Abstract:
The aim of this research are to find Indonesia Travel and Tourism advantages
among ASEAN countries and analyze position of Indonesia travel and tourism
industry in order to find strategy to be applied by The Government of Indonesia
especially the Ministry of Tourism and Creative Economy and businessman of
travel and tourism. Data used are secondary data from 2015 The Travel and
Tourism Competitive Index and 2015 ASEAN Tourism Statistics Database and
obtained from OFGD. The method used in this research is descriptive qualitative.
The data will be analyzed from The Travel and Tourism Competitiveness Index
using a literature study and combine data with SWOT matrix and IE matrix as
analysis tools to determine the strategy. To determine Indonesia position
compared of competitors, CPM matrix used for each indicator. The finding tells
Indonesia has advantages in travel and tourism such as: price competitiveness,
natural and cultural resources and prioritization of travel and tourism. From the IE
matrix Indonesia is mapped in fourth cell, which means that strategies to be
applied is grow and build, consist of market penetration, market development and
product development. The results showed that competitive advantage strategy for
Indonesia Travel and Tourism is to integrate the strategy of QSPM matrix and
SWOT matrix, the 1st is market development, the 2nd is product development and
the 3rd is market penetration.
