<![CDATA[Designing a marketing strategy is creating a business plan for a company to reach potential consumers and convert them into customers of the company's products or services. The main objective of the marketing strategy itself is to achieve and communicate a sustainable competitive advantage over competing companies by understanding the needs and wants of customers and increasing service quality. This study aims to conduct an analysis and develop marketing strategies. Qualitative methods were used in this study using Servqual and SWOT. The Servqual method is used to measure the level of customer satisfaction, and the SWOT method is used to formulate a marketing strategy. The study's results obtained through the Servqual method showed seven differences in negative gap values. However, two positive gap values were found in perceived importance and expectation. The SWOT analysis results carried out the ST (Strength-Threats) strategy, which includes plans to improve the characteristics of tourist objects, innovate new rides, etc.]]>
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