Consumer Behavior in Tourism in Yogyakarta free essay sample

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. We will write a custom essay sample on Consumer Behavior in Tourism in Yogyakarta or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page 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. The local government is considered successful when Yogyakarta is awarded as â€Å"Destinasi Wisata Terbaik Luar Negeri 2008† on Malam Anugerah Insan Pariwisata held by Majalah Libur Malaysia, and as†Best Destination† on Indonesia Tourism Award 2009. However efforts creating Yogyakarta as Destination of Tourism is still struggled by improving in infrastructure, the objects itself, public transportation, events as icons, also promoting in integrated marketing communication to create a good brand image for foreign tourist and domestic tourist. Because of those reasons, this paper tries to understand the consumer behavior responding the stimuli from government so efforts from government can be suitable with the potential customer. 3. 2 Paper’s Goals This paper aims to: 1. Understanding the consumer’s behavior responding the marketing mix offered by government and analyze whether this is already appropriate or not. 2. Understanding the consumer’s behavior responding the integrated marketing communication from tourism players and predict that it is attracting the potential market or not. From those goals, it is wished that it can give a description about consumer’s behavior toward marketing mix and integrated marketing communication and able to give solutions and recommendations from student’s point of view. 3. 3 Paper’s Benefits This paper is wished be able to give benefits theoretically and practically. 1. Theoretically, it is able to give contribution and information for researchers, students especially in Faculty of Economy and others related to understanding consumer’s behavior toward tourism that government is still struggling to develop. 2. Practically, it is able to give suggestion for government and player in tourism for evaluation of suitable marketing mix and integrated marketing communication in improving this sector, so they can give the right way to promotion and destination branding and attract the potential customer. 3. Main Issues and Discussions 4. 1 Literature Review and Theories a. Nature of Consumer Behavior According to Consumer Behavior book, Consumer Behavior is defined as the behavior that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs. While all consumers are unique; nevertheless, one of the most important constants among all of us, despite our difference, is that we are all consumers. Why it is important for the company to learn about consumer behavior especially in tourism sector? The reason is understanding consumer behavior is good business. Since firms exist to satisfy consumers’ need so firms must understand customers’ behavior toward those needs to satisfy themselves. Relationship Marketing occurs when a company makes an effort to interact with customers on a regular basis, and gives them reasons to maintain a bond with the company over time.