Proceedings of the 19th International Symposium on Management (INSYMA 2022)

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Reformulation of Indonesia Tourism Targeting Strategy for the International Tourism Market

Post Covid-19 Pandemic

Authors
Ike Janita Dewi1, *
1Sanata Dharma University, Yogyakarta, Indonesia
*Corresponding author. Email: ikejdewi@usd.ac.id
Corresponding Author
Ike Janita Dewi
Available Online 5 December 2022.
DOI
10.2991/978-94-6463-008-4_108How to use a DOI?
Keywords
Marketing strategy; Post Covid-19 pandemic; Indonesian tourism
Abstract

Tourism is the most affected industry by the Covid-19 pandemic. Both market changes and the new tourism development paradigm require reformulation of marketing strategies. More importantly, the new paradigm of tourism development in Indonesia, that is, the quality tourism paradigm, requires a reformulation of marketing strategies. Based on historical data (visitor statistics pre-pandemic) and current market data (during the pandemic), this research performed a cluster analysis to cluster the international tourist markets visiting Indonesia. The clustering was based on several variables: number, spending, and length of stay of tourists from each of the markets. The resulted clusters offer perspectives on the source markets, contributing to the biggest number of tourists, spending per tourist, and the average length of stay. As competition intensifies and the marketing budget shrinks, such market analysis provides sharpened market targeting strategies for the Indonesian tourism government and industry to formulate more targeted marketing strategies post-Covid 19 pandemic.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 19th International Symposium on Management (INSYMA 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
5 December 2022
ISBN
10.2991/978-94-6463-008-4_108
ISSN
2352-5428
DOI
10.2991/978-94-6463-008-4_108How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ike Janita Dewi
PY  - 2022
DA  - 2022/12/05
TI  - Reformulation of Indonesia Tourism Targeting Strategy for the International Tourism Market
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 864
EP  - 870
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_108
DO  - 10.2991/978-94-6463-008-4_108
ID  - Dewi2022
ER  -