Tourism Marketinmg Concept, planning , Implementation ( Bab Buku)

Implementation of Tourism Marketing Activities

 Introduction

Tourism marketing activities are one of the important activities in the tourism phenomenon. The tourism phenomenon begins when tourists leave their country for a tour until they return to their country. Tourism is also seen as a science that can be studied from the components of ontology, epistemology, and axiology. Tourism cannot be denied that it provides benefits for the welfare of the community (axiology) as stated in the tourism code of ethics and law number 10 of 2009 concerning Tourism ('Law No. 10 of 2009 on Tourism of the Republic of Indonesia', 2009).

Various methods can be used to dissect the tourism phenomenon, quantitative methods, qualitative methods, or both, which are called mixed methods (Jennings, 2001). The object of tourism science can be distinguished from other sciences that study humans who travel. So that the science of tourism is able to provide information related to human travel and the entities that follow it.

In relation to the tourism phenomenon, the role of marketing is increasingly strategic as depicted in the tourism system. Marketing in the tourism system is a bridging element between tourists and tourist destinations. Liaison between the area of ​​origin of tourists (Tourist Generating Country / TGC) and tourist destination areas (Tourist Destination Country / TDC). (Mill, R.C and Morrison, 2009)

Tourism marketing can be viewed as an activity, as management, as a process of distributing tourism services and meeting the needs of tourists that end in satisfaction and loyalty.

Tourism marketing is an art and science to fulfill the wants and needs of tourists so that they get what they expect, namely getting satisfaction (Jamrozy, 2007); (McCabe, 2014)

How to measure the success of marketing activities? As it is mutually agreed that the keyword of marketing is satisfaction, then the success of marketing activities if consumers (tourists) are satisfied, starting from quite satisfied, satisfied, and very satisfied. The next question is how to measure tourist satisfaction. There are many ways to measure tourist satisfaction when enjoying a tour, the most obvious thing that can be observed is that they want to come back and recommend it to close friends, family, and other people.

Tourist satisfaction is one of the tourist behavior. Satisfied tourist behavior is that they will reuse tourism services, such as reusing flight services, transportation services, accommodation services, food and drink services, visiting tourist attractions, buying back gifts, reusing travel agent services, buying tour packages, etc. On the other hand, the behavior of tourists who are not satisfied is that they do not want to buy, they will not buy again for the second time and even give negative recommendations.

Satisfaction is the keyword in tourism marketing and marketing in general. If tourists are not satisfied, marketing activities are deemed to have failed to meet tourist expectations. Another keyword in marketing values, tourists want to get value for the money they spend or what we often hear as value for money.

It is also an interesting phenomenon to be discussed in tourism marketing regarding tourist "experiences" or often referred to as tourist experiences (Cohen, 1979). Several research results state the influence of experience on tourist satisfaction (Chenini and Mustapha Touaiti, 2018); (Hallowell, 1996). In this chapter, it is related to consumer behavior (customer behavior) replaced with tourist behavior (customer behavior), and the journals used are indeed related to tourist behavior research so that it can distinguish research related to tourism and not tourism.

An important concept in tourism marketing associated with tourist satisfaction is the variable "tourist loyalty", which is a consequence of tourist satisfaction and dissatisfaction. Satisfied tourists will make them more loyal to buy or use tourism products. Conversely, if tourists are not satisfied they become disloyal, that is, they intend not to return and intend to give negative recommendations to others (Ajzen and Fisbbein, 1974); (Sheeran, 2002); (Supitchayangkool and Muang, 2012); (Suhartanto, Ruhadi, and Triyuni, 2016); (Suhartanto et al., 2020)

In some research results, loyalty is seen as a dimension that can be divided into two variables, namely the variable 'desire to repurchase' or intention to purchase or some call it 'the desire to visit again', if it is associated with tourist visits to a destination.