pariwisata Di Wisata Bahari Tlocor. Dialektika : Jurnal Ekonomi Dan Ilmu Sosial, 8(2), 317–331. [https://doi.org/10.36636/dialektika.v8i2.3396](https://doi.org/10.36636/dialektika.v8i2.3396)

Umar, A., Burhanuddin, & Nasrulhaq. (2019). MATRA PEMBARUAN. [https://doi.org/10.21787/mp.3.1.2019.57-66](https://doi.org/10.21787/mp.3.1.2019.57-66)

Rita, P., Oliveira, T., & Farisa, A. (2019). The impact of e-service quality and customer satisfaction on customer behavior in online shopping. Heliyon, 5(10). [https://doi.org/10.1016/j.heliyon.2019.e02690](https://doi.org/10.1016/j.heliyon.2019.e02690)

Rodiyah, I., Mursyidah, L., & U.B, A. R. (2022). Coordination of Actors in the Implementation of Lusi Island Tourism Development in Kedungpandan Village, Jabon District, Sidoarjo Regency. JKMP (Jurnal Kebijakan Dan Manajemen Publik), 10(2), 40–47. [https://doi.org/10.21070/jkmp.v10i2.1730](https://doi.org/10.21070/jkmp.v10i2.1730)

Tirtayani, D. M., Sukmadewi, N. P. R., & Dane, N. (2024). Tirtayani Et Al.

Widyatama, P. R., Taslikhan, M., & Huda, N. (2025). Tlocor Marine Tourism-Lusi Island As A Means Of Environmental Conservation And Empowerment Of The Surrounding Community In Sidoarjo. Progress in Social Development, 6(1), 274–286.

Yudhiasta, S., Fauziah, S., Auliya, R. S., & Ramadhani, R. M. (2025). Analysis of Marketing Strategies Using the Marketing Mix Approach: A Case Study of Wisata Bahari Tlocor. Nusantara Science and Technology Proceedings, 298–305. [https://doi.org/10.11594/nstp.2025.4746](https://doi.org/10.11594/nstp.2025.4746)