HOW TO MARKET SUSTAINABLE TOURISM TO PRIVATE SECTORS AS A MEANS OF DEVELOPMENT IN INDONESIA

• Main Author: Hartono, Viola
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/50432
• Institution: Institut Teknologi Bandung

Indonesia’s tourism scheme holds an abundance of untapped potential within the country’s diversity and exotic topography. However, the tourism industry faces a multitude of challenges only amendable through sustainable tourism. The term, while familiar to most developed countries, is still relatively unheard of in the Indonesian context, especially among the private sectors dominating the tourism industry. This study aims to target the private sector of Indonesia’s tourism and market the concept of sustainable tourism for individual businesses to invest in. As corporations, the only way to market an idea is to correlate it with their business’ profitability. Marketing sustainable tourism includes describing applications in the Indonesian microenvironment and associating each aspect with the country’s development through a comprehensive framework for private sectors. An applied exploratory study, this research utilizes secondary qualitative research to collect data from reliable sources and first-hand testimonies. A thorough analysis finds that sustainable tourism, although difficult, is fully applicable in the Indonesian setting, adapting to the local environment as described in the study. Moreover, each aspect of sustainable tourism leads to the private sector’s profitability, driving the country’s development as a whole. Utilizing the framework developed throughout the study, private sectors should be convinced that the concept of sustainable tourism should be applied in Indonesia, starting from the individual level.