Promotion Optimization Model
Marketing-Integrated as a Strategy to Increase Destination-leisure
Visit on a Tourist Object in the District Ciamis
Amirudin
1
, Heri Setyawan
1
1
Business Administration Department, Politeknik Negeri Jakarta, Depok 16424, Indonesia
Keywords: Business-destination, Business-MICE, Business-leisure, Destination-leisure
Abstract: The World Tourism Organization (UNWTO) predicts business-MICE will recover in 2022 due to the Corona
virus outbreak. So, what should be done? (1) Creating a new branding strategy no worries of corona, enjoy
your holiday to business-MICE players (2) Promoting safety and healthy tourism to international travellers
(3) Supporting destination-leisure players / activists in the tourism industry, for example the government and
banks provide relaxation of bank lending, reduced electricity and water costs, reduced local government tax
levies. (4) Strengthen tourism mitigation SOP (disease outbreaks and natural disasters). Indonesia is a country
prone to disasters, meaning that we are close to natural disasters at any time such as volcanoes, landslides,
floods, or non-natural disasters such as the Covid-19 pandemic outbreak (5) Priority for ecotourism
(combining nature and culture) rather than mass tourism. Because people will be more selective in choosing
private tours than group tours and avoid mass tours (6) Using social media to promote aggressively, for
example via Instagram and Facebook. It is necessary to design a business-leisure information system
application, based on Android, in which, there is a collection of tourism industry data that provides data on
human resources for business-MICE, types of services, attractions, and business-destinations spread across
Indonesia. Apply discounts for aircraft landing and parking fees as well as discounted rental rates for shops
and cargo agents at airports in Indonesia.
1 INTRODUCTION
The World Tourism Organization (UNWTO) predicts
business-MICE will recover in 2022 due to the
Corona virus outbreak. So, what should be done?
2 METHOD
In order to build an integrated marketing promotion
optimization model as a strategy to increase
destination-leisure visits to tourism objects in Ciamis
district the author prepares the following steps (1)
Place and time of research. The research was carried
out in the Ciamis district as a key point by first
stopping at the office-area and head-office of
Kertajati airport, Majalengka and proceeding to the
west position of the airport, namely the Panjalu sub-
district city government office followed by the north
side of Rancah, Banjar and Pangandaran, following
the south side. Kawali and Pangandaran Beach and
finally in Kuningan. To complement the research, a
visit was made to the operator office of the Nusawiru
airport (Pangandaran district) and the Husein
Sastranegara airport, Bandung. (2) Assumption-of-
Research. First, this research work will continue after
the issue of the COVID-19 pandemic has ended
(according to government estimates early April
2020). Second, this study uses a comparison of the
Husein Sastranegara airport which has been operating
for a long time and is managed by PT Angkasa Pura
II and the Nusawiru airport which is managed by PT
Angkasa Pura I, while Kertajati airport is a new
airport that has not been integrated between modes.
The airport operator, the license holder from the
Ministry of Transportation, is PT Bandara
Internasional Jawa-Barat (BIJB) which is currently
commanded by the President Director, Salahudin
Rafi. Meanwhile, the term destination-leisure is
tourism object, community, stakeholders, travelers,
government agencies, employers and employees.
Tangible and intangible-assets. If the relationship
between point Operationalization and Relevance
between Measuring Instruments and between
Amirudin, . and Setyawan, H.
Promotion Optimization Model Marketing-Integrated as a Strategy to Increase Destination-leisure Visit on a Tour ist Object in the District Ciamis.
DOI: 10.5220/0010572501330137
In Proceedings of the 9th Annual Southeast Asian International Seminar (ASAIS 2020), pages 133-137
ISBN: 978-989-758-518-0
Copyright
c
2021 by SCITEPRESS Science and Technology Publications, Lda. All rights reserved
133
variables is linked to point below. (3) Assumption of
Research, the results (outcome) of research will be in
accordance with the research objectives. The
relationship between these two variables the authors
describe it in the form of a relationship diagram. First
Level Hypothesis Testing H0: marketing
optimization as a business-leisure destination strategy
does not show an optimal level of increase in user
effectiveness. (Negative Statement).H1: marketing
optimization as a strategic business-leisure
destination shows an optimal level of improvement in
user effectiveness. (Positive Statement). First Level
Hypothesis Statement: "If the marketing optimization
as a business-leisure destination shows a high level of
user effectiveness, then the strategy to increase visits
through Kertajati international airport is significant".
Second Level Hypothesis Testing. H0: marketing
optimization as a business-leisure destination strategy
does not show an optimal level of improvement in
user efficiency. (Negative Statement). H1: marketing
optimization as a strategic business-leisure
destination shows an optimal level of improvement in
user efficiency. (Positive Statement). Second Level
Hypothesis Statement: "If the optimization of
marketing as a business-leisure destination has a
higher level of effectiveness and efficiency than
through Nusawiru and Husein Sastranegara airports
on a national scale, it shows a significant increase in
tourist visits". Hypothesis testing is carried out in two
strategies, namely the first strategy to test
effectiveness and the second to have efficiency. First,
the author wants to examine the question "is it true
that Kertajati airport has an effectiveness in
optimizing the integrated marketing of business-
leisure destinations beyond Nusawiru and Husein
Sstranegara airports". Second, examining the
question "is it true that Kertajati airport has an
efficiency in optimizing the integrated marketing of
business-leisure destinations beyond Nusawiru and
Husein Sastranegara airports"..
3 RESULT AND DISCUSSION
3.1 Leisure Destination Condition
during the Covid-19 Pandemic
When the preliminary survey of this research was
carried out in early May 20202 the COVID-19
pandemic outbreak was currently underway, which
resulted in the condition of as many as 20 tourist
destinations in Ciamis district showing helplessness.
Managers and visitors to tourist destinations in
Ciamis district experience total paralysis. The local
government of Ciamis district closed all tourist
destinations so that citizens are protected from the
COVID-19 pandemic. According to the respondent,
Pak Sukri was "still closed sir" when the author was
about to talk about the condition of a tourist attraction
in Puncak Bangku which is located in the Rancah sub-
district in early May. When the writer made
observations and wanted to find respondents as
interview subjects, it turned out that none of the
managers and visitors carried out activities around the
location. Likewise, when the writer moved to the
location of Puncak Saninten, which is not far from the
location of Puncak Bangku, about two kilometers
away, it shows the same thing. In the following week
the writer visited Meralaya Hill, which is about seven
kilometers from the town of Rancah sub-district,
which is not much different from the two tourist
attractions that the writer mentioned first. On the
following days the authors visited each tourist
attraction as a follows.
3.2 Expectations of Post-pandemic
Leisure Destination Covid-19.
As expected by all levels of society, as well as tourism
personnel in Ciamis district, they really hope that the
COVID-19 pandemic will soon pass so that the
economy will return to normal. Likewise, President
Joko Widodo's hopes, as quoted from the mass media,
said that in 2021 there would be a boom in the tourism
sector in Indonesia. Because according to President
Jokowi, the corona virus (COVID-19) outbreak in
Indonesia was finished at the end of this year. "I
believe this will only be until the end of the year. Next
year there will be a boom in tourism. Everyone wants
to go out. Everyone wants to enjoy the beauty of
tourism again, so that optimism must be raised,"
Jokowi said in the introduction of a limited meeting
on mitigating the impact of COVID-19 on the tourism
sector and creative economy, Thursday (16/4/2020).
To that end, the government has issued various
stimulus packages from both the central and regional
governments so that the tourism sector will recover
quickly. Much further, the World Tourism
Organization (UNWTO) predicts tourism will
recover in 2022 due to the Corona virus outbreak.
Menparekraf Wishnutama Kusubandio is optimistic
that Indonesian tourism will recover faster than
expected. Tourism is considered to be the most
battered sector after Indonesia was hit by the Corona
virus. Wishnutama prepared a number of steps so that
tourism in the country would soon recover. "We
believe tourism in Indonesia will recover more
quickly. We are preparing three stages to respond to
the impact of COVID-19, namely emergency
response, recovery and normalization," said Minister
of Tourism and Creative Economy Wishnutama to
reporters in a virtual discussion with reporters, PHRI.
ASAIS 2020 - Annual Southeast Asian International Seminar
134
and Asita with the theme 'Industrial Steps to Respond
to the COVID-19 Outbreak, this week. As a response
to the response to COVID-19, the government has
issued a policy package as a follows.
Table 1: Policy to accelerate the performance of the tourism
sector
N
o Policies and Pro
g
rams Expected results
1 Additional allocation of
the Ministry's APBN
Tourism and Creative
Economy Rp 298.5
b
illion
Generating
foreign
exchange of
IDR 13 trillion
It is hoped that
with the
incentive
scheme
provided by
the
government, it
will be the
best solution
for the tourism
sector so that
it will have an
impact on the
number of
foreign
tourists
visiting, and
provide more
equitable
welfare for the
community
through
tourism
activities
Accelerate or
attract 736
thousand
tourists from
market-
focused
countries with
high category
average
spending per
arrival
(ASPA),
namely:
Australia at
USD 1,800,
the Middle
East at USD
2,200, and
other markets
2 Incentives for airlines,
travel agents;
incentives inside joint
promotion schemes,
promotional activities
tourism. familiarization
trip (famtrip) and
influencers.
3 Domestic ticket
discounts that can used
by domestic tourists
the average was 51.44
percent for 25 percent
of indoor seating
capacity one flight,
including: 30 percent
discount for 25 percent
quota seats on every
flight to 10 destinations
travel. This is valid for
three months viz March,
April and May 2020.
There is an additional
15.8 percent discount
Avtur from Pertamina.
And 5.64 percent
discounted flight fares
(PJP2u / PSC and NAV)
from AP and Airnav so
total this policy will last
for three months. This
discount applies to
domestic airlines to the
destinations Denpasar,
Batam, Bintan,
Manado, Yogyakarta,
Labuan Bajo, Belitung,
Lombok, Lake Toba
and Malang
4 Encourage the
existence of incentives
in accordance with the
association's proposal
that for the hotel tax and
restaurants in 10
destinationstravel rates
are zero.
such as
America,
Europe and
Asia
5 The government will
subsidize or provide
grants to the
government areas
affected by the decline
tax rates for hotels and
restaurants in the area
amounting to Rp. 3.3
trillion.
6 In the APBN, there are
also IDR 147 billion of
physical DAK for
tourism that arrived
currently unable to use
the region. The plan is
that the DAK will
converted into grants to
the regions so that it can
spur development
tourism.
7 Encourage the
movement of wisnus
with continue to do
promotional campaigns
domestic travel,
encouraging doing
meetings from
government agencies
and corporations in
domestic tourist
destinations.
8 Promote events (music,
sports) that are already
in the country.
On the other hand,
efforts were also made
to attract potential
MICE and events
international so that it
can be held in Indonesia
Meanwhile, the Ministry of Tourism and
Creative Economy has issued Circular Letter Number
3 of 2020 concerning follow-up actions to prevent the
spread of COVID-19 for hotel, restaurant and tourism
managers. (1) Implement Physical Distancing with a
minimum distance of 1 meter in accordance with
WHO and UNWTO guidelines in public spaces. (2)
Check body temperature at least 2 times a day. (3) If
you are not healthy, you should immediately go to the
health facility. (4) Use a mask if you have a cough or
flu. (5) Applying cough / sneezing etiquette: cover
Promotion Optimization Model Marketing-Integrated as a Strategy to Increase Destination-leisure Visit on a Tourist Object in the District
Ciamis
135
your mouth using your inner upper arm or tissue when
coughing or sneezing and immediately throw away
the dirty tissue in the trash, then wash your hands
using soap and water. (6) Clean toilets regularly and
for toilet users, flush the toilet after use. (7) Applying
personal hygiene (washing hands with soap and
water) especially after using the toilet, doing cleaning
work and before and after eating. (8) Wear gloves
when performing cleaning work and when handling
waste. (9) Avoid touching the face area unnecessarily.
(10) Perform cleaning using a disinfectant of the
equipment after use.
4 CONCLUSIONS
Based on these conditions, the right strategy is needed
to be able to recover and move the economy,
especially in the tourism sector. The strategy that can
be done at this time is (1) Creating a new branding
strategy, for example no worries of corona, enjoy
your holiday (2) Using social media to promote
vigorously, for example through Instagram and
Facebook (3) Promoting safety and healthy of tourism
to international tourists (4) Supporting tourism actors
/ activists in the tourism industry, for example the
government and banks providing relaxation of bank
lending, reducing electricity and water costs,
reducing local government tax levies (local
governments) (5) Strengthen tourism mitigation
SOPs (disease outbreaks and natural disasters).
Indonesia is a country prone to disasters, meaning that
we are close to natural disasters at any time such as
volcanoes erupting, landslides, floods, or non-natural
disasters such as the Covid-19 virus pandemic
outbreak (6) Ecotourism tourism priority (combining
nature and culture) compared to mass-tourism.
Because people will be more selective in choosing
tours that are private compared to group tours and
avoid mass tours. Suggestion. It is necessary to design
an Android-based tourism information system
application in which there is a collection of tourism
industry data that provides data on tourism human
resources, types of services, attractions, and tourist
facilities spread across Indonesia. Apply discounts for
airplane landing and parking fees as well as
discounted rental rates for shops and cargo agents at
airports in Indonesia.
REFERENCES
Amirudin et al, 2019: “Strengthening Environment and
Innovation System on Vocational Education in
Supporting 4.0 Industrial Revolution”, Hotel Margo
City, Depok 7 November 2019, organizer Politeknik
Negeri Jakarta
Amirudin et al, 2018: “Strengthening Environment and
Innovation System on Vocational Education in
Supporting 4.0 Industrial Revolution”, Hotel Grand
Savero Bogor 7-8 November 2018, organizer
Politeknik Negeri Jakarta
Amirudin et al, 2017: “The Impact of Sustainable Global
Technology Development on Competitive Researches
and Society Services”, Hotel Santika Depok 2
November 2017, organizer Politeknik Negeri
JakartaBaerentholdt, 2000: Destination Travel &
Destination, Proceedings of a Conference held at
Roskilde University 17.02.2000. Geography Roskilde
University Working Paper#152/Publication from the
Tourism Research Centre of Denmark, 15-28
Chitty, et.al. (2015), “Integrated Marketing
Communications”, Second Asia Pasific Edition
(Australia: Chengage Learning Australia Pty Limited).
Clow, K. E. & Baack, D. (2012), “Integrated Advertising,
Promotion and Marketing Communications”, England :
Pearson. Jennifer Niederst Robbins (2012), Learning
Web Design 4th Edition, Canada: O'Reilly Media, Inc.
Kotler, P., Haider, D. and Rein, I. 2017: “Marketing
Places”. New York: Free Press.
Christina, R.L., 2017: Efek Perceived Quality of
Performance dari Peripheral Conference Service
terhadap loyalitas peserta pada destinasi konferensi,
perpektif place marketing”, Disertasi Doktor,
Universitas Indonesia
Djamasbi, S., Siegel, M., & Tullis, T.
(2010). Generation Y, Web-design, and Eye Tracking.
International Journal of Human-Computer Studies,
307–323.
Beaird, J. (2010). The Principles of Beautiful Web Design.
Canada: SitePoint.
El-Gohary, Hatem, 2010: E-Marketing - A literature
Review from a Small Businesses Perspective”,
International Journal of Business and Social Science
Framke, W., & Finne, A. & Gronroos, C. (2019),
“Rethinking marketing communication: From
Integrated Marketing Communication to Relationship
Marketing”. Journal of Marketing Communication,
Vol. 5, No. 29.Pp 179-195.
Gartrell, Richard B, 2014. “Destination Marketing for
Convension and Visitor Bureaus”. Iowa: Kendall/Hunt
Publishing Company.
Getz, D., & Cheyne J., 1977: “Special Event Motivations
and Behaviour” in Ryan C., (ed) The Tourist
Experience , a New Introduction, Cassels, London, 136-
154
Heri Setyawan et al: 2014:. ”Bali Sebagai Model
Pengembangan Destinasi MICE di Indonesia”,
ISSN:2339-1553, Jurnal Online Politeknik Negeri
Jakarta.
Khizar, Farooqi, & Rehmat. 2016. “Effect Of Integrated
Marketing Communication Components On Brand
Awareness And Customer Loyality In Beverage
Sectore.” Paradigsm: A Research Journal of
ASAIS 2020 - Annual Southeast Asian International Seminar
136
Commerce, Economics, and Social Sciences. 10(2):64-
73.
Kotler, P., Bowen, J., and Makens, J., 2018: “Marketing for
Hospitality and Tourism”, Prentice Hall: UK
Oliver, R.L., 2017: “Satisfaction, a Behavioral Perspective
on the Customer”, New York, McGraw Hill
Perason, P.H., 1970: “Relationship between Global and
Specified Measures of Novelty Seeking”, Journal of
Consulting and Clinical Psichology, 34:199-204
Piotrow, P. T., Rimon, J.G. II, Payne Merritt, A., & Saffitz,
G., 2017: “Advancing Health Communication”: The
PCS Experience in the Field Center Publication 103.
Baltimore: Johns Hopkins Bloomberg School of Public
Health/Center for Communication Programs
Shoemaker, S., & Lewis, R.C., 1999: “ Customer Loyality,
the future of Hospitality Marketing,” International
Journal of Hospitality Management, 18, 345-370
Smith, P.R 1999: 'Organizing the Unorganizable: Private
Paid Household Workers and Approaches to Employee
Representation' North Carolina Law Review 79 at 45–
110
Smith, Meg and Ewer, Peter 1999: Choice and Coercion:
Women's Experiences of Casual Work (Sydney: Evatt
Foundation). Sociaal Cultureel
Scott, D., 2014: “A Comparison of Visitors Motivation to
Attend three Urban Festivals”, Festival Management
and Event Tourism, 3(3), 121-128
Stephan Dahl Lynne Eagle David Low, 2018: “Integrated
Marketing Communication and Social Marketing”,
Journal of Social Marketing, Vol 5 Iss 3 pp. 226-240
Toyama, M & Yamada, Y., 1996: “The Relationships
among Tourist Novelty, Familiarity, Satisfaction and
Destination Loyalty, Beyond the Novelty Familiarity
Continum”, International Journal of Marketing Studies,
vol 4 no 6 Seminar Internasional (Speaker)
Promotion Optimization Model Marketing-Integrated as a Strategy to Increase Destination-leisure Visit on a Tourist Object in the District
Ciamis
137