The Orientation of Visitor Increasing and the Success of Promotional Innovations on Tourism Performance

Abstract

Innovation plays an important role in all business competition, including in the tourism sector. Developing countries face problems investing in innovation, especially tourism management carried out by local governments. This study aims to examine the comparison of tourism management performance between local governments and international private companies. The impact of the success of tourism promotion innovation as the dominant variable which significantly increases the performance of tourism management. This study contributes to the tourism management literature. The independent variables in this study are cost orientation of tourism promotion innovation, number of visitors, tourist facilities, perception of tourism prices, and tourist locations. The dependent variable is the tourism management performance. This study uses a sample of local government and international private companies. Through the success of the innovation used as the main and dominant variable, this study shows positive results. The relationship between the orientation of increasing the cost of tourism promotion innovation has a positive and significant effect. This is indicated by the greater regression coefficient compared to other independent variables in improving the performance of tourism management in Sumbawa Regency.