Surrounding of 17,508 islands Indonesia is one of the most recognizable archipelagic countries
Discuss about the Customer Retention In The Medical Tourism.
Surrounded with 17,508 islands Indonesia is one of the most recognizable archipelagic countries occupying a predominant place in the realm of tourism industry. Large numbers of international visitors prefer to visit the scenic beauty of Indonesia which enhances the economic growth of this country. In addition, Indonesia is possessed with diversity of customs, language, and cultural as well as psychological backgrounds (Fraj et al. 2015). After the incident of 2005 earthquake in West Sumatra the number of the visitors drastically reduced due to safety issue. The natural beauty was highly affected in this massive natural calamity. This very specific study has provided in-depth overview about the importance of conducting effective marketing strategies and policies in order to enhance their tourism business industry. With the help of effective promotional strategies the tourism destinations should be promoted by using different media tools (Hudson et al. 2015). As a result, international customers would like to show their interest in visiting the tourists spot of Indonesia.
- To identify the importance of marketing strategy in the tourism and hospitality industry for enhancing entire business process
- To understand the factors which affect in making proper marketing and promotional strategy
- To provide some major recommendations on how to overcome the barriers in making effective marketing strategy
Hypothesis:
H0: Marketing strategy in the tourism and hospitality industry is not important for enhancing entire business process
H1: Marketing strategy in the tourism and hospitality industry is important for enhancing entire business process
The primary goal of this very specific research is to identify the importance of marketing strategy in the tourism and hospitality industry for enhancing entire business process. Based on the empirical data from numerous eminent scholars the study would make an effective literature review by evaluating positive impact of marketing strategy for grabbing attention of customers. By using appropriate research methodological tools the researcher would like to gather data and information within stipulated time. Research methodology would like to select both qualitative and quantitative data and information for collecting response from the visitors as well as tourism operators of Indonesia. In order to expand the business in the international market the tourism industry of Indonesia should place the brand for creating awareness among the people about the services. In this project the study has focused to critically reflect on how Indonesia has planned to place their brands and services for regaining the attention of international visitors.
Based on the point of view of numerous eminent scholars the study would make an effective literature review by evaluating positive impact of promotional strategy for grabbing attention of customers. Veal (2017) stated that maintaining the quality of services in tourism industry is not the only mission of business operators. In order to grab the attention of visitors the tourism operators have to make effective promotional strategy without showing any kind of cultural biasness. In general point of view, marketing is the promotional method which simply determines and accommodates human and social needs. In other words, the purpose of marketing is to find out and understand the consumers’ needs and demands in regards to the product or service (Law, Buhalis and Cobanoglu 2014).
Hypothesis
Marshallian Economics theory believes consumers’ purchasing behavior is entire dependent on product and service cost. As per the concept of Marshallian Economics, if a product’s price is lower, the sales of that product will be higher. Like the same way the target customers of high cost product is very low or average. As opined by Baum (2015), while setting the price range the business experts have to select the target customers first. It has been observed that the tourism destinations of Indonesia are not very expensive for the visitors. People having average income status can easily avail the places of Indonesia. As a result, the number of visitors is expected to be high.
As per Marshallian Economics the business travel operator exiting in the soil of Indonesia should target the customers from average income status. As a result, large number of customers would be targeted. Automatically the rate of sales volume would be high that would ultimately render immense economic growth for the tourism sector of Indonesia.
In order to position the brand in market business experts tend to follow marketing mix strategies, STP analysis for segregating the target group as per products and services. As per the opinion of Fraj, Matute and Melero (2015) based on target group the promotional channels are selected so that the business experts can easily reach the doorstep of customers. It has been observed that international customers are very much attracted towards the tourism destinations of Indonesia. In this situation, the business operators have to take effective initiative by renewing their marketing mix strategy after 2005 earthquake.
Among numerous tourism destinations Bali is concerned with full of safety where people can enjoy without any risk. It can be the major reason to choose Bali over West Sumatra for visiting the beauty of nature in Indonesia. However, the tourism industry needs to take more initiatives in promoting their services so that visitors can feel free in travelling the spots of Indonesia (Han and Hyun 2015). Economic strength and lack of using proper marketing tools are the two most significant reasons due to which customers form different geographical backgrounds and attitudes are not aware about the tourism destinations of Indonesia.
By involving the point of views of numerous eminent scholars it can be evaluated that using social media tools is one of the most effective ways for grabbing the attention of global customers (Pike and Page 2014). The tourism business operators should position their brands in digital media that can multiply the messages beyond going stipulated geographic locations.
Identification of importance of marketing strategy
By evaluating the various impacts of marketing strategy in the tourism and hospitality industry for enhancing entire business process a literature gap is identified in this very specific study. The study has not focused to critically discuss about the factors which primarily affects Indonesia tourism sector in implementing effective promotional strategies and policies for grabbing the attention of global customers.
- What is the importance of marketing strategy in the tourism and hospitality industry for enhancing entire business process?
- What are the factors which affect in making proper marketing and promotional strategy?
- What should be some major recommendations to overcome the barriers in making effective marketing strategy?
Research design and methodology helps to conduct the entire research work based on appropriate methodological tools. While analyzing the importance of marketing strategy in tourism industry the researcher decides to select positivism research philosophy. This particular research philosophy is based on keen observation (Ritchie et al. 2014). By using deductive research approach with descriptive research the study will analyze collected data from different point of view. In order to involve tourism business operators and visitors the study would like to select mixed method for making effective data collection procedure.
Qualitative research is conducted based on interpersonal communication by involving the persons of high designations in a particular business industry. In this very specific study, the researcher would like to conduct ten minutes interview session by involving five different tourism operators of Indonesia. In order to check the reliability of data the researcher would frame five questions (Riasi and Pourmiri 2015). These five similar questions would be thrown to five business operators in different places. If the five respondents can show their point of view in equal context the data would maintain reliability. While conducting qualitative data analysis the possibility of reliability may not be high as the points of view of persons differ.
Validity of data signifies on how far the data or information provided by the respondents is valid and contextual to the research issue (Komppula 2014). In this very specific study the research would focus on involving tourism operators who would be able to provide valid data on how the tourism industry of Indonesia is taking initiatives for their marketing strategy in order to create effective brand awareness (Giaoutzi 2017). By using non-probability sampling method the study would like to involve 5 business tourism operators of Indonesia who are directly associated with the industry. These operators would show their own point of view which promotional tools the business operators would be able to use to reach the customers (Schuckert, Liu and Law 2015). The tourism operators would highlight on how social media tool is effective enough in promoting the brand in global market (Hasan and Ali 2015). The research issue is primarily based on two major variables including importance of marketing strategy (independent variable) and its impact on tourism business enhancement (dependent variable). Based on two major variables the research will make five descriptive questions for collecting the opinion of five business travel operators of Indonesia.
Effective promotional strategies for tourism destinations
Quantitative research is the most effective ways of collecting necessary data and information immediately (Fraj, Matute and Melero 2015). In order to collect data based on the importance of marketing strategy in the tourism and hospitality industry for enhancing entire business process, the research would like to focus on three major aspects including data collection method, sampling and data analysis.
Total 50 international visitors from different geographical backgrounds and attitudes will be involved. By conducting a survey preparing 10 relevant questionnaires on the research issue the participants would be involved for gathering their feedback. The primary focus of the questionnaires would be impact of marketing strategy, ways of promotional tools, the most effective promotional tools for tourism business industry, the barriers that tourism business industry have to face and so many. In order to test the reliability of data the researcher has to use different data analysis methods by involving similar participants (Pappas 2016). If the result of data analysis method is same by using different analysis technique it would be considered that data is reliable. On the other hand, the respondents should not be diplomatic while providing feedback of survey question (Sigala 2017). If the participants tend to select on neutral column the data would be considered as invalid. It will be difficult for the research to analyze the research issue and come into a conclusion.
Sampling size is constituted with two major types including probability sampling technique and non-probability sampling technique. Probability sampling technique is a random method based on which the researcher can select the participants randomly (Kavoura and Stavrianea 2014). On the other hand, non-probability sampling technique involves the selected participants who are directly associated with the research issue. In this very specific study the researcher would like to follow non-probability sampling technique based on which the researcher would involve those participants who are directly associated with the research issue (Sigala 2014).
This very specific study would focus to conduct a survey by involving 50 international visitors from different geographical backgrounds and attitudes. They would be thrown necessary questions related to the impact of marketing strategy, ways of promotional tools, the most effective promotional tools for tourism business industry, the barriers of making effective promotional method. At the same time, non-probability sampling technique enables the five tourism business operators in sharing their thoughts and views regarding the promotional methods conducted by Indonesia tourism industry. These operators would show their own point of view which promotional tools the business operators would be able to use for grabbing customers’ attention.
Marketing mix strategies, STP analysis for segregating the target group
Data analysis primarily helps in evaluating data by using different statistical tools. In order to find out the two variables the researcher would like to choose regression analysis which implies nature and degree of relationship between the independent and the dependent variable (Hudson et al. 2015). In this very specific study, the importance of marketing strategy is independent variable and its impact on tourism business enhancement is dependent variable. As a result, in order to prove the null hypothesis negative the researcher would have to make hypothesis test. By using SPSS statistical tools data would be analyzed for maintaining accuracy. By using this specific methodological tool the researcher would like to give the result of data by proving research issue.
The concept of mixed-method approach implies that the researcher would like to select both qualitative as well as quantitative data collection technique. In qualitative data collection technique the researcher would like to conduct interview session. With the help of quantitative data collection method a survey is conducted by involving the participants. In this very specific study both the two data collection method is required. Qualitative data will engage the tourism business operators in order to know on how they are facing challenges in drawing the attention of international tourists (Giaoutzi 2017). On the other hand, quantitative data has involved the tourists for gathering their feedback on how they are feeling after visiting different tourism destinations of Indonesia. Therefore, the researcher has used mixed method for involving both tourists as well as tourism operators of Indonesia.
This very specific study has provided in-depth overview about the importance of conducting effective marketing strategies and policies in order to enhance their tourism business industry. Based on the empirical data from numerous eminent scholars the study would make an effective literature review by evaluating positive impact of marketing strategy for grabbing attention of customers. Every research work is constituted with several limitations. This study is not exceptional to that. The primary aim of this study is to understand the impact of marketing strategy in the tourism and hospitality industry for enhancing entire business process.
The entire study would be conducted within limited time which could be expanded for collecting more data and information (Baum 2015). In addition, the study has focused to select positivism research philosophy. This particular research philosophy is dependent on keen observation rather than evidence. As a result, the researcher gets the scope to interpret data. Moreover, while collecting data researcher should follow ethical considerations more consciously. The respondents should not be forced to give necessary information regarding the research issue (Mowforth and Munt 2015). The response should be spontaneous.
Factors that primarily affect Indonesia’s tourism sector
Conclusion:
This very specific study has provided detailed overview on how Indonesia tourism industry is affected after natural calamity of Sumatra. Both quantitative and qualitative data analysis procedure is selected for gathering necessary data and information. In order to get an immediate feedback from the visitors on how they are influenced with the marketing promotional tools an effective survey will be conducted. On the other hand, by conducting a qualitative form of data analysis in involving tourism travel operators of West Sumatra data will be gathered on how the business operators have made their promotional plan for drawing the attention of target customers.
The study would use appropriate methodological tools for evaluating necessary information. Regression analysis would be conducted for analyzing the research issue from different point of view. While conducting the entire study researcher should maintain value and ethics in collecting data from the participants. While analyzing the importance of marketing strategy in tourism industry the researcher decides to select positivism research philosophy. This particular research philosophy is based on keen observation. In order to involve tourism business operators and visitors the study would like to select both qualitative and quantitative form of data collection procedure.
Reference List:
Baum, T., 2015. Human resources in tourism: Still waiting for change?–A 2015 reprise. Tourism Management, 50, pp.204-212.
Fraj, E., Matute, J. and Melero, I., 2015. Environmental strategies and organizational competitiveness in the hotel industry: The role of learning and innovation as determinants of environmental success. Tourism Management, 46, pp.30-42.
Giaoutzi, M., 2017. Tourism and regional development: New pathways. Routledge.
Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, pp.20-29.
Hasan, Z. and Ali, N.A., 2015. The impact of green marketing strategy on the firm’s performance in Malaysia. Procedia-Social and Behavioral Sciences, 172, pp.463-470.
Hudson, S., Roth, M.S., Madden, T.J. and Hudson, R., 2015. The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. Tourism Management, 47, pp.68-76.
Kavoura, A. and Stavrianea, A., 2014. Economic and social aspects from social media’s implementation as a strategic innovative marketing tool in the tourism industry. Procedia Economics and Finance, 14, pp.303-312.
Komppula, R., 2014. The role of individual entrepreneurs in the development of competitiveness for a rural tourism destination–A case study. Tourism Management, 40, pp.361-371.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and communication technologies in hospitality and tourism. International Journal of Contemporary Hospitality Management, 26(5), pp.727-750.
Mowforth, M. and Munt, I., 2015. Tourism and sustainability: Development, globalisation and new tourism in the third world. Routledge.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
Pike, S. and Page, S.J., 2014. Destination Marketing Organizations and destination marketing: A narrative analysis of the literature. Tourism management, 41, pp.202-227.
Riasi, A. and Pourmiri, S., 2015. Effects of online marketing on Iranian ecotourism industry: Economic, sociological, and cultural aspects. Management Science Letters, 5(10), pp.915-926.
Ritchie, B.W., Crotts, J.C., Zehrer, A. and Volsky, G.T., 2014. Understanding the effects of a tourism crisis: The impact of the BP oil spill on regional lodging demand. Journal of Travel Research, 53(1), pp.12-25.
Schuckert, M., Liu, X. and Law, R., 2015. Hospitality and tourism online reviews: Recent trends and future directions. Journal of Travel & Tourism Marketing, 32(5), pp.608-621.
Sigala, M., 2014. Customer involvement in sustainable supply chain management: A research framework and implications in tourism. Cornell Hospitality Quarterly, 55(1), pp.76-88.
Sigala, M., 2017. Collaborative commerce in tourism: implications for research and industry. Current Issues in Tourism, 20(4), pp.346-355.
Veal, A.J., 2017. Research methods for leisure and tourism. Pearson UK.
Order an Essay Now & Get These Features For Free:
Turnitin Report
Formatting
Title Page
Citation
Outline
