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Bandung City: A Tourism Marketing Strategy - Research Paper Example

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This research paper discusses the marketing strategies that are used today in tourism, that is now one of the growing and important industries around the world, where every country has made a mark of developing and gradually unfolding their own tourism industry. …
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Bandung City: A Tourism Marketing Strategy
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Download file to see previous pages 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...
The researcher states that 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. 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, the researcher of this essay 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 and media promotion in order to capture the target Australian travellers for Bandung’s tourism industry. 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. ...Download file to see next pagesRead More
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