Marketing Strategy on Community Based Tourism in Special Region of Yogyakarta

Abstract

This research aims to analyze marketing strategy of tourism in Yogyakarta using SWOT analysis. This research is using Community Based Tourism (CBT) approach. CBT is the empowerment of local community where they are involved in the planning, managing, and decision making for the development. The urgency of this research is the demand from Indonesian government for tourism development in Special Region of Yogyakarta in order to make Yogyakarta as a leading tourism destination in Southeast Asia. This research is conducted in Yogyakarta that has four districts and one city. The data used in this research is primary and secondary data. The respondents are foreign and domestic tourists and stakeholders officials. The number of respondents is 300 people. The data is collected by convinience sampling. The secondary data analysis shows that foreign and domestic tourists who come to Special Region of Yogyakarta is relatively increasing in the last three years. Tourism destination in Special Region of Yogyakarta which based on community is also increasing and always innovating. The primary data analysis shows thattourism destination quality, satisfaction, and image according to the visitor perception is good, but the visitor loyaly shows a bad result. Most of the tourists visit Special Region of Yogyakarta just once and it is just a transit destination. The strategy that is necessary to increase the visit in tourism destination for tourists can be done through promotion of cultural destination that is quite attractive for the tourists. An integrated promotion for CBT needs to be more improved.

The Customer Satisfaction Analysis of Community based Agrotourism in Yogyakarta

“…They only come once to enjoy the provided agro-tourism service. In the research by Sugandini et al (2018), the primary data analysis shows that tourism destination quality, satisfaction, and image according to the visitor perception are good, but these are not in line with the visitors' level of loyalty. Most of the tourists visit Special Region of Yogyakarta just once and they merely consider this area as a transit destination.…”

Effects of attractiveness, image and satisfaction on word of mouth communication

“…The research justification shows that loyalty to tourist destinations will be a guide to revisiting if consumers can find interesting (unique) things, a good image and get satisfaction during a visit. The long-term success of a tourist destination depends on sustainable competitive advantage from tourist destinations that provide benefits to tourists (Sugandini et al, 2018). Strong tourist loyalty is a source of sustainable competitive advantage for tourist destinations.…”

“…Tourist loyalty is a concept that is closely related to tourist satisfaction and image (Çoban, 2012). Tourist loyalty is needed by the company because it can save costs in finding customers (Sugandini et al, 2018). Word of mouth (WOM) as a form of tourist loyalty is a communication about products and services between people who are considered independent in a media that is considered independent as well.…”

“…Word of mouth (WOM) as a form of tourist loyalty is a communication about products and services between people who are considered independent in a media that is considered independent as well. WOM is recognized as having a large role in influencing and shaping behavioral attitudes and intentions (Xia &Bechwati, 2008;Susilowati and Sugandini, 2018;Sugandini et al, 2018). WOM provides the right choice of services provided to tourists.…”

“…Tourism model development is still an important topic in management studies, including determining the right factors for the success of a tourist destination. According to Simionescu (2014) the success of tourism development can only be done when it is properly defined about attractiveness, image and tourist satisfaction (Sugandini et al, 2018). Literature Review and Hypothesis Image and Attractiveness Assael (2010) defines image as an overall perception of a product formed from processing information from various sources, all the time.…”