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Reformulation of Indonesia Tourism Targeting Strategy for the International Tourism Market

In: Proceedings of the 19th International Symposium on Management (INSYMA 2022)

Author

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  • Ike Janita Dewi

    (Sanata Dharma University)

Abstract

Tourism is the most affected industry by the Covid-19 pandemic. Both market changes and the new tourism development paradigm require reformulation of marketing strategies. More importantly, the new paradigm of tourism development in Indonesia, that is, the quality tourism paradigm, requires a reformulation of marketing strategies. Based on historical data (visitor statistics pre-pandemic) and current market data (during the pandemic), this research performed a cluster analysis to cluster the international tourist markets visiting Indonesia. The clustering was based on several variables: number, spending, and length of stay of tourists from each of the markets. The resulted clusters offer perspectives on the source markets, contributing to the biggest number of tourists, spending per tourist, and the average length of stay. As competition intensifies and the marketing budget shrinks, such market analysis provides sharpened market targeting strategies for the Indonesian tourism government and industry to formulate more targeted marketing strategies post-Covid 19 pandemic.

Suggested Citation

  • Ike Janita Dewi, 2023. "Reformulation of Indonesia Tourism Targeting Strategy for the International Tourism Market," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 19th International Symposium on Management (INSYMA 2022), pages 864-870, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-008-4_108
    DOI: 10.2991/978-94-6463-008-4_108
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