ANALYZING OF MARKETING STRATEGY FORMULATION IN INDONESIA TRAVEL AND TOURISM COMPETITIVE INDEX ADVANTAGES

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.