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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
2013
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MOTTO

“THERE IS A SILVER LINING, THROUGH THE DARK

CLOUDS SHINING”

(An unknown song during World War I)

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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.

as long as I have breath, I will always try to make you proud.

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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.

Surakarta, July 2013

Ressani Elmidya Paramita

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ACKNOWLEDGEMENTS

Thank You Almighty God! The process of writing this final project has

been long, but also very rewarding. Even though I stand as the author of this

work, I could not have done it alone. I am very grateful for the help I have

received along the way. First and foremost I would like to express my sincere

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.

In addition I would like to thank all my friends, both old and new. Super
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massive thank you goes to Yunita, Tamika, Akim and Bruno, y’all always

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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

Ressani Elmidya Paramita

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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.

Conclusion can be drawn that PT TWC Prambanan does various marketing

strategies continuously and simultaneously. Marketing strategies are done to
create awareness among the public about Prambanan Temple. There are two types
of marketing strategies that are conducted by PT TWC Prambanan. They are
internal and external strategy. Internal marketing strategy is those which involve
everything inside of PT TWC Prambanan and Prambanan Temple Park itself, they
are establishing and maintaining facilities, giving services and holding events
External strategies tend to involve other parties such as other companies, media as
a facilitator between PT TWC Prambanan and public, and also customers.
External strategies that are conducted by PT TWC Prambanan are publicizing and
promoting, giving discount and expanding partnership.

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TABLE OF CONTENTS

TITLE ......................................................................................................................... i
APPROVAL OF SUPERVISOR ................................................................................ ii
APPROVAL OF THE BOARD OF EXAMINERS ................................................... iii
MOTTO ...................................................................................................................... iv
DEDICATION ............................................................................................................ v
PREFACE ................................................................................................................... vi
ACKNOWLEDGEMENTS.. ...................................................................................... vii
ABSTRACT ................................................................................................................ ix
TABLE OF CONTENTS ............................................................................................ x
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
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