Consumer Behavior in Tourism in Yogyakarta

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Final Paper Consumer Behavior
Analyzing Consumer Behavior toward Tourism Site in Yogyakarta Related with Marketing Tools

Dila Maghrifani – 288603
International Undergraduate Program 2009
Gadjah Mada University
Yogyakarta, Indonesia
Content
1 Topic……………………………………………………………………………………………….. 2 2 Abstract……………………………………………………………………………………………….. 3 3 Introduction
4.1 Background……………………………………………………………………………………. 4 4.2 Paper’s Goals………………………………………………………………………………….... 5 4.3 Paper’s Benefits………………………………………………………………………… 5 4 Main Issue and Discussion

5.4 Literature Review and Theory
a. Nature of Consumer Behavior…………………………………………………. 6 b. Tourism……………………………………………………………………………………. 8 5.5 Discussion
a. Potential Customer in this sector…………………………………………………. 9 b. How to deal with this customer ……………………………………………………. 11 5 Summary………………………………………………………………………………………………… 12 6 Conclusion ……………………………………………………………………………………………….. 13 7 Recommendation…………………………………………………………………………………….. 14 8 References…………………………………………………………………………………….. 15

1. Topic
This paper is written for the final paper of consumer behavior in the fourth semester as a requirement for grading. The writer chooses an interesting topic in Yogyakarta which is tourism. This paper describes about consumer’s (foreign people and local people) behavior responding the way of government promoting tourism site in Yogyakarta. In brief, because of this topic, the writer gives a title,

Analyzing Consumer Behavior toward Tourism Site in Yogyakarta Related with Marketing Tools

2. Abstract
Tourism has an important role in improving and developing Indonesia, especially Yogyakarta. It allows improvement in sector economy, social and culture. By tourism, local people can take advantage directly and indirectly in term of increasing their welfare that becomes a priority of government. Developing this important factor can be a key success of government reaching their goals. Since that reason, it is vital to understanding what factors that influence the success of this sector. With no doubt, the indicator of this success is the amount of people who interested with our tourism site. Those people can be assumed as customers that come to the store (the tourism site) satisfying their need. It means we have to understand the behavior of the customer responding our marketing mix and marketing communication so they are excited to come and for the result we can earn money from those potential customers. This paper describes how customer react the stimuli offered by tourism site people in this case is our local government of tourism in the marketing communication or marketing mix. It also tells what the most effective marketing communication that can affect people to come and how to set its marketing mix. This paper emphasizes tourism site in Yogyakarta considering that Yogyakarta is one of city in Indonesia which has 82 tourism sites in only 3186 km2. The result that concluded is this sector need synergy from government and local society to create conducive condition. Those two elements must cooperate together in setting its marketing mix that appropriate with their potential customer also the factors that affected this interested feeling for example culture and sub-culture. In marketing communication it is the best if using integrated marketing communication that creates strong awareness also intention of customer to come.

3. Introduction
3.1 Background
Indonesia is developing country which is based on its beautiful geographic place and natural resources. This country is not expert yet in manufacturing or producing but fortunately it has gorgeous area. It means that Indonesia is country that depended on its tourism site. It is proven by Indonesia Statistical Organization (Badan Pusat Statistik) that in 2008 there are 6.234.497 foreign tourists and bring foreign exchange (Devisa) $ 7.370.000.000. In the next year, in...
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