Paradigma baru pemasaran pariwisata

PARADIGMA BARU PEMASARAN PARIWISATA

Prinsip & Perencanaan Pemasaran Pariwisata

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Copyright © 2004 by South-Western, a division of Thomson Learning, Inc. All rights reserved.

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A Definition of Marketing Marketing: the process of planning and executing the conception, pricing,

promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives. (Sumber : Boone & Kurtz; 2005)

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products and value with others. (Sumber : Kotler, Bowen, & Makens; 2002)

PEMASARAN merupakan

proses tentang memfokuskan alokasi sumberdaya & tujuan organisasi pada kesempatan dan kebutuhan lingkungan. serangkaian teori, konsep, alat, prosedur, pengalaman

http://www.marketingpower.com/


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Core Marketing Concepts

Needs, wants, and demands

Products

Value, satisfaction, and quality

Exchange, transactions,

and relationships

Markets

Sumber : Kotler, Bowen, & Makens; 2002


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Core Marketing Concepts

1. Pemahaman tujuan & ruang lingkup pemasaran CUSTOMER VALUE ( V = B/C )

2. Pemahaman akan kompetisi KEUNGGULAN KOMPETITIF

3. Pemahaman akan orientasi pemasaran FOKUS

“. . . satisfied customers are the source of all profits and shareholder

value. Customers can choose from whom they buy, and unless the

firm satisfies them at least as well as competitors, sales and profits

will quickly erode. Customer satisfaction should therefore be a

prime objective and measure of the performance of managers.”

(Doyle dalam Gilligan & Wilson, 2003)

“Business decisions

flow back from an understanding of customers rather than from

a financial requirement”.

(Doyle dalam Gilligan & Wilson, 2003)


Marketing’s Future

“It (marketing) encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view.”

Peter Drucker

Marketing has become the job of everyone.



Major Forces to Tourism Destination

Destination


Scope of marketing functions

(Kotler,2000:p395)

Attractivenessof the market

offering

Attractivenessof the market

offering

Product features and quality

Services mixand quality

Value-based prices

KOMPETENSIYG SPESIFIK

SWPASAR

SASARAN

OT

PosisiStrategi

PILIHAN RASIONAL

PEMANFAATANPELUANG

PEMANFAATANPOTENSI

Kemampuan organisasi pemasaran pariwisata

Implementasi program yg aplikabel thd situasi kompetisi

Sulit untuk di-duplikasi

Superior dalam persaingan

INSIDE – OUTPROCESSES

OUTSIDE – INPROCESSES

Spanning processes

InternalEmphasis

ExternalEmphasis

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External socioeconomic/political/physical environment and competitors' actions

Destination Marketing Organization

(Dinas/Kantor Parsenibud)

Marketing Communication (Public)

Industry opportunity sets Consumer opportunity

sets Destination opportunity

setsTargeted customers

Organization in the tourism industry

Tourism industry promotional activities

Marketing researchAnd intelligence

Marketing researchAnd intelligence

Policy, strategy, marketing plans

Policy, strategy, marketing plans

Communication, information, advice

Communication, information, advice

Sumber : Modifikasi Middleton & Clarke (2001:338) dan Stabler dalam Ashworth & Goodall (1990:25)


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Production Concept

Product Concept

Selling Concept

Marketing Concept

Societal Marketing Concept

• Consumers favor products that are available and highly affordable.• Improve production and distribution.

• Consumers favor products that offer the most quality, performance, and innovative features.

• Consumers will buy products only if the company promotes/ sells these products.

• Focuses on needs/ wants of target markets & delivering satisfaction better than competitors.

• Focuses on needs/ wants of target markets & delivering superior value.

Marketing Management Philosophies

Konsep PEMASARAN STRATEGISproses pengembangan strategi pemasaran berdasarkan pada

market-driven (keadaan pasar / lingkungan)


Strategic planning is the process of developing

and maintaining a feasible fit between

the organization’s objectives, skills, and resources

and its changing marketing opportunities.

Strategic planning is the process of developing

and maintaining a feasible fit between

the organization’s objectives, skills, and resources

and its changing marketing opportunities.

The Role of Marketing in Strategic Planning



Strategic Planning versus Tactical Planning

Strategic planning is the process of determining an organization’s primary objectives, allocating funds, and then initiating actions designed to achieve those objectives

Tactical planning is the process of defining implementation activities that the firm must carry out to achieve its objectives


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Nontraditional Marketing

Person MarketingEfforts to cultivate the

attention, interest, and preferences of a target market toward a celebrity or authority figure


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Place MarketingAttempt to attract

customers to particular areas

Michigan ad promotes the State as a good business location


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Event MarketingThe marketing of sporting, cultural, and

charitable activities to Selected target markets


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Organization MarketingInvolves attempts

to influence other to accept the goals of, receive the services of, or contribute in some way to an organization.

Boy Scouts of America ad targets volunteers as one of its multiple publics


Critical Thinking and Creativity

Challenges presented by today’s complex and technologically sophisticated marketing environment require critical-thinking skills and creativity from marketing professionals

Critical Thinking refers to the process of determining the authenticity, accuracy, and worth of information, knowledge, claims and arguments

Creativity helps to develop novel solutions to perceived marketing problems


The Technology Revolution in Marketing

Technology: Application to business of knowledge based on scientific discoveries, inventions, and innovations

Interactive marketing refers to buyer-seller communications in which the customer controls the amount and type of information received from a marketer


The Internet is an all-purpose global network composed of more than 50,000 different networks around the globe that allows those with access to a computer send and receive images and text anywhereThe World Wide Web

Broadband technology is extremely high speed, always-on Internet connection

Wireless Internet connections for laptops and PDA’s

Interactive Television Service


From Transaction-Based Marketing to Relationship Marketing

Transaction – based marketing (Simple exchanges)

Relationship marketingHoliday Inn building a

relationship beyond selling a place to sleep


Developing Partnerships and Strategic AlliancesStrategic alliances: partnerships between

organizations that create competitive advantages

Pentingnya RELATIONSHIP STRATEGY

The rationale

Value-enhanchingopportunities

EnvironmentalTurbulence & diversity

Skills andResource gaps

resiko

Kompleksitas teknologi Kendala finansial Kendala akses ke pasar Perkembangan teknologi informasi

MOTIF

Pentingnya RELATIONSHIP STRATEGY

The rationale

Value-enhanchingopportunities

EnvironmentalTurbulence & diversity

Skills andResource gaps

Kompleksitas teknologi Kendala finansial Kendala akses ke pasar Perkembangan teknologi informasi

MOTIF

resiko

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Ethics and Social Responsibility: Doing Well by Doing Good

Increased Employee Loyalty

Better Public Image

Market Place Success

Improved Financial Performance Shell Oil Promotional Message

Recruiting Mentors for Inner City Youth


Criticisms of the Competitive Marketing System Marketing costs are too high The marketing system is inefficient Marketers and the business system collude and

commit price-fixing Firms deliver poor product quality and service Consumers receive incomplete, false, and/or

misleading information The marketing system produces health and safety

hazards Marketers persuasively promote unwanted and

unnecessary products to those who least need them

29Sumaryadi

(Gilligan & Wilson, 2003)

ANALISIS PESAING

Kemampuan menciptakan kesempatan melalui daya

beda

ANALISIS INTERNAL

Pemberdayaan sumber dan kapasitas

ANALISIS PASAR

Penajaman segmentasi pasar

Perlakuan terhadapDAYA BEDA PRODUK

Perlakuan terhadapSEGMEN PASAR YANG

TAJAM

PENANGANAN THD DINAMIKA LINGKUNGAN & SINERGI PELAKSANAAN PEMASARAN PARIWISATA

(Modifikasi Model Kaynak)


Kesimpulan Pemasaran pariwisata mencakup kegiatan strategis maupun operasional. Strategis

dalam hal penyelesaian masalah secara keseluruhan sehingga bersifat sistematis & operasional, tidak memfokuskan pd teknik yg digunakan melainkan pada hasil yg dapat dicapai shg bersifat pragmatis.

Aktivitas pemasaran pariwisata terus berkembang, yg diperlihatkan melalui berkembangnya cakupan bauran pemasaran.

Berkembangnya market-driven marketing & business-driven marketing.

Aktivitas marketing harus mampu melingkupi pasar & bisnis suatu perusahaan. Dalam konteks ini peran marketing intelligence & sistem informasi pemasaran sebagai penyedia informasi menjadi sangat penting.

Marketing dilakukan dengan semakin result-driven, efektif, dg teknik yg semakin rinci & sophisticated.

Marketing berevolusi dg mengarah pd analisa thd trend yg timbul, validasi, & kontrol thd trend tsb. (broad trend, relevant trend, & spesific trend)

Meningkatnya peran teknologi dlm aktivitas marketing


Kesimpulan

Prinsip-prinsip dalam pemasaran pariwisata dengan paradigma baru :

Pengambilan keputusan yg didasari pada penilaian masalah secara menyeluruh, tidak membagi masalah menjadi beberapa bagian, serta melakukan penilaian kembali.

Pemahaman akan visi konsumen di masa datang menentukan berbagai kegiatan marketing yang akan dilakukan.

Marketing intelligence merupakan suatu keharusan

Aktivitas marketing tidak hanya dilakukan oleh departemen marketing

Strategi & operasi marketing dilakukan secara simultan & sistemik.

Melanjutkan misi yang telah ditetapkan.

TERIMA KASIH

36Sumaryadi

Paradigma baru pemasaran pariwisata

Education

Transcript of Paradigma baru pemasaran pariwisata