BUSINESS AND MARKETING STRATEGY FOR EWISATA TO PROMOTE ECOTOURISM

• Main Author: Nuke Hendriarianti, Susana
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/35598
• Institution: Institut Teknologi Bandung

Indonesia has a lot of potential of natural and cultural tourism to be developed. Almost all of Indonesia area has natural resources, has their own unique and special culture which can be developed as tourism destination. Indonesia can show to the world as a big nation who has nature beauty which also still consider local community and environment. As an emerging economic sector in Indonesia, ecotourism is generally underdeveloped, and therefore there is a good reason and opportunity to develop it. A successful tourism activity can generate significant external exchanges, job creation and many opportunities for local communities. However, beside the benefit, mass tourism has also a negative long-term impact to environmental and socio cultural. Therefore, ecotourism will be solution to balance the negative and positive effects of mass tourism. The opportunity to develop ecotourism in Indonesia as a strategy to build Sustainable Tourism is magnificent. There are some potential destinations where can be developed as major destination for Ecotourism. Ecotourism is a comprehensive tool to conserve biodiversity and to involve local communities and organization in a participatory way to derive maximum benefits in a sustainable way. Ecotourism has a potential to improve the quality of the environment, cultural values, local community prosperity and quality of human relation in general. Furthermore, considering its cross-sectorial nature, ecotourism has also inspired entrepreneurship and growth of micro, small and medium-sized enterprises (MSMEs), which along with start-ups, are an important driver of innovation and job opportunity. Ewisata is one of start ups which would like to contribute to the nation by developing program which based on ecotourism destination. Ewisata has a challenge on the business and marketing strategy of promoting ecotourism destination. And the author does business exploration which is focus on business and marketing strategy only. If the company succeed to market the ecotourism destination managed by local community, it will also give an impact and bring economic value to the local community. The author uses external and internal analysis using value chain, Porter five forces, PESTEL and SWOT analysis. The business solution propose by the author is implementing Inovator’s method strategy for business strategy. Then for marketing strategy is implementing marketing 4.0 and 12 C of New Wave marketing. Ewisata should start to develop company website and platform to facilitate connection and conversation with customers, partners and other related parties. Ewisata should do intervention to cross the customer path to create attraction, trigger curiosity, secure commitment and build affinity. The author also proposes revise business canvas. The author believes that the propose business solution will support company to be one of travel agent leader to promote Ecotourism destination in Indonesia.