Marketing Strategy on Community Based Tourism in Special Region of Yogyakarta
Abstract
This research aims to analyze marketing strategy of tourism in Yogyakarta using SWOT analysis. This research is using Community Based Tourism (CBT) approach. CBT is the empowerment of local community where they are involved in the planning, managing, and decision making for the development. The urgency of this research is the demand from Indonesian government for tourism development in Special Region of Yogyakarta in order to make Yogyakarta as a leading tourism destination in Southeast Asia. This research is conducted in Yogyakarta that has four districts and one city. The data used in this research is primary and secondary data. The respondents are foreign and domestic tourists and stakeholders officials. The number of respondents is 300 people. The data is collected by convinience sampling. The secondary data analysis shows that foreign and domestic tourists who come to Special Region of Yogyakarta is relatively increasing in the last three years. Tourism destination in Special Region of Yogyakarta which based on community is also increasing and always innovating. The primary data analysis shows thattourism destination quality, satisfaction, and image according to the visitor perception is good, but the visitor loyaly shows a bad result. Most of the tourists visit Special Region of Yogyakarta just once and it is just a transit destination. The strategy that is necessary to increase the visit in tourism destination for tourists can be done through promotion of cultural destination that is quite attractive for the tourists. An integrated promotion for CBT needs to be more improved.
References
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[34] Sugandini, D., Wendry, B. and Muafi 2017a. Influence of Quality Relationship and Satisfaction on Loyalty: Study on Supplier in Indonesia, Journal of Business and Retail Management Research (JBRMR), 11(4): 46–51.
[35] Teye, V., Sonmez, S. and Sirakaya E. 2002. Residents´Attitudes toward Tourism Development, Annals of Tourism Research, 29(3): 668-688.
[36] Wahab, S. and Pigram, J.J. 1997. Tourism and Sustainability: Policy Considerations, In S. Wahab and J.J. Pigram (eds). Tourism, Development and Growth: The Challenge of Sustainability (pp. 277–290). London and New York: Routledge.
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[38] *** Government Regulation Number. 50 in 2011 (https://visitingjogja.com/)
[39] *** Statistic of Special Region of Yogyakarta Tourism, 2016 (https://visitingjogja.com/)
[2] Briedenhann, J. and Wickens, E. 2004. Tourism Routes as a Tool for the Economic Development ff Rural Areas - Vibrant Hope or Impossible Dream? Tourism Management, 25 (1): 71-79.
[3] Bullington, K.E. 2005. Supply Environment Analysis from a Six Sigma Perspective, Inside Supply Management, 16: 10-14.
[4] Calanog, L. A., Reyes, D. P. T., and Eugenio, V. F. 2012. Making Ecotourism Work: A Manual on Establishing Community Based Ecotourism Enterprise in the Philippines, JICA.
[5] Carrà, G., and Peri, I. 2006. A Strategic Approach for Tourism Development in Rural Areas: SOR Analysis For Etna Wine Route, Cooperation to upgrade Tourism and Regional Products, INTERREG IIIC, Final Report.
[6] Catibog-Sinha 2012. Sustainable Tourism: Concepts and Case Studies in the Philippines. Caring for Nature, Culture and People Quezon City, Haribon Foundation, Inc.
[7] David, F.R. 2009. Strategic Management Concept and Cases, 13th ed., Pearson, NJ.
[8] Diharto, A.K., Ismail, Y., Iriantini, D.B., Murtadlo, M.B., and Muafi. 2018. The Role of Community Based Tourism Based on Local Wisdom Using Online Media, International Journal of Civil Engineering and Technology, 9(2): 908–915.
[9] Dogan, H.Z. 1989. Forms of Adjustment: Socio-cultural Impacts of Tourism, Annals of Tourism Research, 16(2): 216-236.
[10] Dyer, P., Aberdeen, L. and Schuler, S. 2003. Tourism Impacts on an Australian Indigenous Community: A Djabugay Case Study, Tourism Management, 24(1): 83-95.
[11] Felstead, M.L. 2000. Master Plan for Community-Based Eco-Tourism in Ulgan Bay, Palawan, Republic of the Philippines, Puerto Princesa City (PPC), Philippines: UNESCO-UNDPPPC.
[12] Glaister, K. W. and Falshaw, J. R. 1999. Strategic Planning: Still Going Strong? Long Range Planning, 32(1): 107–116.
[13] Goodwin, H. and Santini, R. 2009. Community-Based Tourism: A Success? ICRT Occasional Paper 11. Available at: http://www.andamandiscoveries.com/press/press-harold- goodwin.pdf
[14] Haryono, S., Kustyadji, G., El Qadri, Z.M., and Muafi. 2017. Analysis of Domestic Turist Market, Journal of Environmental Management and Tourism, 8 (24): 1591-1598.
[15] Latkova, P. and Vogt, C.A. 2011. Residents’ Attitudes towards Existing and Future Tourism Development in Rural Communities, Journal of Travel Research, 51(1): 50-67.
[16] Learned, E. P., Christensen, C. R., Andrews, K. and Guth, W. D. 1969. Business Policy: Text and Cases. Homewood, IL: Irwin.
[17] Lynch, R. 2012. Strategic Management, 6th ed., Pearson, Rorolito, Lombarda.
[18] Manyara, G. and Jones, E. 2007. Community-Based Tourism Enterprises Development in Kenya: An Exploration of Their Potential As Avenues of Poverty Reduction, Journal of Sustainable Tourism, 15(6): 628-644.
[19] Michael, E. J. 2007. Development and cluster theory, In E. J. Michael (Ed.), Micro-clustersand networks. The growth of tourism (pp. 21-31). Oxford: Elsevier
[20] Muafi. 2017. From Company Reputation to Environmental Performance: The Context of CSR Port Manager in Indonesia, Journal of Environmental Management and Tourism, 7 (23): 1386-1398.
[21] Muafi, Wijaya, T., Diharto, A.K., and Panuntun, B. 2018. Innovation Strategy Role in Tourist Visit Improvement: Context of Man Made Tourism in Indonesia, Journal of Environmental Management and Tourism, 2 (26): 304-309.
[22] Murphy, P.E. 1985. Tourism: A Community Approach. London, Methuen
[23] Nyaupane, G.P., Morais, D.B. and Dowler, L. 2006. The Role of Community Involvement and Number/Type of Visitors on Tourism Impacts: A Controlled Comparison of Annapurna, Nepal and Northwest Yunna, China. Tourism Management, 27(6): 1373-1385.
[24] Panagiotou, G. 2003. Bringing SWOT into focus, Business Strategy Review, 14(2): 8-10.
[25] Pearce, P.L. 1994. Tourist-resident impact: Examples and emerging solutions. In W.F. Theobald (ed.) Global Tourism: The Next Decade (pp. 103–123). Oxford: Butterworth Heinemann.
[26] Porter, M.E. 2007. Towards a Dynamic Theory of Strategy, Strategic Management Journal, 12(S2): 95-117.
[27] Rastegar, H. 2010. Tourism Development and Residents' Attitude: A Case Study of Yazd, Iran, Tourismos, 5(2): 203-211.
[28] Ryan, C. 1999. From the psychometrics of SERVQUAL to sex – measurements of tourist satisfaction. In A. Pizam & Y. Mansfield (Eds.), Consumer Behavior in Travel and Tourism (pp. 267-286). Binghamton, NY: Haworth Hospitality Press.
[29] Sugandini, D., Sudiarto., Surjanti, J., Maroah, S., and Muafi. 2018a. Intention to delay: The Context of Technology Adoption Based on Android, International Journal of Civil Engineering and Technology, 9(3): 736-746.
[30] Sugandini, D. 2003. Anteseden Loyalitas Konsumen pada Industry Perhotelan (Studi Pada Hotel Berbintang di Daerah Istimewa Yogyakarta), Wahana, 6 (2): 181–200.
[31] Sugandini, D. 2013. Karakteristik Inovasi, Pengetahuan Konsumen, Kecukupan Informasi, Persepsi Risiko Dan Kelangkaan Dalam Penundaan Adopsi Inovasi Pada Masyarakat Miskin. Dissertasion, Universitas Gadjah Mada, Yogyakarta, Indonesia. http://lib.ugm.ac.id/ind/
[32] Sugandini, D., Mujanah, S., Sudiyarto., Indah, P.N., Priyadi, U. and Muafi. 2018b. The Effect of Integrated Marketing Communication, Environmental Responsibility and Voluntariness toward Electricity Saving Behavior Intention, International Journal of Civil Engineering and Technology, 9(4): 86–95.
[33] Sugandini, D., Rahatmawati, I. and Istanto, Y. 2017b. Adoption of Natural Dyes for Batik Artisans in Yogyakarta, Indonesia, Review of Integrative Business and Economics Research, 6(1): 349-359.
[34] Sugandini, D., Wendry, B. and Muafi 2017a. Influence of Quality Relationship and Satisfaction on Loyalty: Study on Supplier in Indonesia, Journal of Business and Retail Management Research (JBRMR), 11(4): 46–51.
[35] Teye, V., Sonmez, S. and Sirakaya E. 2002. Residents´Attitudes toward Tourism Development, Annals of Tourism Research, 29(3): 668-688.
[36] Wahab, S. and Pigram, J.J. 1997. Tourism and Sustainability: Policy Considerations, In S. Wahab and J.J. Pigram (eds). Tourism, Development and Growth: The Challenge of Sustainability (pp. 277–290). London and New York: Routledge.
[37] Wheelen, T.L., and Hunger, J. D. 1995. Strategic Management and Business Policy. UK: Addison-Wesley.
[38] *** Government Regulation Number. 50 in 2011 (https://visitingjogja.com/)
[39] *** Statistic of Special Region of Yogyakarta Tourism, 2016 (https://visitingjogja.com/)
Published
2018-10-17
How to Cite
SUGANDINI, Dyah et al.
Marketing Strategy on Community Based Tourism in Special Region of Yogyakarta.
Journal of Environmental Management and Tourism, [S.l.], v. 9, n. 4, p. 733-743, oct. 2018.
ISSN 2068-7729.
Available at: <https://journals.aserspublishing.eu/jemt/article/view/2349>. Date accessed: 25 apr. 2024.
doi: https://doi.org/10.14505//jemt.v9.4(28).06.
Section
Article
Copyright© 2023 The Author(s). Published by ASERS Publishing 2023. This is an open access article distributed under the terms of CC-BY 4.0 license.