Bandung City: A Tourism Marketing Strategy - Research Paper Example

?Executive Summary Tourism is now one of the growing and important industries around the world, where every country has made a mark of developing andgradually unfolding their own tourism industry. Specifically, Bandung city is one of the said places that undergo certain progress in its tourism economy. Bandung is a city located at the west Java of the country Indonesia, where people there are very fortunate to experience and view the amazing natural sceneries. However, the main attraction of the city was not the natural surroundings but the modern and trending fashion and culinary industries, such as quality shoes and jeans. Nevertheless, this paper had focused on a proposed marketing strategy to the tourism enhancement and progress of the natural tourist spots in the city of Bandung. Moreover, this paper briefly tackled the tourism life cycle and tourism strategy in Bandung city, through the utilization of existing research and secondary datas. Based on secondary research, this report has determined a target market population of nature oriented and married Australian couples who prefer to spend their vacation near Australia. This paper tackles the branding principles, branding slogan and logo, integrated marketing communications (IMC) objectives, and media promotion in order to capture the target Australian travellers for Bandung’s tourism industry. Bandung City: A Tourism Marketing Strategy Nowadays, tourism is one of the biggest and extensive industries around the globe, redounding about six trillion dollars per annum to the overall universal wealth and resources. Moreover, according to the World Travel and Tourism Council (2012), in the next decade, it is expected for the tourism industry to increase four percent annual average leading to ten trillion dollars per annum to the global economy. As a result, different countries are now in the state of developing their individual tourism economy through marketing strategy, which allows tourism related agencies to design an effective and efficient plan that will aid the organization in obtaining the marketing goals and to endure a beneficial competition (Tsiotsou & Goldsmith, 2012). In line with the developmental progress of global tourism, this report will solely focus on the feasible and practical plan for the development of Bandung City in Indonesia. The report will tackle on Bandung City tourism and current market segmentation, with the purpose to define and determine the prospective foreign travel market, and to propose a possible marketing strategy and promotion. Bandung Profile Tourism Area Life Cycle Bandung serves as the fourth largest city in Indonesia, and it served as the main metropolis of west Java. This city used to be an urban residency known as “Paris de Java” for foreign citizens, but later developed expeditiously as a center for fashion, and cuisine industries. For the past years, the tourism of Bandung was blooming and progressing until it had achieved a relatively higher tourist population of 6,712,824 for 2011 compared to the population in year 2010 (Sanusi, 2012). Despite these developments, the city of Bandung still manages to maintain its historic markings together with the various cultural influences, such as Sundanese, European, and Chinese traditions, as part of their present-day tourism strategy. As a result, Bandung is renowned with its ideals in fostering the significant values of historic memorial constructs, buildings, and milestones in accordance to the current trends, lifestyles, and fashion in modern societies (Lonely Planet, 2009; World Guides, n.d.). Market Penetration Growth Strategy Moreover, the city of Bandung has also boasted the pride of having wonderful and spectacular sceneries, where tourists can enjoy a worthwhile vacation. The majority of Bandung’s sceneries are beautiful natural landmarks that only in this city can be experienced and seen before the eyes of the tourist (Gao & Zhang, 2009). Accordingly, the government of Bandung has envisioned penetrating and making use its different natural tourist destination, together with cultural and modern influences (Bandung Tourism, n.d.). In line with this objective, this report will focus on the penetration of available products and markets to ensure that the proposed market strategy will meet Bandung’s tourism objectives. Market Segmentation The division of the overall population of tourist depending on similar attributes is in four categories, and these are geographic profiles, demographic profiles, psychographic profiles, and behavioristic profile (NetMBA, n.d.). In the geographic and demographic profiles, the city of Bandung’s foreign visitors are both males and females that are usually lower to middle grade Malaysians, Singaporeans, Chinese, Americans, and Australians, with an age range of 5 years old to 65 years old and above (Investors Daily, 2012; Universitas Pendidikan Indonesia, 2012). Moreover, this population of Australian tourists prefers to visit Bandung with the motivation to seek historical and cultural knowledge, enjoyment, entertainment, adventure, and recreational activities. Lastly, the purpose for tourists travelling to Bandung is to experience and see the beauty of the city’s tourist spots with the intention of spending family vacations and couples’ romantic getaways, such as viewing the different natural spots, shopping spree, and food trips (Hsu, Killion, Brown, Gross, & Huang, 2008; Pikiran Rakyat Online, 2012). Australian Travel Market According to the Tourism Research Australia (2011), there is an increase in the number of Australian citizens who preferred to travel outside but near Australia in an inexpensive cost such as in Indonesia. Furthermore, according to Insignia Marketing Research (2007), some Australian tourists are culturally oriented (27%) because they want to see historic places (76%), food trip (67%), sight some old building and houses designs (66%), see museums and galleries (55%). On the other hand, some Australian tourists are nature oriented (33%) because they want to see magnificent mountains and volcanoes (50%), see beautiful rivers, springs or waterfalls (52), outdoor hiking (31%), and agricultural tour (23%) (reference). Consequently, based on this statistical trends, this report focuses its market strategy to capture the attention of Australian tourist who are nature oriented in considering Bandung as one of their tourist destination in Indonesia because this is the place where Australian travelers can see and experience their individual preferences. Proposed Target Market Bandung is the appropriate place for both male and female Australian nature lovers to spend their ideal vacation near in Australia. Specifically, the Australian travelers for Bandung are those married couples who are 50 years old and above that seek to experience a place where natural surroundings are the valued assets of such vacation place. Moreover, these target Australian couples are those who are professional Australian travelers who generate a household income of AU$50,000 and above (middle to upper class Australians), but more likely will choose and spend a vacation accommodation that ranges an appropriate enough price trip at around AU$1,500 average expenses that includes an average of 10 nights stay(Insignia Marketing Research, 2007; Bandung Tourism, n.d.). Marketing Mix Evaluation Based on the proposed target market, the Australian travellers can experience the amazing beauty of Bandung’s natural heritage. Specifically, the Australian travelers can take a view and feel the excitement with Bandung’s natural heritage that consisted of amazing volcano with its crater (e.g., Tangkuban Perahu & Kawah Puti), waterfalls from a wider ranging view (e.g., Curug Omas), marvellous natural park (e.g., Taman Hutah Rayah Ir. H Djuanda) (Bandung Tourism, n.d.). In terms of travelling, Australian travellers prefer to reserve their travel settlement through travel agencies. Consequently, Bandung government may collaborate with travel agencies in Bandung and Australia, in which Australian travelers can certainly be accommodated with an appropriate price of different packages through psychological pricing. Moreover, it is also good to utilize mixed bundling together with psychological pricing in order to influence the Australian travellers who choose to travel as a group. Lastly, Bandung’s government and travel agencies may take priority in educating fluent English speaking tourist guides in order to provide a high class interpersonal and communication skills towards the Australian travelers. Moreover, government also need to teach the citizens in Bandung to speak English and also good communication skills in order to help them sell their own products to the foreign travellers. Branding Branding Positioning and Image Bandung’s image is seen as a place where natural environment are preserved and can be experienced by different tourists. Furthermore, geographically speaking, Australia and Bandung City are 3, 451.65 kilometers away from each other (DistanceFromTo, n.d.). Consequently, in order to attract Australian travelers in visiting Bandung city, it is best for the government of Bandung to provide a branding principle and structured image with regard to Bandung's natural tourism. Branding Personality and Value The proposed branding strategy for Bandung considers two branding characteristics, and these are intellectual and emotional branding. Intellectual branding refers to the branding value that focuses on how to attract Australian travelers with the use of logical strategy, (semicolon not comma) on the other hand, emotional branding refers to the branding value of what it positively feels to visit the city of Bandung (Morgan, Pritchard, & Pride, 2010). Consequently, the important theme of establishing a branding principle is to relay an information that focuses on what the tourists will gain in their voyage to Bandung and what to expect, in terms of the surroundings, the people, and most especially the travel expenses. Branding Slogan and Logo The proposed branding slogan for Bandung is “Discover Bandung 2013,” specifically, the word “Discover” serves as an invitation for travellers to come and visit the wonderful Bandung places, in which people can see different astounding and amazing natural sceneries and experience a stupendous and huge welcome from the Bandung people. The suggested logo design for Bandung is in color green where it represents the wonderful and relaxing nature of Bandung. Moreover, to add up for the natural representation of the color, the logo for Bandung is depicted with a single big flower that will represent Bandung as the so called flower city in Indonesia (see Appendix A). IMC Objectives and Media Promotion In order for Bandung to enhance, the city needs to establish and introduced its tourism industry to Australian travelers through a heightened cognizance action plan by the government. Australian travelers can be made informed to the tourism of Bandung through the use of media advancement. According to Insignia Marketing Research (2007), Australians are prompted to visit Asian countries through the stories and narratives of friends and family (53%), however, online travel surfing (18%) and tour shows in television (13%), such as the Getaway show also served as a medium for awareness. Accordingly, the tourism of Bandung may provide media promotion through travel shows, in which the government will feature a segment to what Bandung looks like and what Bandung has to offer to their foreign visitors. These will include the touring packages, accredited travel agencies, and most especially the accommodation and warmth welcome of the people. Moreover, a formal and creative travel website for Bandung, in which it is an English website consists of Bandung’s history, beautiful pictures, well written English narratives, video clips, and also websites of accredited travel agencies. Lastly, in order for Bandung to create a long lasting memory for Australian visitors, the government should establish a Bandung magazine for travelers’ souvenir consisting of English history, map and places, pictures, message from the mayor and also English stories from the people (Kokemuller, n.d.). Conclusion Bandung is indeed blessed with an amazing and spectacular cultural and natural heritage. Mainly, this city has wonderful and majestic natural surroundings to offer, where visitors can relax, enjoy, and experience a worthwhile vacation. However, not much have been done to enhance and develop the tourism industry in this said city, especially strengthening the natural tourist spots. Indeed, Bandung has the cultural and natural heritage that people can be proud of, but the central attraction within this city are not these said assets but the modern trends, such as fashion and culinary industries. Consequently, through the use of this proposal, the cultural and natural heritage of Bandung can be widely exploited through the use of proper and effective marketing strategy. References Bandung Tourism. (n.d.). Strategic plan of tourism office. Retrieved from http://bandungtourism.com/gov_plan_e.php DistanceFromTo. (n.d.). Distance from Indonesia to Australia. Retrieved from http://www.distancefromto.net/distance-from/Indonesia/to/Australia Gao, B.W., & Zhang, Q.H. (2009). Dream Destination: A concept of perception of leisure travellers. University of Massachusetts – Amherst. Retrieved from http://scholarworks.umass.edu/cgi/viewcontent.cgi?article=1177&context=refereed Hsu, C., Killion, L., Brown, G., Gross., M. J., & Huang, S. (2008). Tourism marketing: An Asia-Pacific perspective. Milton, QLD: John Wiley & Son Insignia Marketing Research. (2007). Australia consumer and travel trade: Final report. Retrieved from http://www.jti.gov.bc.ca/research/ResearchByMarket/pdfs/ all_market_research/Australia_Consumer_Travel_Trade_Research.sflb.pdf Introducing Bandung. (2009, February 17). In Lonely Planet online. Retrieved from http://www.lonelyplanet.com/indonesia/java/bandung Investor Daily. (2012). Jumlah wisatawan China ke Jabar peringkat tiga. Retrieved from http://www.investor.co.id/tourism/jumlah-wisatawan-china-ke-jabar-peringkat-tiga/35838 Kokemuller, N. (n.d.). What are IMC objectives. Retrieved from http://www.ehow.com/info_8526492_imc-objectives.html Morgan, N., Pritchard, A., & Pride, R. (2010). Destination Branding: Creating the Unique Destination Proposition (Rev. Ed.). Burlington, USA: Elsevier Ltd. NetMBA. (n.d.). Market segmentation. Retrieved from http://www.netmba.com/marketing/market/segmentation/ Pikiran Rakyat Online. (2012). Tourists arrivals to increase 12 percent Bandung. Retrived from http://www.pikiran-rakyat.com/node/171584 World Travel & Tourism Council. (2012). Travel and tourism: Economic impact 2012. Retrieved from http://www.wttc.org/site_media/uploads/downloads/world2012.pdf Sanusi. (2012). Tourist arrivals to Bandung figures translucent 4 million people. Retrieved from http://disparbud.jabarprov.go.id/applications/frontend/index.php?mod=news&act =showdetail&id=661 Tourism Research Australia. (2011). State of the industry 2011. Retrieved from http://www.ret.gov.au/tourism/Documents/nltts/State_of_the_Industry_2011.pdf Tsiotsou, R. H., & Goldsmith, R. E. (2012). Strategic marketing in tourism services (1st e.d.). Bingley, UK: Emerald Group Publishing Limited. Universitas Pendidikan Indonesia. (2012). Chapter 1. Retrieved from http://repository.upi.edu/operator/upload/s_kom_056073_chapter1.pdf World Guides. (n.d.). Bandung landmarks and monuments: Bandung, West Java, Indonesia. Retrieved from http://www.bandung.world-guides.com/bandung_landmarks.html Appendix A: Proposed Bandung Slogan and Logo - “Discover Bandung 2013” Read More