scholarly journals Potensi Daerah,Promosi, Sarana dan Prasarana Berpengaruh Terhadap Keputusan Berkunjung Wisatawan Mancanegara dan Implikasinya Terhadap Strategi Segmentasi dan Positioning

2020 ◽  
Vol 1 (2) ◽  
pp. 176-187
Author(s):  
St. Asmaul Husna Syah ◽  
Pratiwi Juniar Ahmad Gani
Keyword(s):  
Target Markets

Tujuan penelitian ini untuk menjelaskan 1) obyek wisata berpengaruh terhadap keputusan berkunjung wisatawan mancanegara; 2) promosi berpengaruh terhadap keputusan berkunjung wisatawan mancanegara; 3) sarana dan prasarana berpengaruh terhadap keputusan berkunjung wisatawan mancanegara; 4) faktor eksternal berpengaruh terhadap keputusan berkunjung wisatawan mancanegara; 5) segmen-segmen pasar wisata diidentifkasi berdasarkan persepsi wisatawan terhadap manfaat yang dicari; 6) terdapat hubungan yang bermakna antara sejumlah variabel deskriptor (segmen descriptor) dengan segmentasi pasar  wisata Sulawesi Selatan; 7) implikasi dari masing-masing segmen pasar wisata terhadap strategi penentuan pasar sasaran (targeting) dan strategi memposisikan (positioning) daerah tujuan wisata di Sulawesi Selatan. Penelitian ini mengkaji hubungan antar variabel sehingga termasuk dalam explanatory research. Lokasi penelitian ini adalah daerah tujuan wisata Sulawesi Selatan dengan target populasi wisatwan mancanegara. Ada tiga Kabupaten/kota yang dipilih sebagai daerah tujuan wisata. Populasi penelitian adalah wisatawan mancanegara yang datang berkunjung pada daerah tujuan wisata di kabupaten/kota yaitu sebanyak 165 orang. Analisis Statistik yang digunakan adalah analisis regresi, analisis factor, dan analisis cluster. Hasil penelitian menunjukkan bahwa: 1) atraksi wisata, promosi, sarana dan prasarana serta factor eksternal mempunyai pengaruh secara signifikan terhadap variabel keputusan berkunjung; 2) dari 34 manfaat yang dicari terbentuk 10 faktor daya tarik wisata; 3) dari 165 kasus yang diungkap terbentuk 4 segmen pasar yang potensial bagi daerah tujuan wisata Sulawesi Selatan; 4) persepsi wisatawan mengenai posisi daerah tujuan wisata Sulawesi Selatan terhadap para pesaing utamanya dan harapan para wisatawannya sebelum datang ke Sulawesi Selatan, secara umum di benak pasarnya Sulawesi Selatan ternyata paling ideal diposisikan (positioning) sebagai daerah tujuan wisata etnis dan pantai (beach destination). Akan tetapi mengingat besarnya potensi pasar dari kedua segmen pasar yang lainnya, kedua segmen pasar wisata tersebut perlu dipertimbangkan untuk diraih sebagai sasaran pemasaran  (target markets)  dengan upaya-upaya mereposisikannya (repositioning).

STRATEGI PEMASARAN DALAM PERSAINGAN DESTINASI PARIWISATA

Pringgitan ◽  
2021 ◽  
Vol 2 (01) ◽  
Author(s):  
Suhartapa Suhartapa
Keyword(s):  
Marketing Strategy ◽  
Tourism Destination ◽  
Short Term ◽  
Marketing Program ◽  
Marketing Function ◽  
Marketing Activities ◽  
Tourism Destinations ◽  
Selling Process ◽  
Target Markets

Tourism destination marketing activities begin by selecting target markets, and these activities are referred to as the segmenting and targeting process. Meanwhile, activities to acquire, maintain and develop target markets are called the selling process. And the last thing is creating, delivering and communicating the destination offering is called the positioning process. The process of tourism activities can be in the form of long-term decisions or strategic levels which include the branding, segmenting, targeting, selling and positioning processes. Meanwhile, the short-term activity process or the tactical level is usually called a marketing program in the form of various maneuvers so that the predetermined marketing strategy can run well. Meanwhile, tactical activities, which are usually called marketing programs, are short-term processes aimed at making the marketing strategy run as determined. Activities that are tactical in this marketing program are decisions about the marketing mix. Competition for tourism destinations can be carried out through strategies that optimize the functions of tourism destinations. Like other industries, the function of a tourism destination can be in the form of an operational function and a marketing function. Keywords: Marketing Strategy, Competitive Strategy, Tourism Destination

scholarly journals Study the Effect of Culture on Customer Loyalty on the Target Markets for Successful Export

2017 ◽  
Vol 9 (2) ◽  
pp. 148 ◽  
Author(s):  
Farzad Tarhani ◽  
Solmaz Janfadaei
Keyword(s):  
Cultural Values ◽  
Customer Loyalty ◽  
Cultural Beliefs ◽  
Foreign Market ◽  
Structural Equations ◽  
Cultural Dimension ◽  
Target Market ◽  
Validity And Reliability ◽  
Wide Range ◽  
Target Markets

Export deals with a wide range of environmental factors, customers and competitors that are different with the domestic market. That’s why market research and export promotion require management plans and appropriate procedures to their target markets and audiences. Exporter before entering a foreign market requires that by doing the necessary research on the marketrealizethe type of information required and how to collect it from a country other than their country and study about the cultural dimensions.In fact, differences in the environment, cultural, legal, political, economic, financial, geographic, multinational markets, free trade zones and economic agreements include the level of economic development and the risks and major exporter that they should do an investigation to consider the conditions of satisfaction and thus increase customer loyalty.This applied research was done aims to determine the effect of culture on customer loyalty at target markets for successful export using a descriptive method by a questionnaire that its validity and reliability was calculated. To analyze the issue of structural equations and correlation test was used. Based on the results, this study found a relationship between the cultural dimension, cultural beliefs and cultural values and traditions with customer loyalty at target market.

STRATEGIC AND OPERATIVE LEVEL FRONT-END INNOVATION ACTIVITIES — INTEGRATION PERSPECTIVE

2007 ◽  
Vol 04 (04) ◽  
pp. 433-456 ◽  
Author(s):  
JARNO POSKELA
Keyword(s):  
Decision Making ◽  
Product Innovation ◽  
Innovation Process ◽  
Business Strategies ◽  
Innovation Activities ◽  
Front End ◽  
Top Managers ◽  
Critical Phase ◽  
Strategy Making ◽  
Target Markets

The front-end phase is in the literature generally regarded as the most critical phase of the innovation process. Front-end management has a strategic nature since important decisions related e.g. to target markets and the main functionalities of products are done in the front-end phase. This article examines how the integration of strategic and operative level front-end activities is perceived by top managers in the product innovation context. The findings indicate that companies exploit different strategy-making processes, and that each strategy-making mode is prone to particular integration challenges. The results show that the effectiveness of integration of strategic and operative level front-end activities is dependent on the level of concreteness of the defined business strategies, the amount of business-minded decision making, and the balance between control and creativity.

scholarly journals Designing a Promotional Video as a Tool to Promote Swiss-Belinn Airport Hotel Surabaya to its Target Market

K ta Kita ◽  
2020 ◽  
Vol 8 (2) ◽  
pp. 201-211
Author(s):  
Nathalia Cindy Cindy
Keyword(s):  
Target Market ◽  
Creative Thesis ◽  
Project Report ◽  
Final Project ◽  
Close Proximity ◽  
Short Video ◽  
Promotional Video ◽  
Potential Customers ◽  
Target Markets

This is a Creative Thesis Final Project Report on a problem at Swiss-Belinn Airport Hotel Surabaya (SAHS). SAHS is a hotel that is located strategically in close proximity to Juanda Airport. The hotel has three types of rooms and provide various facilities, such as restaurant, pool etc. The target markets for these products are people who need meeting rooms, and are away on business trips, vacations, and transit. However, the hotel is struggling to reach out to individual guests. Thus, in order to effectively introduce and inform the hotel to a wider population, a tool is needed. A Promotional Video (PV) is a short video or movie to promote a product or service to potential customers. PV can highlight the USP of the hotel. However, due to the current pandemic, creating the promotional video is unattainable. Thus, this thesis would cover interviews for the data and/until the act of creating the plotline for the promotional video.Keywords: Promotional tool, promotional video, USP, target market

scholarly journals THE INTERNATIONAL COMPETITIVENESS AND TARGET MARKETS OF COLOMBIAN BLACKBERRIES

2017 ◽  
Vol 10 (16) ◽  
pp. 23
Author(s):  
Alexander Sellamén Garzón ◽  
Andrés Camacho Murillo
Keyword(s):  
United Kingdom ◽  
International Competitiveness ◽  
International Commerce ◽  
The United Kingdom ◽  
Target Markets

This document analyzes the international competitiveness of Colombian blackberries-raspberries between 2003-2007, as well as its potential markets worldwide resulting from some theories and concepts related to international commerce and competitiveness given by authors such as Bela Balassa (1964 y 1970), Schwartz, M., et al. (2007), and the Corporación Colombia Internacional, among others. The result shows that this Colombian product has a worldwide productive and competitive potential that can motivate exporting it to potential countries like Canada, USA, the United Kingdom and France.

scholarly journals El comportamiento de las exportaciones españolas de vino en los mercados internacionales

2018 ◽  
Vol 18 (1) ◽  
pp. 23 ◽  
Author(s):  
Francesc J. Cervera Ferrer ◽  
Raúl Compés López
Keyword(s):  
Export Performance ◽  
International Markets ◽  
Three Dimensions ◽  
Wine Production ◽  
Production And Consumption ◽  
Target Markets

<p>The different evolution of wine production and consumption in Spain in recent decades has pushed the sector into a model which is highly dependent on international markets. In these circumstances, the variable that determines the viability of many enterprises is the performance of exports. This article evaluates the performance of Spanish wine exports using a set of indicators that measure their diversification, adaptation and competitiveness in target markets. The results show a positive export performance in three dimensions, which contributes to determine the keys to their success, especially in volume, and to guide future strategies.</p>

Crowdfunding Serious Games

2021 ◽  
pp. 112-129
Author(s):  
Christopher Buckingham ◽  
Vanissa Wanick
Keyword(s):  
Game Design ◽  
Serious Games ◽  
Business Case ◽  
Serious Game ◽  
Design Models ◽  
Robust Approach ◽  
Early Stages ◽  
Depth Analysis ◽  
Target Markets

In serious game design, addressing issues related to the value and opportunity of the development of a game is vital in the early stages, creating a more structured and robust approach by exploring the business case. Present frameworks provide an in-depth analysis of game design models but often fail to state the case of predetermined target markets and new funding options for serious game design. Crowdfunding is an emerging funding path for these games and one that leads the vanguard in breaking with traditional forms of raising funding. This chapter aims to help in addressing an existing limitation in the literature by reviewing an existing framework on game design and blending this with the concept of crowdfunding. This chapter proposes the extension of a framework that reflects the possibility for early crowdfunding of a serious game.

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