Promotion Optimization Model

Marketing-Integrated as a Strategy to Increase Destination-leisure

Visit on a Tourist Object in the District Ciamis

Amirudin

, Heri Setyawan

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: 10.5220/0010572500003153

In Proceedings of the 9th Annual Southeast Asian International Seminar (ASAIS 2020), pages 133-137

ISBN: 978-989-758-518-0

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

o Policies and Pro

rams Expected results

1 Additional allocation of

the Ministry's APBN

Tourism and Creative

Economy Rp 298.5

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.

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