Abstract:
Tourism has become a very important and dynamic sector both in the world economy and particular in the developing countries. Its growth affects not only the activities directly linked to tourism but also other sectors. Developing countries have been fast growing in tourism industry terms in the world over the last decade.
Tourism is one of the most important sectors in a large number of developing countries. Increases in economic growth, disposable income and leisure time, political stability, and aggressive tourism campaigns, among others factors, have fuelled the significant growth of tourism.
Russia is a big market opportunity for a developing country like Indonesia which holding high potentiality for tourism growth. Considering this matter, the government of Indonesia is trying to increase the number of Russian tourists by shaping the marketing strategy.
The objectives of the study are to analyze Indonesia marketing strategy by using the dimension of tourism as factors to indicate the most influence or significance dimension affecting Russian Tourists decision to choose Indonesia as their travel destination.
The research was conducted from May 25th until August 1st, 2010 at Indonesia Gala Dinner in Moscow, Russia, with the sample of Russian citizen. The mean, standard deviation, and z test were calculated for the data of 54 respondents. The result found that cultural attraction is the most significant variable, while attraction is the most significant dimension influencing Russian tourists‟ decision to choose Indonesia as their travel destination.
