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Transcript of SMART TOURISM
SMART TOURISM
Konferensi Nasional Inovasi TIK untuk Indonesia CerdasAula Barat ITB, Bandung, 16 Oktober 2015
Dr. Ir. Arief Yahya, M.Sc.
Menteri Pariwisata Republik Indonesia
PARIWISATA ADALAH KUNCI PEMBANGUNAN,
KESEJAHTERAAN DAN KEBAHAGIAAN
4
PARIWISATA ADALAH SEKTOR UNGGULAN
(TOURISM IS A LEADING SECTOR)
Meningkatnya destinasi dan investasi pariwisata,
menjadikan Pariwisata sebagai faktor kunci dalam
pendapatan ekspor, penciptaan lapangan kerja,
pengembangan usaha dan infrastruktur;
Pariwisata telah mengalami ekspansi dan diversifikasi
berkelanjutan, dan menjadi salah satu sektor ekonomi
yang terbesar dan tercepat pertumbuhannya di dunia;
Meskipun krisis global terjadi beberapa kali, jumlah
perjalanan wisatawan internasional tetap menunjukkan
pertumbuhan yang positif 25 juta (1950) 278 juta
(1980) 528 Juta (1995) 1138 Juta (2014).
9.5%Dari PDB – DampakLangsung, DampakTidak Langsung, danDampak Ikutan (2014)
1 dari 11 Lapangan Kerja
US$ 1.4 Triliun Ekspor
5% Dari Ekspor Dunia2014
25Juta Wisatawan padatahun 1950
1138Juta Wisatawan padatahun 2014
5 s.d. 6 Miliar WisatawanDomestik
Sumber: UNWTO Tourism Highlights, 2014
UNWTO World Tourism Barometer, Jan. 2015
WTTC, Jan. 2015
STRATEGIC RATIONALE
PARIWISATA DI DUNIA
6Source: WTTC, 2014
Pada tahun 2013, Travel & Tourism
secara langsung menyumbangkan
2,1 Triliun Dollar pada PDB
Kontribusi terhadap PDB Global ini
lebih dari dua kali lipat, dibanding
industri otomotif, dan hampir 40%
lebih besar dari industri kimia
global
Sektor Travel & Tourism bernilai 3/4
dari sektor pendidikan, sektor
perbankan, sektor pertambangan,
dan sektor jasa komunikasi
BENCHMARK OF GLOBAL DIRECT GDP BY INDUSTRY
SSA
PERBANDINGAN PDB LANGSUNG MENURUT
LAPANGAN USAHA
7
Kontribusi Total Travel & Tourism terhadap PDB (2013)
Source: WTTC, 2014
SSA
PERBANDINGAN PARIWISATA ASIA
No Negara Kontribusi %(dalam Juta Dollar Amerika)
1 Tiongkok 850,1 9
2 Japan 339,9 7
3 India 113,2 6
4 Indonesia 80,8 9
5 Thailand 78,1 20
6 Republic of Korea 69,8 6
7 Malaysia 50,3 16
8 Singapore 31,7 11
9 Philippines 30,3 11
10 Viet Nam 14,8 10
11 Myanmar 2,1 4
12 Cambodia 1,6 10
13 Lao PDR 1,4 14
14 Brunei Darussalam 1,1 6
TOURISM INDUSTRY’S IMPACT ON EMPLOYMENT
8
Dengan 98 juta orang yang bekerja
secara langsung di tahun 2011, Travel
& Tourism secara langsung
mempekerjakan:
• 6 kali lebih banyak dari
manufaktur otomotif
• 5 kali lebih banyak dari industri
kimia global
• 4 kali lebih banyak dari industri
pertambangan global
• 2 kali lebih banyak dari industri
komunikasi global
• Satu per tiga lebih banyak dari
industri jasa keuangan global
Source : WTTC, 2014
SSA
DAMPAK INDUSTRI PARIWISATA TERHADAP
KESEMPATAN KERJA
9Source: WTTC, 2014
KONTRIBUSI LANGSUNG TRAVEL & TOURISM TERHADAPKESEMPATAN KERJA
No NegaraJumlah Kesempatan
Kerja
% dari total
kesempatan kerja
1 Tiongkok 22,780,000 3.00
2 India 22,320,000 4.90
3 Indonesia 3,042,500 2.70
4 Thailand 2,563,000 6.60
5 Viet Nam 1,899,000 3.70
6 Philippines 1,226,500 3.20
7 Japan 1,447,000 2.30
8 Malaysia 881,000 6.70
9 Cambodia 735,000 8.90
10 Republic of Korea 619,000 2.50
11 Myanmar 338,500 1.20
12 Singapore 147,000 4.30
13 Lao PDR 119,500 4.00
14 Brunei Darussalam 5,000 2.40
SSA
PERBANDINGAN PARIWISATA ASIA
10
5,000
10,000
15,000
20,000
25,000
30,000
2015 2016 2017 2018 2019
Pariwisata (Tourism)
Migas (Oil and Gas)
Minyak Kelapa Sawit (Crude Palm Oil)
Karet Olahan (Processed Rubber)
Batu Bara (Coal)
Sumber : Pusdatin Kemenpar, 2014
PROYEKSI PENERIMAAN DEVISA DARI SEKTOR-SEKTOR UTAMA DALAM
PEREKONOMIAN INDONESIA
“Tahun 2020, sektor pariwisata merupakan penyumbang devisa terbesar
bagi Indonesia”
SSA
PENERIMAAN DEVISA INDONESIA
11
No
2012 2013 2014 (s.d. Sep 2014)
Jenis KomoditasNilai
(juta US$)Jenis Komoditas
Nilai
(juta US$)Jenis Komoditas
Nilai
(juta US$)
1 Minyak & gas bumi36,977.00
Minyak & gas bumi32,633.2
Minyak & gas bumi23,402.2
2 Batu bara26,166.30
Batu bara24,501.4
Batu bara16,011.9
3 Minyak kelapa sawit18,845.00
Minyak kelapa sawit15,839.1
Minyak kelapa sawit12,756.8
4 Karet olahan10,394.50
Pariwisata10,054.1
Pariwisata8,221.3
5 Pariwisata9,120.85
Karet olahan9,316.6
Pakaian jadi5,660.3
6 Pakaian jadi7,304.70
Pakaian jadi7,501.0
Karet olahan5,538.8
7 Alat listrik6,481.90
Alat listrik6,418.6
Makanan olahan4,755.3
8 Tekstil5,278.10
Makanan olahan5,434.8
Alat listrik4,744.3
9 Makanan olahan5,135.60
Tekstil5,293.6
Tekstil4,031.0
10Kertas dan barang dr
kertas 3,972.00
Kertas dan barang dr
kertas 3,802.2 Bahan kimia
3,071.0
11 Bahan kimia3,636.30
Kayu olahan3,514.5
Kayu olahan2,930.5
12 Kayu olahan3,337.70
Bahan kimia3,501.6
Kertas dan barang dr
kertas 2,870.7
Sumber : Pusdatin Kemenpar, 2015
SSA
PEROLEHAN DEVISA INDONESIA MENURUTLAPANGAN USAHA
12Source: UNWTO; 2014, ASEAN Secretariat; January 2015
Peringkat Negara 2011 2012 2013
1 Tiongkok 48,464 50,028 51,664
2 Thailand 27,184 33,826 42,080
3 Hong Kong, SAR 28,455 33,074 38,940
4 Malaysia 19,656 20,250 21,018
5 Singapore 18,086 19,023 18,953
6 India 17,707 17,971 18,397
7 Japan 10,966 14,576 14,934
8 South Korea 12,476 13,429 14,272
9 Taiwan 11,065 11,770 12,677
10 Indonesia 8,554 9,121 10,054
11 Viet Nam 5,710 6,830 7,503
PERBANDINGAN DEVISA PARIWISATA ASIA(dalam Juta Dollar Amerika)
Catatan : Devisa Pariwisata Indonesia tahun 2014 sebesar USD 11,166 juta
SSA
PENERIMAAN DEVISA
13
SSA
INDEKS DAYA SAING TRAVEL&TOURISM
INDONESIA
WHAT IS TRAVEL AND TOURISM COMPETITIVENESS INDEX?
TTCI adalah parameter yang dikeluarkan oleh WEF
(World Economic Forum) yg dapat menilai daya
saing pariwisata di suatu negara
Regulatory Framework
• Policy rules & regulations
• Environmental sustainability
• Safety and security
• Health and hygiene
• Prioritization of Travel and Tourism
Business Environment & Infrastructure
• Air transport infrastructure
• Ground transport infrastructure
• Tourism infrastructure
• Information and Communications Techn. Infrastr
• Price competitiveness in T&T industry
Human, cultural and resources
• Human resources
• Affinity for Travel & Tourism
• Natural resources
• Cultural resources
14
SSA
INDEKS DAYA SAING TRAVEL&TOURISM
INDONESIA
3 Faktor Indeks TTCI tertinggi
“Tahun 2015, indeks daya saing pariwisata menduduki peringkat
ke-50 dari 141 negara”
No Faktor 2013 2015
1Price Competitiveness
5.3 6.11
2
Prioritization of Travel &
Tourism 5.4 5.61
3 Natural Resources 4.36 5.6
3 Faktor Indeks TTCI terendah
No Faktor 2013 2015
1ICT Readiness
2.7 3.73
2 Tourism Service Infrastructure 2.1 3.07
3 Health & Hygiene 2.9 4.24
15
Peringkat Negara/Ekonomi2009 2011 2013 2015
Rank of 133 Rank of 139 Rank of 140 Rank of 141
1 Singapore 10 10 10 11
2 Japan 25 22 14 9
3 Hong Kong 12 12 15 13
3 South Korea 31 32 25 29
4 Taiwan 43 37 33 32
5 Malaysia 32 35 34 25
6 Thailand 39 41 43 35
7 Tiongkok 47 39 46 17
8 India 62 68 65 N/A
9 Indonesia 81 74 70 50
10 Viet Nam 89 80 80 75
Source: Travel and Tourism Competitiveness Report WEF, 2015
PERBANDINGAN INDEKS KOMPETITIF PARIWISATA ANTAR NEGARA ASIA“Daya saing Indonesia meningkat dari peringkat 70 menjadi peringkat 50 dunia”
SSA
PERBANDINGAN PARIWISATA ASIA
16Source : World Economic Forum (WEF), 2013.
Menurut Travel and Tourism Competitiveness Report 2015 oleh World Economic Forum (WEF), di ASEAN, Indonesia peringkat 4 setelah Singapura, Malaysia, dan Thailand
No. Sub Index / Pillar Singapore Malaysia Thailand Indonesia Philippines Vietnam Lao PDR Cambodia
Travel and Tourism Competitiveness Index 2015 11 25 35 50 74 75 96 105
I ENABLING ENVIRONMENT 5 40 74 80 90 73 84 105
1 Business Environment 1 10 38 63 60 66 56 129
2 Safety and Security 8 42 132 83 128 75 56 92
3 Health and Hygiene 61 73 89 109 91 83 108 112
4 Human Resources and Labour Market 3 30 29 53 42 55 67 72
5 ICT Readiness 10 54 60 85 86 97 106 102
IITRAVEL AND TOURISM POLICY AND ENABLING CONDITION
1 24 49 9 17 112 80 64
6 Prioritization of Travel and Tourism 4 56 40 15 27 119 50 37
7 International Openness 1 46 49 55 29 89 76 59
8 Price Competitiveness 116 6 36 3 24 22 48 40
9 Environmental Sustainability 51 119 116 134 112 132 112 118
III INFRASTRUCTURE 5 41 37 75 82 94 100 113
10 Air Transport Infrsatructure 6 21 17 39 67 68 89 103
11 Ground and Port Infrastructure 2 35 71 77 93 87 96 116
12 Tourist Service Infrastructure 34 68 21 101 82 105 97 108
IV NATURAL AND CULTURAL RESOURCES 40 24 21 17 56 33 94 82
13 Natural Resources 69 26 16 19 49 40 77 70
14 Cultural Resources and Business Travel 22 27 34 25 62 33 113 76
: Top Five (Rank) : Bottom Five (Rank)
SSA
INDEKS DAYA SAING PARIWISATA INDONESIA DIBANDINGKAN NEGARA-NEGARA ASEAN
17Source: WTTC; 2014, UNWTO; 2014, ASEAN Secretariat; January 2015
Rank Country 2014 2013% Change
(2013 to 2014)
1 Tiongkok 129.1 million 116.9 million 10.40
2 Thailand 24.8 million 26.5 million 6.70
3 Malaysia 27.4 million 20.9 million 6.70
4 South Korea 13.98 million 11.8 million 17.20
5 Singapore 15.1 million 14.2 million 2.00
6 Japan 13.4 million 10.4 million 29.40
7 Indonesia 9.4 million 8.8 million 7.20
8 Taiwan 7.3 million 8.0 million 9.60
9 Viet Nam 7.9 million 7.6 million 4.00
10 India 7.4 million 6.9 million 7.20
KEDATANGAN WISATAWAN MANCANEGARA KE NEGARA-NEGARA ASIA
SSA
PERBANDINGAN PARIWISATA ASIA
KOMPARASI TERKINI ANGKA KUNJUNGAN WISMAN DENGAN KOMPETITOR UTAMA DI
ASEAN
Malaysia -8,6 % (Periode Januari – Maret 2015)*
Singapura -1,7 % (Periode Januari – Juli 2015)*
Indonesia 2,71 % (Periode Januari – Agustus 2015)*
*Dibandingkan dengan periode yang sama tahun 2014
18Sumber : Kementerian & Lembaga Pariwisata masing-masing Negara.
SSA
PERFORMANSI KUNJUNGAN WISMAN 2015
20
Innovation cycles have massively reduced in digital environment
and create a truly unpredictable future
LEAD TIME BEFORE REACHING 50M ACTIVE USERS
38
YEARS
27
YEARS
17
YEARS
12
YEARS
4
YEARS
3.5
YEARS
1.5
YEAR
0.3
YEAR
RADIO
1958
MOBILE
1983
INTERNET
1993
1998
2004
iPAD
2010
GOOGLE +
2011
Accor’s Digital Day
iPOD
2002
Kini siklus inovasi semakin pendek dan ke depan akan semakin
cepat
SSA
DIGITAL LIFESTYLE
21
Ongoing changes, unimaginable 5 years ago
Digital is Now > The World is Digital
Ongoing changes, unimaginable 5 years ago
3D PRINTING MOBILE PAYMENT COMMUNITIES
MOOCS CONNECTED THINGS CROWD FUNDING
13
SSA
DIGITAL LIFESTYLE
22
Evolusi digital, semua orang terkoneksi 24/7
75% 4 Billion 1.19 Billion 10 Million
Digital is Now > The World is Digital
IT’S NO LONGER A HYPER-CONNECTED SEGMENT,
IT’S A MASS MOVEMENT THAT’S EVOLVING VERY RAPIDLY
video viewsof the population
has a mobile phone
active users players per day
12
SSA
DIGITAL LIFESTYLE
23
Begitu juga dengan traveller…
“Traveller transform to hyperconnected
society”-Amadeus, 2014
SSA
DIGITAL LIFESTYLE
24
Shifting Tourism Industry Follows The People
SSA
DIGITAL LIFESTYLE
The relationship of each
tourism industry with
their customers, supplier
and partners. Web tools
for connecting with the
outside . Public content.
ERPThe day to day in tourism site:
events, meetings, shows. The
universe of actions taking place
in the tourism site environment
and the work methodology that
support them, based on efficient
use of tools, people and material
resources.
Tourism industries management
systems: CMS, ERP, BI. The
technological side that supports
the entire hotel infrastructure. Key
management products at all level.
People and their knowledge organized
into departments, work groups,
geographical locations or
responsibilities. The internal structure
of each tourism industries with its
interconnected nodes, involved and
integrated.
25
Outstanding players at every stage of customer journeyOutstanding players at every stage of the customer journey
Digital is Now > Travel Industry is Digital
Dream Select Book Prepare
Stay
ShareReturn
20
SSA
DIGITAL LIFESTYLE
28
• Indeks Daya Saing kepariwisataan
• Kedatangan Wisatawan Mancanegara
• Perjalanan Wisatawan Nusantara
• Kontribusi terhadap PDB (WTTC)
• Devisa
• Kontribusi terhadap Kesempatan Kerja
2014 TARGET 2019
• 15%
• Rp. 240 triliun
• 13 juta
• 9 % (Rp. 946,09 triliun)
• Rp. 120 triliun
• 11 juta
• #30
• 20 juta
• 275 juta
• #70
• 9 juta
• 250 juta
macro
mic
ro
Malaysia : 27,4 juta (million)Singapore : 15,1 juta (million)Thailand : 24,8 juta (million)
*) Source data : UNWTO – United Nation World Tourism Organization
**) WEF : World Economic Forum
Perbandingan dengan negara ASEAN lainnya (2014):
Menjadikan Indonesia sebagai tujuan pariwisata dunia
me
ga
SF
KONDISI SAAT INI DAN TARGET PARIWISATA PADA TAHUN 2019
29
2
e-Tourism merupakan integrated ecosystem solution pada industri pariwisata Indonesia untuk mendukung
pencapaian target 2019
2014 target 2019
Great Spirit Grand Strategy
Wonderful Indonesia(membangun pariwisata Indonesia sebagai tujuan wisata
dunia)
Indonesia Bekerja• Directional Strategy : Sustainable Competitive Growth
• Portfolio Strategy : Integrated e-Tourism ecosystem
• Parenting Strategy : Government support industry-led
Meningkatkan kontribusi pariwisata terhadap PDB menjadi 15%
pada tahun 2019
• Travel & Tourism Competitiveness Index
Rank #30 (WEF)
• Jumlah kunjungan wisatawan sebesar 20
juta wisatawan pada tahun 2019
• Pertumbuhan wisatawan: 12% per tahun
• Travel & Tourism Competitiveness Index
Rank #70 (WEF)
• Jumlah kunjungan wisatawan sebesar 9.5
juta wisatawan (web Parekraf)
• Pertumbuhan wisatawan: 8%
SF
FILLING THE GAP
4.48 5.16
4.24
4.7
3.73
5.61
3.55
6.11
3.11 3.81
3.27
3.07
4.36 3.12
4.3 4.4
2.9 4.9
2.7
5.4
4.2 5.3 3.9
3.5
3.2
2.1
5.6 3.5
0
1
2
3
4
5
6
7
Business
Environment / Policy
Rules & Regulations
Safety and Security
Health and Hygiene
Human Resources and
Labour Market
ICT Readiness
Prioritization of Travel
and Tourism
International
Openness / Affinity for
T&T Price Competitiveness
Environmental
Sustainability
Air Transport
Infrsatructure
Ground and Port
Infrastructure
Tourist Service
Infrastructure
Natural Resources
Cultural Resources and
Business Travel
Daya Saing Kepariwisataan Indonesia
TTCI 2015
TTCI 2013
30
2
Terdapat 3 area kelemahan Industri Pariwisata Indonesia yang harus segera diperbaiki sehingga target 2019 dapat terwujud.
1. E-Tourism
2. Social media
3. Big data analytic
Pada tahun 2015, indeks daya saing
pariwisata menduduki peringkat ke-50
dari 141 negara
TIGA TERBAWAH:
3 faktor dengan indeks daya saing
pariwisata terendah:
1. ICT Readliness
2. Tourism Service Infrastructure
3. Health and Hygiene
2SF
DAYA SAING KEPARIWISATAAN INDONESIA
31
2SF
PEMBANGUNAN PARIWISATA REGIONAL
BERDASARKAN KONSEP ‘GREAT’
Great Batam
Great Jakarta
Great Yogyakarta
Great Bali
Great Kalimantan
Great Sulawesi
Great Sumatera
Great Bandung
Great Maluku Papua
Great Surabaya
10 Pintu Kedatangan Utama Wisatawan Mancanegara
Menuju connected in platform: e-Indonesia
Pentahelix
Role Model
Academic
(Conceptor)
• Standardization
• CertificationBusiness(Enabler)
• Improve Health &
Hygiene
• Improve ICT
Infrastructure
• Shift to Digital Era
Community
(Accelerator)
• Accelerate Digital
Lifestyle
Government
(Regulator)
• Tourism
Infrastructure
• Incentive for
Investor
• Free Visa
Media
(Catalisator)
• Brand Awareness
• Brand Image
2SF
PENTAHELIX ROLE MODEL
BUMN SEBAGAI LOKOMOTIF
TRANSFORMASI PARIWISATA
34
Jenis Strategi
Pemasaran DDestination
OOrigin
TTime
Promosi BBranding/PRing
AAdvertising
SSelling
Media PPaid Media
OOwned Media
SSocial Media
22SI
SMART TOURISM
35
IMPLEMENTASI STRATEGI PEMASARAN MENURUT PENDEKATAN ‘DOT’(MARKETING STRATEGY IMPLEMENTATION BASED ON ‘DOT’ APPROACH)
DESTINATION
(DESTINASI)
Great Bali, Great Jakarta, Great
Batam
ORIGIN (ASAL)Singapore, Malaysia, Australia,
Tiongkok, and Japan
TIME (WAKTU)Market Seasonality (Pola
Musiman Pasar)
22SI
SMART TOURISM
36
Inisiatif 1 - Managing Destination Management System
2
Destination integrated computer information
reservation management system
Domestic Distribution Network[internet, airlines, tourism off., videos, text]
International Distribution Network[internet, airlines, tourism off., videos, text]
Tour
operators
Outgoing
travel
agencies
Public tourism
information
service
Private access
by personal
computers
Transportation
system
Accommodatio
n establishment
Incoming
travel
agencies
Rent-a-car,
bicycle,
boat office
Self service
terminals &
kiosk public
areas
Ad hoc
connection with
event attraction
Transportation
media
Private access
by personal
computers
Accessibility from places of origin tourists
Accessibility at destinations
Meteorology
service
Air line
service
Tourist
police
University,
Training org.
Banks, credit
cards• A collection of computerized,
interactively accessible
information about a
destination
• Satisfy the information &
reservation needs of buyers
• Support travellers to create a
personalized destination
• Experience
• Major promotion, distribution
& operational tools for SMTEs
& destinations
• Improve the functions &
performance of DMOs
• Provide the essential info-
structure for DMOs
• Support destinations in
strengthening their
competitivenessDemand-Side
Supply-Side
Su
pp
ort
-Sid
e2
SI
SMART TOURISM
37
Inisiatif 2 - Building Ecosystem e-tourism
2
During-Trip Tourist Experiences
online
Travel Agents(OTA)
Corpo-rate
Pre/Post-Trip Tourist Experiences
distributors
demands(“always connected traveller experiences)
OnlineBooking
ElectronicDirectory
1. Airlines• domestic• international
2. Hotels/villas/pondokwisata
3. Restautrants
4. Car Rentals
5. Show/Attractions
6. Tour Package
7. others : taxi, etc
1. POI• Hotels/Resto• Sightseeing• Attractions/Cultural• Spas, etc.
1. Hospitals/Police St./Gas Station/ATM, etc.
2. News/Events
3. Traffic/Weather
Horizontal PlatformRecommendation System, User Generated
Content, Business Intelligence, Reward Point, etc.
Big Data Analytic
Comm Svc PurchaseHot Deals
Itinerary Plan
Payment System SocMed
e-tours
e-hotel
e-resto
e-show
e-carental
e-travel
Airlines
Hotel
Restaurant
Car Rental
Show
Tourism
/ T
ravel Ex
change (
TT
X)
suppliers
traditional & personal
Travel Agents
Mobile Apps(Hi-City)
Mobile Web(Hi-Indonesia)
Tours
e-Tourism
22222SI
SMART TOURISM
38
Inisiatif 3 - Accelerating ICT Infrastructure for tourism
2
Penyediaan Infrastruktur ICT Broadband ke semua entitas ekosistem industri
Pariwisata berupa jaringan fiber optik dan wifi.id.
Hotel KawasanWisata
TravelAgent
Kuliner
Conven on/Event
CulturalShow
JaringanFiberOp c
22SI
SMART TOURISM
39
Inisiatif 3 - Accelerating ICT Infrastructure for tourism
2
Penyediaan Infrastruktur ICT dan ICT Hospitality services untuk memberikan
kenyamanan dan digital experience bagi wisatawan.
22SI
SMART TOURISM
40
22SI
SMART TOURISM
IMPLEMENTASI STRATEGI PLACEMENT BERDASARKAN KONSEP ‘POS’
(PLACEMENT STRATEGY IMPLEMENTATION BASED ON ‘BAS’)
41
SI: IMPLEMENTASI STRATEGI ISI BERDASARKAN PENDEKATAN ‘POS’ (CONTENT STRATEGY IMPLEMENTATION
BASED ON ‘POS’ APPROACH)
PAID MEDIA
OWNED
MEDIAwww.Indonesia.travel
SOCIAL
MEDIA
Instagram,
Facebook, Twitter,
Blog, Path,
Pinterest, Dsb
42
Inisiatif 4 - Marketing through social media & data analytic
2
Traditional
Marketing Campaign
Digital
Marketing Campaign
• Channel e-Tourism di
Youtube
• Channel e-Tourism di
USeeTV
• Account Photography di
• Re-design website
M u l t i c h a n n e l M a r k e t i n g
222SI
SMART TOURISM
43Sumber : Direktorat Pengembangan Pasar dan Informasi Pariwisata, 2015
PRIORITAS PASAR WISATAWAN“Tiongkok merupakan pasar utama di Indonesia”
No Pasar Kuantitas Share Pasar Growth Devisa Share Devisa INDEX TOTAL %
1 Great Tiongkok 2,000,000 16.67% 11.39% 2,111.02 15.99% 16.10%
2 Singapura 2,300,000 19.17% 6.75% 1,662.86 12.60% 15.59%
3 Malaysia 2,100,000 17.50% 9.98% 1,633.26 12.37% 14.82%
4 Australia 1,350,000 11.25% 4.32% 2,265.67 17.16% 13.56%
5 Jepang 500,000 4.17% 0.43% 565.46 4.28% 4.03%
6 Korsel 450,000 3.75% 8.65% 475.08 3.60% 3.93%
7 USA 310,000 2.58% 7.10% 507.58 3.85% 3.38%
8 Timteng 310,000 2.58% 3.85% 511.94 3.88% 3.23%
9 UK 290,000 2.42% 6.12% 455.28 3.45% 3.07%
10 Filipina 340,000 2.83% 7.13% 327.79 2.48% 2.89%
11 Perancis 230,000 1.92% 5.40% 393.05 2.98% 2.57%
12 Jerman 220,000 1.83% 5.82% 374.35 2.84% 2.48%
13 Belanda 200,000 1.67% 5.46% 369.61 2.80% 2.37%
14 India 250,000 2.08% 2.60% 315.60 2.39% 2.25%
15 Thailand 200,000 1.67% 8.86% 199.25 1.51% 1.96%
16 Rusia 110,000 0.92% 6.12% 220.30 1.67% 1.52%
44
PORTOFOLIO STRATEGI PARIWISATA
Great Bali
PORTOFOLIO PRODUK
Alam (Nature) (35 %)
1. WISATA BAHARI (MARINE TOURISM) (35%)
2. EKOWISATA (ECO TOURISM) (45%)
3. WISATA PETUALANGAN (ADVENTURE TOURISM)
(20%)
Budaya (Culture) (60 %)
1. WISATA WARISAN BUDAYA DAN SEJARAH
(HERITAGE AND PILGRIM TOURISM) (20%)
2. WISATA BELANJA DAN KULINER
(CULINARY AND SHOPPING TOURISM) (45%)
3. WISATA KOTA DAN DESA (CITY AND VILLAGE
TOURISM) (35%)
Buatan Manusia (Man Made)
(5 %)
1. WISATA MICE (MICE & EVENTS TOURISM) (25%)
2. WISATA OLAHRAGA (SPORT TOURISM) (60%)
3. OBJEK WISATA TERINEGRASI (INTEGRATED
AREA TOURISM) (15%)
Source: Passenger Exit Survery, 2014
PORTOFOLIO PELANGGAN
PERSONAL WISNUS INDIVIDU/FAMILY TRAVELLER, KOMUNITAS
BUSINESS BIRO TRAVEL, UKM, USAHA, ASOSIASI, PEMDA
INTERNATIONAL WISMAN
3 Portofolio Pasar/ costumer dan 9 Portofolio Produk
45
Inisiatif 4 – Marketing through social media & data analyticPlatform Big Data Analytics Untuk e-Tourism
Analytics
System Integration and Data Hub
Data Travel Data Culinary Data POI Social Media
InsightsInformation Trend Prediction
Dashboard
Data Telco
CommunicationMonitoring Tools Traveller Mobility
e-Tourism
Data Analytic Platform
Data Hotel Others
Pengembangan platform big data termasuk pemanfaatan sumber data untuk mendukung Industri Pariwisata
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SMART TOURISM
46
Inisiatif 4 – Marketing through social media & data analyticPlatform Big Data Analytics Untuk e-Tourism
2
KPI
Real Time Analytic
Content Strategy & Development
Community Management
Campaign Support
Trendspotting & Long Term Insight
Information Service Center
Crisis Management
Traveler Activity
Social Media Channels
Digital
Content
SocialManagem
ent
E-Tourism
Digital Center
Searching &
Booking Data
Campaign data
Listening &
Insight
Opportunity,
content
strategy
Identify & KOLConversation
interaction
Evaluate &
refine
Define focus
area
On Destination
Activity Update
Experience &
Recommendation
Digital & Social
Media Data
R E A LREACH ENGAGE ACTIVATE LOYALTY
» Share of Relevant Voice
» Top-of-mind Awareness
» Sentiment
» Share of Positive Voice
» Survey-based Brand Preference
» Survey-based Brand Association
» Survey-based Behavior
» Survey-based Sales
» Attributable Leads/Sales
» Survey-based Satisfaction
Score
» Recommendation
Key Focus Area
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SMART TOURISM
Kemen Par dengan Industri
PariwisataKemen Par dengan Pegawai
Kemen Par dg Pemda/Dept
lain
• Portal eBusiness
Pariwisata
• e-PTSP Pariwisata:
• ijin usaha
kawasan wisata
• Ijin usaha object
wisata
• Ijin usaha tempat
hiburan, spa
• dll
• Portal layanan pegawai :
Layanan administrasi,
proses bisnis internal,
Sharing knowledge,
kolaborasi dan
produktifitas staf.
• Pusat informasi
Pemerintah : Informasi
karyawan dan data record
staf.
• Sharing data & kolaborasi
antara pemerintah pusat
dengan daerah.
• Sistem informasi internal
pemerintah, antar
departemen,lembaga,
organisasi. Sistem
informasi external
pemerintah dengan
pemerintah luar negeri.
Solusi
e-
Government
Pariwisata
Source: eGDI
e -Government f or Tour i sm
e-Tourism Digital Center
Capture/
SensingAnalysis
Decision Support Sistem
Outcome
• Executive Dashboard
• Sistem Monitoring Pariwisata
• Sistem Performance Management
Pariwisata
• Open Data Application
Digital Media
Kementrian/
Lembaga
Pemkot/Pemkab
/BUMD/Industri PariwisataPemprov
Social Media
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Regulatory Transparancy
49
Inisiatif 4 - Building Ecosystem e-tourismTraveller Journey
2
Dream
Plan
Experience Book
Share
Pre Arrival
Arrival
In Stay
Departure
Post Departure
Tamu “bermimpi” untuk
melakukan perjalanan
wisata karena adanya
digital marketing
campaign.
Tamu mulai
melakukan
“perencanaan”
perjalanan wisata
melalui web portal
& mobile apps
informasi.
Tahapan Tamu melakukan
“reservasi” melalui fasilitas
web booking portal &
mobile booking apps
eCommerce
Tamu akan merasakan
“pengalaman” dalam
menikmati fasilitas digital
hotel; digital store &
digital delivery order;
digital destination & e-
tourism
Tamu dapat
“membagi”
pengalaman ke
komunitas melalui
customer
engagement via
socmed.
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E-Tourism