RESPONSIBLE TOURISM MARKETING INDONESIA

By Ike Janita Dewi Faculty of Economics, Sanata Dharma University

Yogyakarta – INDONESIA ikejanitadewi@yahoo.com

Outlines

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5.#

IMPLICATIONS ON STRATEGIES TO PROMOTE THE IMPLEMENTATION OF RESPONSIBLE TOURISM MARKETING IN INDONESIA

A Study on EVALUATION ON INDONESIAN TOURISM STAKEHOLDERS’ PERCEPTION, UNDERSTANDING, AND INTENTION TO IMPLEMENT RESPONSIBLE TOURISM MARKETING STRATEGIES##

INTRODUCTION#

3.#

IMPLICATIONS FOR FURTHER STUDIES

4.#

2.# Concept and Definition: PRINCIPLES OF SUSTAINABLE TOURISM DEVELOPMENT AND RESPONSIBLE TOURISM

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INTRODUCTION!1

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The!study!discusses!concepts!and!implementa2on!of!responsible!tourism!marke2ng!in!Indonesia.!!!Responsible!tourism!marke2ng!is!deriva2ve!of!sustainable!tourism!development!in!the!marke2ng!area.!Marke2ng!studies!in!the!tourism!domain!has!shown!an!extension!of!marke2ng!domain!which!does!not!cover!merely!tangible!products!but!in!societal!process!and!ac2vi2es!(Kotler!and!Levy,!1969).!!!Principles,!concepts,!and!marke2ng!func2ons!like!segmenta2on,!targe2ng,!posi2oning,!branding,!and!marke2ng!mix!are!adopted!in!tourism!development!strategy!involving!a!wide!variety!of!ins2tu2ons!which!many!are!non!business!ins2tu2ons!(Morrison,!2009).!#

Introduction

Studies!on!tourism!marke2ng!in!Indonesia!are!significant!to!conduct!due!to!the!importance!of!the!sector!(Number!of!foreign!and!domes2c!tourists!visi2ng!tourism!des2na2ons!has!increased!yearly!and!reached!6.4!million!foreign!tourists!and!224!millions!travels!by!domes2c!tourists!in!2009).!!!Awareness!on!sustainability!issues,!which!originally!was!limited!on!natural!environment!has!now!included!social,!economic,!and!cultural!aspects,!have!grown!fast!in!the!past!30!years.!Sustainability!issues!have!also!played!more!roles!in!tourists’!mo2va2on!to!visit!a!des2na2on.!!Tourism!products!are!most!of!the!2me!related!with!nature!and!socioQcultural!aspects!of!a!society.!Trend!in!tourism!product!development!involves!more!peopleQcontact!products!in!a!variety!of!forms.#

Introduction

IMPORTANCE OF TOURISM IN INDONESIAN ECONOMY

Rank! 2006# 2007# 2008#

!!Commodity!

Value!(Million!USD)!

Commodity!Value!(Million!USD)!

Commodity!Value!(Million!USD)!

1! Oil!&!gas!! 21,209.50! Oil!&!gas! 22,088.60! Oil!&!gas! 29,126.30!2! Garment! 5,608.16! Crude!Palm!Oil! 7,868.64! Crude!Palm!Oil! 12,375.57!3! Processed!rubber! 5,465.14! Processed!rubber! 6,179.88! Processed!rubber! 7,579.66!4! Crude!Palm!Oil! 4,817.64! Garment! 5,712.87! Tourism! 7,377.00!5! Electrical!equipment! 4,448.74! Tourism! 5,345.98! Garment! 6,092.06!6! Tourism! 4,447.98!

Electrical!equipment! 4,835.87!

Electrical!equipment! 5,253.74!

7! Tex2le! 3,908.76! Tex2le! 4,177.97! Tex2le! 4,127.97!8! Processed!2mber! 3,324.97! Chemicals! 3,402.58! Chemicals! 3,799.91!9! Paper!&!paper!goods! 2,859.22!

Paper!&paper!goods! 3,374.84!

Paper!&paper!goods! 2,997.17!

10! Chemicals! 2,697.38! Processed!2mber! 3,076.88! Processed!2mber! 2,821.34!11! Processed!food! 1,965.56! Processed!food! 2,264.00! Chemicals! 2,754.30!

Concept#and#Defini>on##

PRINCIPLES#OF#SUSTAINABLE#TOURISM#DEVELOPMENT#AND#

RESPONSIBLE#TOURISM#!!

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CONCEPT#and#DEFINITION#

Sustainable!tourism!development!is!basically!sustainable!development!achieved!through!tourism.!!

Sustainable!development!is!an!economic!development!which!takes!a!long!term!perspec2ve.!!

Such!a!perspec2ve!balances!economic!benefits!against!!environment!and!social!impacts.!!

Just!like!the!sustainable!development!which!assumes!sustainable!economic!growth,!sustainable!tourism!development!assumes!sustainable!tourism!growth.!

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CONCEPT#and#DEFINITION:#

#SUSTAINABLE#TOURISM#DEVELOPMENT#

12"Aims"of"Sustainable"Tourism"Development"(UNWTO,"2005):#

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(1)!!!Economic!viability!(2)!!!Local!prosperity!(3)!!!Employment!quality!(4)!!!Social!equity!(5)!!!Visitor!fulfillment!(6)!!!Local!control!(7)!!!Community!wellbeing!(8)!!!Cultural!richness!(9)!!!Physical!integrity!(10)!Biological!diversity!(11)!Resource!efficiency!(12)!Environmental!purity!

!

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Economic#prosperity#•#LongQterm!compe22ve!&!prosperous!!tourism!business!•#Quality!employment!opportuni2es,!fair!pay!&!condi2ons!for!all!employees.!

Social#equity#and#cohesion#•#Tourism!that!improves!the!quality!of!life!of!local!communi2es!•!Community!involvement!in!tourism!planning!&!management!•!Safe,!sa2sfying!&!fulfilling!visitor!experiences!

Environmental#and#cultural#protec>on#

•#Reduced!pollu2on!&!degrada2on!of!the!global!!&!local!environment!•!Tourism!that!maintains!!&!strengthens!biodiversity!•!Tourism!that!maintains!&!enriches!our!unique!&!diverse!culture!

Principles#of#Sustainable#Tourism#Development!

Responsible!tourism!marke2ng!in!tourism!business!is!the!deriva2ve!of!sustainable!tourism!development,!that!is,!on!the!aspects!related!with!tourism!marke2ng.!Basically,!responsible!tourism!marke2ng!is!parallel!with!green!marke2ng!concept!(Obman,!1993)!and!environmental!marke2ng!(Coddington,!1993).!

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CONCEPT#and#DEFINITION#

Responsible!tourism!marke2ng!adds!sustainable!principles!to!the!standard!mix!of!marke2ng!decisionQmaking!variables.!!!The!variable!is!unique!and!special!since!!it!is!omnipresent,!serving!as!a!backdrop!against!which!all!strategic!decisions!are!made!.!!The!implementa2on!of!responsible!marke2ng!serves!at!least!two!objec2ves:!(1) developing!product!which!balance!consumers’!need!for!quality,!

affordable!price,!and!convenience!with!environmental!compa2bility,!that!is,!a!minimal!impact!on!the!environment!,!and!!

(2) projec2ng!an!image!of!high!quality,!including!environmental!sensi2vity,!rela2ng!to!both!a!product’s!abributes!and!its!manufacturer’s!track!record!for!environmental!compliance.!

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CONCEPT#and#DEFINITION#

A#Study#on##

EVALUATION#ON#INDONESIAN#TOURISM#STAKEHOLDERS’#

PERCEPTION,#UNDERSTANDING,#

AND#INTENTION#TO#IMPLEMENT#RESPONSIBLE#TOURISM#

MARKETING#STRATEGIES##!

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Variable! Operationalization of Variables! Response!Agree!(%)!

Disagree!(%)!

Unsure ( %)!

Individual Perception (1)!

I understand the concept of Responsible Tourism Marketing.!

91.9%! 2.7%! 5.4%!

Individual Perception (2)!

I am able to implement principles of Responsible Tourism Marketing on program/action plans/tourism business development.!

73%! 2.7%! 24.3%!

Perception towards other stakeholders (1)!

I think foreign tourists as general appreciate the environment, culture, and local society of a tourism destination.!

73%! 8.1%! 18.9%!

Perception towards other stakeholders (2)!

I think domestic tourists as general appreciate the environment, culture, and local society of a tourism destination.!

10.8%! 43.2%! 45.9%!

Perception towards other stakeholders (3)!

I think Indonesian tourism stakeholder have been applying sustainable tourism development.! 13.5%! 24.3%! 62.2%!

PERCEPTION, UNDERSTANDING, AND INTENTION TO IMPLEMENT RESPONSIBLE TOURISM MARKETING STRATEGIES"

PERCEPTION, UNDERSTANDING, and INTENTION TO IMPLEMENT RESPONSIBLE TOURISM MARKETING STRATEGIES"

Variable! Operationalization of Variables! Response!Agree!(%)!

Disagree!(%)!

Unsure (%)!

Perception towards urgency (1)!

I think the implementation of Responsible Tourism Marketing strategies will enhance competitiveness of Indonesian tourism. Indonesia.!

97.3%! 2.7%! 0%!

Perception towards urgency (2)!

I think Responsible Tourism Marketing ethos must be adopted by the entire stakeholders of Indonesian tourism.!

91.9%! 2.7%! 5.4%!

Perception towards urgency (3)!

I think Indonesian tourism has to be developed using Responsible Tourism Marketing ethos.! 94.6%! 2.7%! 2.7%!

Intention to Implement (1)!

I intend to implement Responsible Tourism Marketing in my field.!

91.9%! 0%! 8.1%!

Intention to Implement (2)!

I intend to promote the implementation of Responsible Tourism Marketing to my colleagues/other people/other insitutions.!

91.9%! 0%! 8.1%!

PERCEPTION, UNDERSTANDING, and INTENTION TO IMPLEMENT RESPONSIBLE TOURISM MARKETING STRATEGIES"

Generally,!stakeholders!of!Indonesian!tourism!have!understood!the!responsible!marke2ng!concept!(91.9%!“Agree”).!!

However,!the!understanding!has!not!necessarily!translated!into!implementa2on!of!the!responsible!tourism!ethos!into!their!programs,!ac2on!plans,!or!business!development!plan.!Increased!percentage!of!respondents!(24.3%)!indicated!that!they!were!“unsure”!about!it.!

The!main!thing!hindering!ability!to!implement!was!likely!respondents’!percep2on!towards!other!stakeholders!who!were!perceived!not!yet!suppor2ng!or!apprecia2ng!responsible!marke2ng!efforts.!!

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PERCEPTION, UNDERSTANDING, and INTENTION TO IMPLEMENT RESPONSIBLE TOURISM MARKETING STRATEGIES"! Data!showed!that!only!73%!respondents!thought!that!foreign!tourists!

have!appreciated!environment!and!local!society!of!the!tourism!des2na2on.!!

The!figure!dropped!for!the!case!of!domes2c!tourists!where!only!10.8%!respondents!think!that!domes2c!tourists!have!done!so.!!

Further,!only!13.5%!respondents!agree!that!other!tourism!stakeholders!have!implemented!responsible!tourism!marke2ng!strategies.!

While!respondents!were!quite!skep2cal!towards!roles!of!other!stakeholders,!majority!of!respondents!think!that!responsible!marke2ng!strategies!must!be!implemented!in!Indonesia.!

Results!of!the!survey!showed!the!posi2ve!prospects!of!!responsible!tourism!marke2ng!implementa2on!in!Indonesia.!

IMPLICATIONS#ON#STRATEGIES#TO#PROMOTE#THE#

IMPLEMENTATION#OF#RESPONSIBLE#TOURISM#

MARKETING#IN#INDONESIA!!

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RESPONSIBLE TOURISM MARKETING PRINCIPLES AS POINTS-OF-DIFFERENCE

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1!

In!the!hyperQcompe22ve!era,!each!des2na2on!must!offer!uniqueness!to!abract!tourists!to!visit.!In!this!case,!sustainability!or!responsible!tourism!can!be!placed!as!abributes!which!create!strong,!favorable,!and!unique!associa2ons!of!a!des2na2on.!

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Points'of'Difference!(PODs)!are!abributes!or!benefits!consumers!strongly!associate!with!a!brand,!posi2vely!evaluate,!and!believe!that!they!could!not!find!to!the!same!extent!with!a!compe22ve!brand!(Kotler!and!Keller,!2009).!

RESPONSIBLE TOURISM MARKETING PRINCIPLES AS POINTS-OF-DIFFERENCE

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1!

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PointsFofFDifference#(PODs)#have#to#be#consistently#supported#by#marke>ng#mix#strategy:#!

1. Developing!zoning!in!natural!parks!des2na2on!into!forbidden!area,!public!area,!and!tourism!ac2vity!area!to!protect!areas!for!natural!and!cultural!conserva2ons.!

2. Developing!tourism!product!and!ac2vi2es!with!minimal!nega2ve!!impacts!on!environment,!!for!example!by!promo2ng!special!interest!tourism!products.!!!!

3. U2lizing!local!resources!in!tourism!product!development.!4. Developing!monitoring!and!evalua2on!system!to!monitor!

nega2ve!impact!of!tourism!product!and!ac2vi2es.!5. Ac2va2ng!tourists!par2cipa2on!in!environment!conserva2on!

efforts.!

RESPONSIBLE TOURISM MARKETING PRINCIPLES AS POINTS-OF-DIFFERENCE

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1!

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PointsFofFDifference#(PODs)#have#to#be#consistently#supported#by#

marke>ng#mix#strategy:#

6. Developing guides for tourists to enjoy tourism products responsibly, for example, by developing “Do and Don’t” guide to inform tourists of activities which will harm the natural and cultural environment.!

7. Setting tourism product pricing which include contribution to conservation and enhancement of environment quality.!

RESPONSIBLE TOURISM MARKETING PRINCIPLES AS POINTS-OF-DIFFERENCE

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1!

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PointsFofFDifference#(PODs)#have#to#be#consistently#supported#by#marke>ng#mix#strategy:#

8. Promoting tourism products in cooperation with communities or organizations which promote natural conservation (such as World Wild Fund, Green Peace, Walhi, or National Geographic).!

9. Including environment conservation awareness and concern in tourism promotion materials.!

10. Using recyclable materials for tourism promotion materials. !

RESPONSIBLE TOURISM MARKETING AS MARKET DEVELOPMENT EFFORTS 2!

Responsible!tourism!marke2ng!has!a!specific!target!market,!that!is,!individuals!or!groups!who!have!concerns!on!environment!conserva2on.!!

These!segments!are!preby!substan2al!and!keep!growing!in!size!(Swanbrooke,!1999).!!

‘Green!tourists’!will!grow!further!corresponding!to!the!growth!of!green!consumers!in!general.!!

Tourists!from!Japan,!Australia,!France,!Netherland,!England,!and!USA!will!likely!be!markets!which!increased!demand!for!green!tourism!products.!!

These!market!segments!happen!to!be!6!of!the!15!top!markets!for!Indonesian!tourism.!

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RESPONSIBLE TOURISM MARKETING AS EFFORTS TO WIN CONSUMERS’ TRUST AND LOYALTY 3!

One!of!responsible!tourism!marke2ng!pillar!is!‘being!responsible!to!tourists’!by!ensuring!and!fulfilling!tourists’!rights.!!

Marketers!must!provide!full!informa2on!to!tourists!related!!to!claims!made!when!promo2ng!certain!tourism!des2na2on!abrac2ons.!

Examples:!Tourists!should!be!aware!that:!

Borobudur!Temple’s!beau2ful!sunrise!can!be!enjoyed!when!the!sky!is!clear.!!!

Rare!birds!in!Sarinbuana,!Bali,!can!be!seen!only!at!6Q7!am!in!the!morning.!!

Deers!in!the!famous!Rinjani!mountain!trekking!route!will!rarely!appear.!

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IMPLICATIONS#FOR#FURTHER#STUDIES!4

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IMPLICATIONS FOR FURTHER STUDIES

This study should be followed-up with other research to elaborate on the points proposed in this research to start the implementation of responsible tourism marketing:

• Sanata Dharma is in the team of developing the Responsible Tourism Marketing Guides (2009; sponsored and endorsed by the Indonesia’s Ministry of Culture and Tourism)

• Has successfully convinced the Ministry to adopt the sustainability principles in the Indonesia’s Tourism Strategic Plans (2010-2025)

• Will propose the development of NSPK (Norms, Standards, Procedure, and Criteria) to enforce adoption of the principle.

The challenge is to provide technical guides to implement it. The necessary technical guides are on tourism product development, promotion, market development, and tourism education guidelines. 25"

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