Enhancing Tourism Attraction and City Branding of Boyolali as the “New Zealand Van Java”: Marketing Strategies for Cepogo Cheese Park

Abstract

This study aims to determine the marketing strategies of Cepogo Cheese Park in Boyolali. The components of the 4A tourist attraction (attraction, accessibility, amenity, ancillary) and the 4P marketing mix elements (product, price, place, promotion) are observed to identify the marketing strategies of Cepogo Cheese Park in accordance with tourist attractions. This research adopts a qualitative descriptive approach and SWOT analysis. Data collection for this study is carried out through direct observation of Cepogo Cheese Park in Boyolali, supplemented by documentation and literature review. Based on the research findings, it can be concluded that an improvement in promotion is needed by Cepogo Cheese Park, as well as the development of employee skills to be more innovative and creative. Considerations from the SWOT matrix results are beneficial for the progress of Cepogo Cheese Park as a tourist attraction, enhancing its appeal, and introducing Boyolali Regency as a tourist destination with the moniker "New Zealand Van Java”.