Professional Documents
Culture Documents
Prepared by
RINI KARTIKA HUDIONO, S.Pd.,MA.
Topics
Principles of destination marketing Role of destination marketing organizations (DMOs) Principles of destination branding Strategies used to promote destinations Marketing of events and conferences Marketing of all-inclusive resorts
Characteristics of Destinations
Table 12.1
Classifications of Destinations
Table 12.2
Attractions
Often the main motivator for a trip A major attraction often stimulates the development of the destination Can be natural or human-made Private attractions: driven by profit motive Public sector attractions: more social considerations
The Role of Destination Marketing Organizations (DMOs) Convention and visitor bureaus (CVBs)
regional or city-level organizations responsible for marketing a specific destination 500 of the larger bureaus belong to Destination Marketing Association International (DMAI)
International (DMAI)
an organization that provides educational resources and networking opportunities to its members and distributes information on the CVB industry to the public
Tourism Development
Tourism area life cycle (TALC)
the stages a destination goes through, from exploration to involvement to development to consolidation to stagnation to rejuvenation or decline (also known as the tourism destination life cycle)
Destination Branding
Destination branding
A method of establishing a distinctive identity for a destination based on competitive differentiation from others Snapshot: Capitals of Canada
Destination Promotion
Promotion strategy
reaching prospective visitors via expenditure on a promotional mix intended to achieve destination awareness and influence prospective customers attitudes and purchasing behaviour; a traditional approach to destination marketing
Destination Promotion
Media investment
has grown rapidly in recent years, and most DMOs are involved in a range of promotional activities these include six types: brochures, advertisements, the press and public relations, personal selling, sales promotions, and trade fairs and exhibitions
Destination Promotion
Marketing Cooperation
creates marketing bridges between a DMO and individual operators in the tourism industry; and between umbrella campaigns and industry marketing expenditure
Conferences
Includes conventions, exhibitions, trade shows, meeting and incentive travel
involves the sale of different products as a unique package at a price lower than the total price of its components sold separately criticized for their social, economic, and environmental impacts
THE IMPORTANCE OF MARKETING AND COMMUNICATION STRATEGY AND THE CREATION OF A BRAND IMAGE FOR TOURISM
TOURISM STRATEGY
Its all been said before and nothing has been done to change it. So it needs a major new direction through detailed analysis and complete reorganization. In order to do that we need STRATEGY to guide us.
TARGETS
To put a clear focus on these objectives, we must assign realistic targets for Timor Leste tourism on a year by year basis:
TARGETS continued
1. Increase total visitors expenditure by X% 2. Increase the number of bednights by Y% 3. Increase the number of jobs directly in tourism by Z%
TARGETS continued
4. Increase the percentage of tourism expenditure in off-peak season by A% 5. Increase the share of tourism expenditures outside x by B% 6. Increase Timor Lestes share of ASEAN Tourism expenditure by C%
TARGETS continued
7. Improve visitor perceptions of Timor Leste as quantified by specific market research using latest audits as relative bases PLEASE NOTE WE DO NOT USE VISITORS ARRIVALS AT ALL IN THESE TARGETS
TARGETS continued
Why? Unless we change the current system of benchmarking, tourism cannot succeed since our current system is not appropriate
BENCHMARKING
WHY DO WE VALUE TOURISTS BY NUMBER OF ARRIVALS?
One Visitor from Singapore plays golf in Batam. 6 hours stay. I plate of noodles. Total value US$ 50 He counts as ONE ARRIVAL. One Visitor from Germany stays 30 days in Como Shambala, eats out every night, buys arts & clothes. Total value US$ 100,000. He counts as ONE ARRIVAL
The PROFIT MARGIN per person is the HIGHEST. The need to INVEST in new facilities is LESS. The target markets round the world get SMALLER. The strain on facilities DECREASES:less traffic, less buses, less queues, less hassle, but HIGHER EXPENDITURE per person.
International tourism has grown year by year from the 1950s to 1990s, and after a severe dip in Asia over the last five years due to economic crises, terrorism and SARS, seems set to grow again.
46.3
28.7 22.2 20.3
UK *
France * Italy * Belgium *
13.2
12.2 12.2 12.1
Australia
Saudi Arabia Spain * Netherlands *
12.1
(EU Study)
INTERNATIONAL MARKETS TRENDS These are some of the changes we expect over the next few years which we have to be ready to respond to, if we wish to capture any of the TOP 10 markets.
Tourist attractions need to be built out of the natural and heritage environments
Industry needs to be increasingly professional To meet demand for higher standards Skilled labor needs to be developed now Shortages will hold back development
MARKETING
ARE WE READY TO PRESENT INDONESIAS TOURISM PRODUCT TO THE WORLD? Do we have the right BRANDS? Do we have the right PROGRAMS? Do we have the right ORGANIZATIONS? Do we have the right STRUCTURE?
THE BRAND
Although much of Indonesias product is good, the brand image is weak, especially compared to the blockbuster brands being bombarded worldwide by neighboring rivals Malaysia, Singapore and Thailand and increasingly Hong Kong/China and Philippines.
WHAT IS A BRAND
A BRAND IS THE
In other words it is
THE EMOTIONAL
PERSONALITY If the brand was a person what kind of person would it be?
INTANGIBLE BENEFITS What feelings are evoked? What emotional rewards will I have from using the brand?
BRAND ELEMENTS
These must be in balance
RATIONAL
EMOTIONAL
THE BRAND
SO HOW TO FIND INDONESIAS NATIONAL BRAND?
THERE IS A SCIENTIFIC PROCESS WHICH WE MUST FOLLOW
First: AUDITING
WE NEED TO CONDUCT 5 AUDITS NOW 1) STAKEHOLDERS AUDIT: What do our major stakeholders think we are selling? 2) CONSUMER AUDIT: What do our current Visitors think of our product?
Second: VISION
When we have all the facts from the audits, we then need to put our heads together to see where Indonesian Tourism can and should go.
AUDIT
VISION
Third: EXPLORATION
Then you need to put this vision into the hands of professionals to explore HOW to DEVELOP that VISION into A BRAND. This process is called EXPLORATION which will yield 4-5 alternative routes.
AUDIT
VISION
EXPLORATION
AUDIT
VISION
EXPLORATION
Marketing
The main problem is that Indonesias vast size and complexity is both a strength and a weakness. Marketing messages must convey single minded themes to appropriate target markets which means that DIVERSITY is a blessing and a curse.
Marketing
SO FAR WE HAVE ONLY ONE BRAND REGIONAL
ENJOY JAKARTA
Which has been developed by professionals and accepted by the market. Jogya Never Ending Asia, BALI Shanti Shanti Shanti have not yet taken off
Marketing
We need to develop three layers of marketing.
NATIONAL
REGIONAL LOCAL
NATIONAL
Represents the entire country through a national brand. Goes to all major trade shows, advertising & PR in all target markets
2.
REGIONAL
Represents logical tourism area (not political boundaries). Creates own brand which goes to regional trade shows, advertising in key markets.
3.
LOCAL
Represents Kabupaten or city. Can develop its own identity. Does not advertise or go overseas at all post arrival advertising & info only
FINALLY
The Importance of Marketing and Communication Strategy is its key role in: directing the best efforts of the country in branding and marketing and coordinating all the efforts of the regional and local destinations into an efficient national program.
12 DESTINASI:
1. Sumatera Utara 2. Sumatera Barat 3. Batam dan Tanjung Pinang 4. DKI Jakarta 5. Jawa Barat 6. Jawa Tengah 7. DI Yogyakarta 8. Jawa Timur 9. Bali 10.Nusa Tenggara Barat 11. Sulawesi Selatan 12. Manado
WISATA BUDAYA
PARANG TRITIS
WISATA BUDAYA
WISATA BELANJA
PEMASARAN STRATEGIK
WHA T
SEGMENTATION DIFFERENTIATION
TARGETTING
STRATEG Y
C2
TACTIC
MARKETING MIX SELLING
POSITIONING
C1 C4 C3
BRAND
WHY
C1-Company (Destinasi Kita) C2-Customer (Wisatawan) C3-Competitor (Destinasi Lain) C4-Change (Perubahan)
HOW VALUE
PROCESS SERVICE
Kemampuan destinasi memenuhi JANJI kepada wisatawannya inilah yang akan menentukan kepercayaan dan kredibilitas wisatawan kepada dirinya. Semakin destinasi mampu memenuhi JANJI tersebut, semakin tinggi pula kepercayaan dan kredibilitasnya di mata wisatawan, dan akhirnya, semakin kokoh pula positioning-nya di benak wisatawan.
NEVER ENDING ASIA ULTIMATE IN DIVERSITY
1. JANJI apa yang ditawarkan? 2. Sarana apa yang dapat digunakan untuk mengukur pencapaian kepercayaan dan kredibilitas destinasi ybs.?
2 3
Langkah-1
Langkah-2
Langkah-3
SUSUN POSITIONING STATEMENTS DAN KOMUNIKASIKAN PS harus memenuhi kriteria-kriteria berikut: KREATIF, SEDERHANA, KONSISTEN tapi FLEKSIBEL, GUNAKAN BAHASA MEREKA. Setelah itu, susun program untuk mengkomunikasikannya secara luas
service
Adalah pemungkin bagi tercapainya diferensiasi Konten dan Konteks. Hal ini bisa dicapai melalui SDM, Teknologi, dan Fasilitas
Sebuah diferensiasi harus merupakan keunggulan dibanding pesaing. Diferensiasi akan kokoh bila mampu keluar dari kesan sama saja atau generik dibandingkan dengan yang ditawarkan pesaing. Dengan kata lain, diferensiasi harus mampu menempatkan produk/layanan destinasi berada di atas rata-rata pencapaian pesaing secara umum.
Sebuah diferensiasi harus memiliki keunikan sehingga tidak mudah ditiru atau dinetralisir oleh pesaing.
POSITIONING
RUMUSKAN KONTEN, KONTEKS, DAN INFRASTRUKTUR KOMUNIKASIKAN DIFERENSIASI, dengan kriteria SEDERHANA, BERMAKNA, dan FOKUS
Nama, istilah, deskripsi, tanda, simbol, atau fitur lainnya yang membedakan barang dan jasa yang dibuat oleh suatu produsen dengan barang dan jasa yang dibuat oleh produsen lainnya
2. Peluang Pengembangan
3. Idealisasi
INTENSIFKAN KOMUNIKASI
FASE-2: DESTINASI perlu dikelola secara khusus, sebagai core FASE-1: DESTINASI belum perlu dikelola secara khusus Rendah
competence
Rendah
Tinggi
STRATEGI KOMUNIKASI
1. Tipe ASOSIASI DESTINASI yang dieksploitasi: Manfaat Berwisata
2. Pemilihan cara untuk menyampaikan ASOSIASI DESTINASI yang tepat guna: Advertensi Promosional dan Advertensi Tema
3. Kekuatan ASOSIASI DESTINASI terletak pada kemampuannya dalam menjelaskan: Nilai Pentingnya bagi Wisatawan dan Konsistensi 4. ASOSIASI DESTINASI: Harus Unik
3 GOLDEN RULES
1
2 3
FOCUS
HOMOGENIZE
PENETRATE
5
6
2
3 4 5 6 7 8
PPD - Tetapkan Ruang Lingkup - Gunakan Hasil Penelitian Terdahulu - Tarik Kesimpulan Awal
PPD - Tindak Lanjuti Hasil Workshop - Lakukan Penyempurnaan - Susun Rencana Pengembangan - Perkirakan Hasil dan Biaya - Rancang Strategi
B
PPD - Tuntaskan Perancangan sampai pada Hal yang Detil - Kembangkan semua Spesifikasi - Susun Organisasi Pelaksana - Susun Jadwal Implementasi PEMANGKU KEPENTINGAN Lakukan Workshop untuk Uji Akhir
Umpan Balik
PIMPINAN DAERAH - Luncurkan Destinasi - Pilih Event Khusus yang Tepat - Tetapkan BPD (DMO)
BPD - Rekrutmen dan Pelatihan - Susun Spesifikasi Teknis Terinci - Rancang Program Komunikasi - Gunakan Saluran Komunikasi yang Ada - Tetapkan Brand Champion - Kembangkan Saluran Komunikasi Baru
DESTINASI UNGGUL
DESTINASI UNGGUL
DESTINASI UNGGUL
Laksanakan program-program ACQUISITION, RETENTION, dan SATISFACTION dijalankan secara simultan dengan pembenahan internal untuk mengurangi in-efisiensi.
DESTINASI UNGGUL
Laksanakan program PERBAIKAN KUALITAS serta PENINGKATAN KERAGAMAN OBYEK DAN DAYA TARIK.
DESTINASI UNGGUL
1. Laksanakan program KOMUNIKASI dengan arah melawan sumber penyebab menurunnya citra. 2. Kembangkan POTENSI daya tarik yang belum tergali.
DESTINASI UNGGUL
DESTINASI UNGGUL
1. Laksanakan program KOMUNIKASI dengan arah melawan sumber penyebab menurunnya citra. 2. Perbaiki kinerja dari sistem yang mengakibatkan turunnya citra, dan KOMUNIKASIKAN. 3. Tingkatkan EVENT berskala luas dan berkualitas. 4. Tingkatkan KUALITAS HUBUNGAN KEMITRAAN di antara Pelaku Usaha Pariwisata.
Jumlah Wisatawan
Q4 Q1
Q3 Q2
Rendah
Laju Pertumbuhan - Tidak dikenal - Tidak punya keunikan - Yang ada, tidak dikelola dengan baik - Diminati secara khusus - Kreatif dan adaptif
Jumlah Wisatawan
Q4 Q1
Q3 Q2
Rendah
Laju Pertumbuhan
- Lakukan market research untuk memilih pasar sasaran - Fokus pada pasar sasaran
Jumlah Wisatawan
Q4 Q1
Q3 Q2
Rendah
Laju Pertumbuhan
- Peremajaan fasilitas prasarana dan sarana pariwisata - Perbaiki kualitas layanan wisata - Lakukan program-program retensi secara maksimal - Yakinkan Pimpinan Daerah untuk melestarikan destinasi - Kemitraan dengan swasta seluas-luasnya
X
PROGRAM PENINGKATAN ROLE OF DESTINATION INDEX
X
PROGRAM PENURUNAN DESTINATION RISK
EKUITAS DESTINASI