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Tourism Development in West Java Province, Indonesia: Adopting the Marketing Approach from Groningen Province, the Netherlands

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Tourism Development in West Java Province, Indonesia: Adopting the Marketing Approach from Groningen Province, the Netherlands TOURISM DEVELOPMENT IN WEST JAVA PROVINCE, INDONESIA: ADOPTING THE MARKETING APPROACH FROM GRONINGEN PROVINCE, THE NETHERLANDS THESIS A thesis submitted in partial fulfillment of the requirements for Double Degree Master Program from The Institute Teknologi Bandung (ITB) and The Rijksuniversiteit of Groningen (RuG) By: Noely Ardya Paramitha RuG Nr. 1578324 ITB Nr. 25404010 DEVELOPMENT PLANNING AND INFRASTRUCTURE MANAGEMENT DEPARTMENT OF REGIONAL AND CITY PLANNING INSTITUT TEKNOLOGI BANDUNG AND ENVIRONMENTAL AND INFRASTRUCTURE PLANNING FACULTY OF SPATIAL SCIENCES UNIVERSITY OF GRONINGEN 2006 TOURISM DEVELOPMENT IN WEST JAVA PROVINCE, INDONESIA: ADOPTING THE MARKETING APPROACH FROM GRONINGEN PROVINCE, THE NETHERLANDS By: NOELY ARDYA PARAMITHA RuG Nr. 1578324 ITB Nr. 25404010 Double Master Degree Programme Development Planning and Infrastructure Management Department of Regional and City Planning Institut Teknologi Bandung and Environmental and Infrastructure Planning Faculty of Spatial Sciences University of Groningen Approved Supervisors Date: August, 2006 Supervisor I Supervisor II (Drs. M. Kavaratzis) (Ir. Haryo Winarso, M.Eng, Ph.D.) TOURISM DEVELOPMENT IN WEST JAVA PROVINCE, INDONESIA: ADOPTING THE MARKETING APPROACH FROM GRONINGEN PROVINCE, THE NETHERLANDS By: NOELY ARDYA PARAMITHA RuG Nr. 1578324 ITB Nr. 25404010 Master Programme of Regional and City Planning Institut Teknologi Bandung Approved Date: August, 2006 Head of Department of Regional and City Planning Institut Teknologi Bandung Double Master Degree Programme Development Planning and Infrastructure Management Department of Regional and City Planning Institut Teknologi Bandung and Environmental and Infrastructure Planning Faculty of Spatial Sciences University of Groningen ----------------------------------------- (Ir. Roos Akbar, M.Sc, Ph.D) For my family: Bapak Dodot, Ibu Nini, Mas Nuki and also, My Mauly ABSTRACT TOURISM DEVELOPMENT IN WEST JAVA PROVINCE, INDONESIA: ADOPTING THE MARKETING APPROACH FROM GRONINGEN PROVINCE, THE NETHERLANDS By: NOELY ARDYA PARAMITHA RuG Nr. 1578324 ITB Nr. 25404010 Tourism is an important factor that can contribute to the economical growth in a country/region. West Java Province has a potential resource for tourism development. This research discusses the application of marketing approach in tourism development in West Java Province, Indonesia. The research tries to find the correlation between the core attraction, infrastructure, and the general condition in the region with the number of tourists that come to that region. This research also tries to recommend adopting the marketing approach in developed country (Groningen Province, the Netherlands) to West Java Province. The methodologies in this research are using two kinds of analysis; quantitative analysis and qualitative analysis. The quantitative analysis is used to identify the variables that influence the number of tourists in West Java Province. The qualitative analysis is used to identify the marketing approach that being is in Groningen Province to be adopted in West Java Province. From this analysis, the recommendation is made according to the findings in this research for the development of tourism in West Java Province, Indonesia. The recommendations are also based on the experience of marketing approach in Groningen Province. Keywords : spatial planning, tourism, city marketing, policy transfer, Indonesia. i GUIDELINE FOR USING THESIS The unpublished master these are regustered and available in the library of the Institut Teknologi Bandung and the University of Groningen, and open for the public with the regulation prevailing at the Institut Teknologi Bandung and the University of Groningen. References are allowed to be recorded but the quotations or summarisations can only be made with the permission from the author and with the academic research regulation for the process of writing to mention the source. Reproducing and publishing some part or the whole of this thesis, can be done with permission from the Director of the Master’s Programme in the Institut Teknolgi Bandung and the University of Groningen. ii PREFACE Observing the development of tourism sector in Indonesia makes me want to reflect my knowledge from my bachelor degree in regional/city planning to analyze the relatively new approach in city planning in the Indonesian planner arena. This new approach is the adaptation from marketing science in selling the products of the city. I obtained the marketing science in one of my classes (Spatial Market Research) in this master degree program from Rijk Universiteit Groningen. Based on this science, I started to put my interest in marketing places or cities. As a foreign student in the Netherlands, I had the opportunity to see how the developed countries manage their tourism sector. Based on the knowledge I gained from bachelor degree program and my interest in city marketing, I started to study tourism marketing because I found that Indonesia has potential in developing this sector from many literatures and observations. I wanted to gain lesson learned from developed country’s experience for the development of Indonesia. This is the starting point for my thesis. Before I wrote my thesis proposal, I fot the assistance from Dr. M.E. Bouwman who introduced me to my supervisor, Drs. M. Kavaratzis and also Prof. G.J. Ashworth as the second reader of my thesis. From Indonesia, I was also helped by Dr. Haryo Winarso as my Indonesian supervisor from ITB. Without them I will never completed my degree. During my study, I was really helped by all my friends from Bandung, Double Degree Group from ITB, my friends in Plutolaan Student House, and all my friends in Groningen City. I would like to say thank you to all my families in Indonesia who pray and support me all this time. I am grateful to the Dutch Government that provides me with the institutional and financial support to finish my study in the Netherlands. And I am particularly very grateful to Allah the Almighty that makes everything possible. Noely Ardya Paramitha August 2006 Groningen iii TABLE OF CONTENT Abstract ______________________________________________________ i Guideline For Using Thesis ________________________________________ ii Preface _____________________________________________________ iii Table of Content _________________________________________________ iv List of Tables and Figures _________________________________________ vi Chapter 1. Introduction __________________________________________ 1 1.1. Background ___________________________________________ 1 1.2. The Research__________________________________________ 4 1.3. Research Goal _________________________________________ 6 1.4. Research Questions _____________________________________ 7 1.5. Research Methodology__________________________________ 7 1.6. Outline ______________________________________________ 10 Chapter 2. Theoretical Background _______________________________ 12 2.1. Tourism and Regional Planning___________________________ 12 2.2. City Marketing________________________________________ 18 2.2.1.Image Building ___________________________________ 20 2.2.2.City Branding ____________________________________ 20 2.3. Advertising/Promotion__________________________________ 21 2.4. Conclusion ___________________________________________ 21 Chapter 3. Relation Between Attraction and Number of Tourists in Indonesia Case _______________________________________ 23 3.1. General Description____________________________________ 23 3.2. The Existing Condition of West Java ______________________ 26 3.2.1.Core Attraction ___________________________________ 27 3.2.2.Supratructures/Infrastructure_________________________ 29 3.2.3.Characteristics____________________________________ 35 3.3. Correlation between Number of Tourists and the Tourist Condition in West Java __________________________________________ 37 3.3.1.Methodology _____________________________________ 37 3.3.2.Domestic Tourists _________________________________ 39 3.3.3.International Tourists ______________________________ 40 3.4. Conclusion ___________________________________________ 42 Chapter 4. Promotional Strategy in the Netherlands _________________ 45 4.1. General Description of Groningen Province _________________ 45 4.2. Methodology _________________________________________ 48 4.3. Promotional Strategy in Groningen Tourism Marketing ________ 48 iv 4.3.1.Interview with Arjan Westerlink (Economy and Tourism Department, Province Groningen) ____________________ 49 4.3.2.Interview with Prof. dr. P.H. Pellenbarg (Groningen University) ______________________________________ 50 4.3.3.Interview with Josee Selbach (Groningen Museum) ______ 53 4.3.4.Interview with Annemieke Wodring (Marketing Groningen) ______________________________________ 54 4.3.5.Interview with Dirk Nijdam (Director of Marketing Groningen) ______________________________________ 55 4.4. Conclusion ___________________________________________ 56 Chapter 5. Conclusions and Recommendations ______________________ 59 5.1. Conclusions __________________________________________ 59 5.2. Recommendations _____________________________________ 61 References ____________________________________________________ 64 Appendices ____________________________________________________ 68 v LIST OF TABLES AND FIGURES LIST OF TABLES Table 1.1 Numbers of International Tourist in Indonesia .................................. 4 Table 1.2 National Income from the International Visitor (2004 & 2005)........ 5 Table 1.3 Independent Factor............................................................................
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