Tourism Marketing Model Based on Culture That Triggers the Empowerment of SMEs (The Study on KSPN in West Java, Indonesia)

Lucky, Hikmat Maulana and irwan, Ch and Gemina, Dwi (2018) Tourism Marketing Model Based on Culture That Triggers the Empowerment of SMEs (The Study on KSPN in West Java, Indonesia). 2nd Bogor International Conference for Social Science (BICSS).

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Abstract

The tourism sector has a very important role for the income of a country as well as for regions that have tourism potential and are meaningful for job creation. It is stated that out of every nine employment opportunities available globally, one of them comes from the tourism sector. The purpose of this study was to determine and analyze tourism marketing strategy models that can bring cultural excellence and uniqueness in the KSPN region destinations in West Java, so that business opportunities are open for SMEs. The model is an abstraction from reality that provides the purpose of setting and simplifying views about reality, so that it can be known the ideal pattern of tourism marketing strategies that synergize with SMEs empowerment. Survey research methods and descriptive and verification research forms. The object of research of SMEs that are trying in the field of tourism in 6 KSPN in West Java by using 200 samples, is used the Multiple Linear Regression tool on the variable marketing mix and empowerment of SMEs. The implementation of the strategy uses Importance Performance Analysis (IPA) based on the perceptions and expectations of SMEs owner. The results showed that there was a significant effect of marketing mix on the empowerment of SMEs simultaneously and partially. The factors of accessibility and continuity of promotion are quite low. There are 6 aspects that become marketing strategies related to the empowerment of SMEs. A marketing program is recommended that raises local wisdom through the coordination of all stakeholders to ensure their duties, functions and roles.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi (FE) > Manajemen
Depositing User: Andri Brawijaya
Date Deposited: 14 Oct 2021 06:23
Last Modified: 14 Oct 2021 06:23
URI: http://repository.unida.ac.id/id/eprint/1164

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