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Mice Tourism Development Strategy: Makassar City Advances in Economics, Business and Management Research, volume 75 1st International Conference on Materials Engineering and Management - Management Section (ICMEMm 2018) Mice Tourism Development Strategy: Makassar City 1st Nasrullah 2nd Usman Rendra 3rd Moh. Hatta Tourism Diploma Study Program, Tourism Diploma Study Program, Tourism Diploma Study Program, Sains and Economic Faculty Sains and Economic Faculty Sains and Economic Faculty Fajar University Fajar University Fajar University Makassar - Indonesia Makassar - Indonesia Makassar - Indonesia [email protected] [email protected] [email protected] th th 4 Erna Cahyani 5 Irfan Palippui Tourism Diploma Study Program, Tourism Diploma Study Program, Sains and Economic Faculty Sains and Economic Faculty Fajar University Fajar University Makassar - Indonesia Makassar - Indonesia [email protected] [email protected] Abstract - This paper explores the applicability of MICE Indonesia on # 11 with the number of activities tourism development strategy. To plan and implement meeting by as much as 896. this, different management and decision making tools Now large cities in Indonesia become a were used including literature study, surveys and destination city MICE such us Bali, Jakarta, interviews as well as SWOT analysis. A series of interviews was conducted in order to identify actions Yogyakarta and Bandung. taken by governmental bodies responsible (e.g., Makassar Department of Tourism). In addition, the stakeholders of the MICE were surveyed and interviewed to assess the rate of fulfillment of MICE tourism development in the Makassar City. Results showed that the existing MICE tourism activities in the Makassar city did not conform to main MICE tourism destination requirements. Thus, a SWOT analysis was used to identify the required management strategies to improve the MICE tourism activities in the Makassar city. Keywords: MICE, Destination, Tourism, SWOT I. INTRODUCTION Fig. 1. MICE Destination Zoning MICE (Meeting, Incentive, Conference, and Exhibition) is growing rapidly in Europe and North Proven by obtaining data from Statistical America. This is evidenced by the MICE sector Report on Visitor Arrivals to Indonesia 2009 – progress since 1994-1998 has increased annually 2011, which mentioned that foreign tourists to visit reaching 31%12. The activity of MICE has opened Indonesia to MICE reach 40.09% while for 53.15% 5 up new jobs, not just create a seasonal workforce of tourists and other 6.76% . Makassar city is one of alone but also has created a permanent job for many the top ten city destinations MICE are on the five in 10 people who have the ability, not unlike the many Indonesia . Astronomically, Makassar Municipality tourism businesses were created in the developing is located between 119º24’17’38” East Longitude countries. The increase in industrial activities in and 5º8’6’19” South Latitude, in terms of Europe and North America also continued into the geographic position, Makassar Municipality has Asia Pacific and the Middle East. This is evidenced boundaries as follows: North – Maros Regency; by the number of meetings per country in the Asia- South – Gowa Regency; West – Makassar Strait; Pacific and the Middle East including Indonesia is a East – Maros Regency. The area of Makassar country based on data from the ICCA (International Municipality is 175,77 square km whice include 15 Congress and Convention Association) put district, In administrative, Makassar Municipality Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). 187 Advances in Economics, Business and Management Research, volume 75 has 15 district, these include: Mariso, Mamajang, Achieving MICE tourism development, there Tamalate, Rappocini, Makassar, Ujung Pandang, are a few things to note, among others: Wajo, Bontoala, Ujung Tanah, Tallo, Panakkukang, Accessibility, Image Destinations, Stakeholder Manggala, Biringkanaya Tamalanrea, and Support, interesting places, Meeting facilities, large- Sangkarrang District. The geographical advantage it scale facilities, State of the environment-friendly gives particular influence to increased visits to the accommodations, on-site exhibits and city of Makassar2. professionalism Human Resources (HR)8. Now, the number of rooms at the all hotel stars Therefore, here in the implementation of MICE to the top in the city of Makassar as much as more tourism development was examined through than 500 rooms. In terms of accessibilities, interviews with governmental bodies, officials, and infrastructure and facilities, the city of Makassar did staff. In addition, the users were also taken into have adequate infrastructure and facilities for MICE consideration so as to reveal their experience and activities, so it is not wrong if the past five years discover how well the current management and occupancy rate of hotels in the city of Makassar activities satisfy their demands by utilizing dominated by participants of the MICE. Good interviews and surveys. Plus, since stakeholders is organization of the MICE from local government as an essential element in MICE tourism development, well as from segment markets nationally and a interview was carried out to obtain their internationally. Facilities and infrastructure became comments. a cause factor Makassar city as a tourist destination As the results unveiled a gap between what like the MICE infrastructure that is a smooth should be and what happens to be, a SWOT analysis Highway and highway accessibility, i.e. first-class was carried out so as to wisely implement the MICE seaport and airport as well as international scale tourism development in Makassar city in the future. Convention centers that can accommodate more Thus, this analysis focuses on the strengths and than 2,500 people. In addition, the supporting weaknesses (internal factors) as well as facilities such as food and the presence of MICE opportunities and threats (external factors) in this Trans Studio becomes a value added of Makassar as Makasssar city regarding MICE tourism the host organization of the MICE4. development and the corresponding strategy. Regarding MICE tourism in Makassar city, there are some prior studies have attempted to do. II. RESEARCH METHOD Arifin tried to identify the potentials of convention A. Study Area or MICE tourism in Makassar city of South Makassar city is one of the fourteen city Sulawesi using qualitative descriptive evaluation destinations MICE are on the five in Indonesia methods. This research concluded that Makassar Makassar is a City Municipality and the capital of 7 city has good potentials on the MICE industry. As a South Sulawesi province . metropolitan city, Makassar city can play the role to be one of the conventions or MICE tourism destination in Indonesia. Because Makassar has compleated facilities for the convention activities such as conventions center, stars hotels, international airport and others. Those potentials cannot be exploited well without supported by the government and other stakeholders. The convention or MICE tourism potential has to be managed comprehensively, professionally and optimally1. Fig. 2. Makassar's MICE competitiveness Dewi investigated the role of the tourist activity of However, fact the tendency of hotel room convention/MICE in Makassar city. Where the occupancy rate in Makassar that still relies on the influence of the tourist activity of convention/MICE activities of the Meeting, Incentive, Conference, and in Makassar city plays a role in the increase in the Exhibition (MICE). Hotels still rely on MICE, but it length of stay and how the role of the business is rarely held on holidays. Now, the number of sector as the MICE was the main income of the rooms available in the city of Makassar around more hospitality industry in the city of Makassar3. than 600 rooms5. In terms of infrastructure and 188 Advances in Economics, Business and Management Research, volume 75 facilities, the city of Makassar did have adequate tabulated in the Internal Factor Analisys Summary infrastructure and facilities for MICE activities, so it matrix (IFAS) and the latter was tabulated in the is not wrong if the past five years occupancy rate of External Factor Analisys Summary (EFAS). Next, hotels in the city of Makassar dominated by these factors were weighed and scored and the final participants of the MICE. Good organization of the score was calculated. The following section MICE from local government as well as from elaborates the scoring process for S and W: segment markets nationally and internationally. a) The factors were given a coefficient between Facilities and infrastructure became a cause factor 0 and 1, standing for “not important” and Makassar city as a tourist destination like the MICE “most-important”, respectively. This infrastructure that is a smooth Highway and coefficient represents the relative highway accessibility, i.e. first-class seaport and significance of the factor in success rate and airport as well as international scale venue activities is represented by this term; weight in the i.e. building Celebes Clarion Convention Center and IFEM. Despite the fact that each factor is Convention Hall. In addition, the supporting considered an internal strength or weakness, facilities such as food and the presence of MICE the more effective the factor in strategy Trans Studio becomes a value added of Makassar as MICE tourism development, the higher
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