Journal of Indonesian Tourism and policy Studies Vol. 4 No. 2 ISSN 2541-5360 BINTAN ISLAND TOURISM MARKETING STRATEGY BY TOUR DE BINTAN Ariobimo Enggartiasto1, Karin Amelia Safitri2 12 Vocational Education Program University of Indonesia Email: [email protected] ABSTRACT This Journal discusses the analysis of the implementation of marketing strategies carried out in Bintan Island. In this Journal also explained the obstacles that occur in marketing tourism in Bintan Island. This Journal was compiled using data collection and interview research. The results of the research and interviews explained that the strategy carried out to market tourism destinations in Bintan Island was good but there were still obstacles in the marketing process. Keywords: Tourism, Marketing Mix, Marketing, Promotion ABSTRAK Jurnal ini membahas analisis implementasi strategi pemasaran yang dilakukan di Pulau Bintan. Dalam Jurnal ini juga dijelaskan kendala yang terjadi dalam pemasaran pariwisata di Pulau Bintan. Jurnal ini disusun menggunakan pengumpulan data dan penelitian wawancara. Hasil penelitian dan wawancara menjelaskan bahwa strategi yang dilakukan untuk memasarkan destinasi wisata di Pulau Bintan Kata kunci: Pariwisata, Bauran Pemasaran, Pemasaran, Promosi INTRODUCTION 2009 concerning Tourism that tourism Indonesia is a country located in development is carried out in a planned Southeast Asia and is an archipelago. The manner, both at the national, provincial, and number of islands in Indonesia is district/city level. approximately 17,500 islands stretching In the tourism industry, various from Sabang to Merauke. This archipelago types of tourism are being intensified to is spread over 34 provinces in Indonesia. increase tourist visits, one of which is Sport One of the islands is Bintan Island in the Tourism. Sports tourism is a tourism activity Riau Islands Province and directly borders carried out simultaneously with sports with Singapore. The existence of many activities, where the culprit in addition to islands in Indonesia creates many foreign being able to get fitness carried out from tourists who are interested in visiting tourist sports activities can also get the pleasure destinations in Indonesia. Therefore, the obtained from tourist destinations where Central Government is assisted by the they carry out sports activities. Tourism Regional Government trying to advance the activities will not run smoothly if there are tourism industry so that Indonesia is no marketing activities that support and increasingly known abroad and increase disseminate the information. State Foreign Exchange. The tourism The importance of marketing in the industry birth to several industrial fields tourism industry is to increase the number of including Travel Business, Hotels and MICE tourist visits, provide information about (Meeting, Incentive, Convention, destinations in an area, and increase the Exhibition). Each sector of the industry has interest of tourists to visit these tourist their respective roles in the tourism industry destinations. In marketing, there are many and are interrelated with one another. With supporting aspects so that a destination can the increasing tourism industry in Indonesia be quickly recognized and visited a lot. this lately, the government has accelerated aspect is called the marketing mix. In the development which refers to Law No. 10 of marketing mix, there are 5P (product, price, 26 Journal of Indonesian Tourism and policy Studies Vol. 4 No. 2 ISSN 2541-5360 promotion, place, and people). Therefore, and practice themselves such as the authors make a journal titled "Marketing mountain climbing, horse riding, Strategy of Bintan Island Tourism By Tour hunting, fishing, and others. de Bintan 2019" to provide information Standeven and De Knop (1999:12) about marketing carried out to introduce in Weed (2008:15), as written in his tourist destinations on Bintan Island. book "Sport Tourism", sports tourism are all forms of involvement of a person LITERATURE REVIEW both active and passive in sports Definition of Tourism activities, participating as a participant According to Sinaga (2010), Tourism is or in organizing an activity with non- a planned trip, which is carried out commercial purposes to individually or in groups from one place to business/commercial reasons, which another to get a mere satisfaction and require travel from their residence and pleasure. According to Koen Meyers (2009), place of work. Tourism is a travel activity carried out temporarily from the original residence to Definition of Marketing the destination area, but not to settle or earn Melydrum in Sudaryono (2016:41) a living but only to fulfill curiosity, spend explains that marketing is a business leisure or holiday and other purposes. process that seeks to align the Meanwhile, according to Mathieson & organization's human, financial and Wall in I Gede Pitana and Putu Gede Gayatri physical resources with the needs and (2005), tourism is the activity of moving desires of customers in the context of people temporarily out of their homes and competitive strategies. According to offices to carry out activities while in that Kotler and Keller (2016: 27), marketing place, as well as preparing facilities for their is an organizational function and a needs during the holidays. Based on the series of processes to create, above definition, it can be understood that communicate, deliver and deliver tourism is a travel activity carried out by superior customer value. individuals or groups for a while, and aims Meanwhile, according to Hasan to satisfy curiosity and get satisfaction. (2013:4), marketing is the process of identifying, creating and Definition of Sport communicating value, and maintaining Cholik Mutohir (2002) says that relationships that satisfy customers to sport is a systematic process consisting maximize company profits. From the of every activity and effort that can various definitions above, it can be foster or even develop one's physical concluded that marketing is a business and spiritual potential as individuals, or process that functions to create, even members of the community. communicate, and fulfill what Meanwhile, according to Hans Tandra customers need. (2008) sport is any regular and rhythmic body movements that aim to improve Definition of Marketing Strategic and enhance the fitness of the culprit's Stanton (2012) explains that the body. definition of marketing strategy is something that encircles all systems that Definition of Sport Tourism have a relationship with objectives and Sports tourism according to determine the price of switching and Spillane (1987:30) can be divided into delivering products (goods or services) two categories, namely: (1) Big sport that can satisfy consumers. According events, namely major sporting events to another opinion, such as Tjiptono such as Olympic games, world ski (2012:6), a marketing strategy is a championships, world boxing fundamental tool that is planned to championships and other sports that achieve company goals by developing attract attention, not only on the sustainable competitive advantage sportsman himself but also thousands of through the markets entered and spectators or fans. (2) Sporting tourism marketing programs used to serve the of the practitioners, namely sports target market. Meanwhile, according to tourism for those who want to practice Kurtz (2013:42), Marketing strategy is 27 Journal of Indonesian Tourism and policy Studies Vol. 4 No. 2 ISSN 2541-5360 an overall company program to Location is the place where a determine target markets and satisfy company operates or where a consumers by building a combination of company conducts activities to elements of the marketing mix: produce goods and services that are products, distribution, promotion, economically important. The people and prices. definition was stated by Fandy Tjiptono in Wahyudi (2014:7) Definition of Marketing Mix Definition of the marketing mix 5. People according to Kotler and Armstrong According to Lovelock (2011:48), (2014:76), "The marketing mix is the set people are individuals who have of tactical marketing tools that the firm interpersonal skills and positive blends to produce response to wants in attitudes that interact directly with the target market", meaning that the consumers. marketing mix is a set of tactical marketing tools which integrates the METHODOLOGY company to produce the desired The research method that I use in response in the target market. The this journal is qualitative. According to definition of the marketing mix Sugiyono (2009:15), qualitative research according to other opinions, such as methods are research used to investigate, Buchari Alma (2014:143) says that the discover, describe, and explain the quality or marketing mix is a strategy of idiosyncrasy of social influence that cannot interfering with marketing activities, to be explained, measured or illustrated find the maximum combination so that through a quantitative approach. During the it produces satisfying results. In the process of preparing the final project, of marketing mix there are marketing course, accurate data is needed, to support tactics used to launch the marketing the explanation of the author's material. The process known as 5P, namely: data was obtained through several methods, 1. Product including: According to Kotler & Keller's 1. Observation translation of Bob Sabran (2012: 4), The observation method is a way to a product is anything that can be collect data based on direct observation