Segmentation, Targeting And Positioning Of The Tourism Industry Before, During The Covid-19 Pandemic And After For The Tourism Industry In Indonesia

Hidayat, Candra and Zeng, Yi (2023) Segmentation, Targeting And Positioning Of The Tourism Industry Before, During The Covid-19 Pandemic And After For The Tourism Industry In Indonesia. TRJ (Tourism Research Journal), 7 (2). ISSN 2598-9839 (In Press)

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Abstract

This study aims to determine segmentation, targeting and positioning of the tourism industry before, during the covid-19 pandemic and after for the tourism industry in Indonesia. There have been changes in tourism after the Covid-19 pandemic. Evaluating and selecting market segment, firstly the highest foreign tourist arrivals to Indonesia by nationality is Malaysia, Timor Leste, Singapore, China and Australia. Secondly, foreign tourist arrivals to Indonesia by gender male tourist bigger than female tourist is Malaysia, Timor Leste, Singapore, India, Japan, America, England and South Korea. In reverse, female tourist bigger than male tourist is China and Australia. Thirdly, foreign tourist arrivals to Indonesia by age Generation Y and Generation Z less than 45 Years old bigger than baby boomers and generation X over 45 years old is Malaysia, Timor Leste, China, India, Japan, America, England, South Korea and Australia. Equal fifty-fifty, baby boomers and generation X over 45 years old and Generation Y and Generation Z less than 45 Years old is Singapore. Fourthly, international tourists spending more than $ 1000 are Singapore, China, India, Japan, America, England, South Korea and Australia. Afterwards, international tourists spending less than $ 1000 are Malaysia and Timor Leste. Fifthly, international tourists arrivals by main purpose of visit for vacation more than 78 percent is Malaysia, Timor Leste, China, Singapore, Australia, India, Japan, America, England and South Korea. Positioning strategies as a needs and wants from tourists and communicating and delivering the products. Indonesia's strength is prioritization of travel & tourism, natural resources, travel & tourism demand pressure and impact, cultural resources and price competitiveness. Indonesia needs in making appropriate strategy for more appealing and visible, through segmenting, targeting and positioning.

Item Type:	Article
Subjects:	F Hospitality & Tourism > F001 Hospitality F Hospitality & Tourism > F1001 Tourism
Depositing User:	Mr. CANDRA HIDAYAT
Date Deposited:	19 Jun 2023 01:25
Last Modified:	19 Jun 2023 01:25
URI:	http://repository.stptrisakti.ac.id/id/eprint/2894

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