International Journal of Entrepreneurship (Print ISSN: 1099-9264; Online ISSN: 1939-4675)

Abstract

Strategic Issues of Tourism Destination In Indonesia: Are They Market Ready?

Author(s): WILOPO, MOHAMMAD IQBAL, RIZAL ALFISYAHR, ARI IRAWAN

This study explores issues related to tourism destination marketing, particularly for the government acting as the Destination Management Organization (DMO). Despite the significance of T&T in generating revenue streams for local governments, there is an issue of awareness in the context of marketing readiness. To date, regions have succeeded in harvesting its tourism potential in the form of an increased number of visits and receipts. The tendency of most regions in Indonesia to explore and exploit tourism potential via branding and promotion strategies had overwhelmingly seen as a basic need. This study is qualitative by employing the use of a case study as a strategy of inquiry with thirteen respondents participated in this study. Preliminary findings in this study suggest that although the promotions and branding activities utilized as a means of marketing strategy, nonetheless competitiveness of tourism destination in fulfilling experiences remains problems to be solved.