Critical Assessment of Marketing Communication Strategy

3048 Words13 Pages
INTRODUCTION Tourism is the second largest contributor to the Indonesian economy after oil and gas (Osman, 2009). Income from tourism totaled USD6.3 billion in 2009 with 6.5 million international arrivals and is expected to increase to USD15 billion in 2010, providing direct employment to nearly 2 million people and 6.8 million people overall (World Travel and Tourism Council, 2010). Realizing that tourism has larger impact on employment and promotes trade opportunities and development of the country, the Government of Indonesia has increased the annual budget for tourism, allocating USD229.3 million for 2011 (Citrinot, 2010) for both development and promotion of the industry. With a total promotion budget of USD50 million, the…show more content…
HOME 3 Indonesian tourism currently does not compare well with its neighbours Malaysia, Thailand and Singapore. Not only has Indonesia to compete based on almost similar offerings, it also has to overcome the challenges of terrorism and natural disasters, twin challenges that has several countries issuing travel warnings against travelling there. Further inter-connectivity within the country is not fully developed. Target Markets and Segmentation As stated above, the Board has targeted arrivals from 15 countries. It is unclear if these markets are further segmented. However, based on the VITO websites located in those countries (where available in English), we noted that there are attempts to focus on specific themes in the different markets. For example, the websites of the Australian VITO are more focused on outdoor activities whilst the MiddleEast website was more on culture and shopping. The remaining websites appear to be similar.

More about Critical Assessment of Marketing Communication Strategy

Open Document