Market Orientation in the Tourism Industry

Jaensson, Jan-Erik

doi:10.1007/978-3-319-13078-1_25

Cited by 1 publication

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“…Often, the orientation of the tourism market is irrational, where travel agents do not directly mediate the wishes of visitors. Universally, companies convert market orientation into value perceived by tourists (Anabila et al, 2021;Bigné et al, 2005;Jaensson, 2015;Panasiuk, 2021;Polo Peña et al, 2013;Tsiotsou & Vlachopoulou, 2011). Referring to the complications of the concept above, the following hypothesis is formulated: Hypothesis 5-Market orientation has a positive impact on tourist attractiveness.…”

Section: Market Orientationmentioning

confidence: 99%

What Is the Perspective of Millennial Tourists on the Revitalization of Tourism Development in New Ikn?

Jiuhardi

Rosyadi

Wijayanti

et al. 2023

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The election of East Kalimantan as the new capital city is an optimistic momentum for development stakeholders, especially the tourism industry. The analogy, one of the benchmarks in tourism excellence can be assessed from efforts to change the crisis of tourist confidence into collective certainty. This scientific work aims to detect the factors that influence tourist attractiveness in the new IKN. The core of tourist attraction is built through access to information, tourism facilities, value added tourism, tourism tariffs, and market orientation. The case revolves around six destination clusters based on four IKN tourism buffer zones: Archipelago Zero Point, Mentawir Tourism Village, Bangkirai Hill, Pampang Cultural Village, Tanah Merah Beach, and Balikpapan Botanical Garden. Interview data collection involved 438 millennial tourists from domestic and foreign countries. In principle, the linear regression method is applied to investigate the relationship between variables. As a result, facilities, added value, tariffs, and market orientation have a positive impact on tourist attractiveness. Other statistical outputs clarify that access to information actually has no effect on tourist attractiveness. This paper also providing holistic findings on tourism revitalization for the future agenda.

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