Tourism Management Final Semester Exam

Tourism Management Final Semester Exam As time goes by, the tourism industry which stopped for 2 years is now starting to reopen. The pandemic has had a major impact on industries in Indonesia, especially the tourism industry. It is not only the tourism industry in Indonesia that is experiencing this impact, but other countries such as Italy are also experiencing a huge impact due to this pandemic. Indonesia, which has begun to revive its economy by developing large-scale tourism destinations, has now been forced to stop for a moment. This pandemic has had a huge impact on the tourism industry, one of which is the emergence of new trends in travel. As the number of Covid-19 patients in Indonesia decreases, activities in the tourism industry are now gradually recovering and starting to run in accordance with applicable regulations. New Normal Tourism is the initial term in the development of a new travel trend, namely when visiting a destination, both managers and tourists must follow the applicable health protocol regulations. This new normal tourism habit is increasingly developing and has become something that is mandatory in a destination today. Fear of the pandemic and habits in the pandemic era have made tourists' interest in traveling more focused on healthy tourism. Destination managers, since the pandemic, have become increasingly aware of the importance of sustainable tourism development. These two terms are the positive impact of the emergence of the pandemic on the tourism industry, namely healthy tourism and sustainable tourism. Greater Bandung, which includes Bandung City, Bandung Regency, West Bandung Regency, and Cimahi, is a tourist destination that has been visited by many tourists for a long time. However, it turns out that in the context of destination management, the four administrative regions rarely collaborate in destination management and marketing. This can certainly affect the sustainability of tourism in Greater Bandung. In tourism there are two very related concepts, namely destination management and destination marketing. Basically, destination marketing is one function in the broader concept of destination management. Therefore, before knowing the details of destination marketing, it is important to first understand destination management. Destination management involves the coordinated and integrated management of destination products (attractions and events, facilities, transportation, infrastructure, service quality and hospitality). Effective destination management requires a strategic, or long-term, approach based on a destination vision and tourism planning platform. According to Alaistair Morison, the definition of destination management is "Destination management is a professional approach to guiding all the efforts in a place that has decided to pursue tourism as an economic activity. Destination management involves coordinated and integrated management of the destination product (attractions and events, facilities, transportation, infrastructure, service quality and friendliness)”. Based on the definition of destination management in this case, it can be concluded that destination management is how to manage a destination so that it can develop. To achieve this goal in destination management requires the participation of special organizations called DMOs (Destination Management Organizations). The DMO coordinates many efforts for stakeholders to achieve the vision and goals of a tourism destination. The DMO arose out of the need to make coordinated efforts for planning, developing and marketing tourism destinations. The DMO's role includes leadership and coordination, partnership and team building, community relations and involvement, visitor management, planning and research, product development, and marketing and promotion. Effective destination management involves long-term tourism planning and ongoing monitoring and evaluation of the results of tourism efforts. Based on the United Nations World Tourism Organization (UNWTO) in its publication, A Practical Guide to Tourism Destination Management (2007), identified seven roles of the DMO, namely: 1. Leadership and coordination: Setting the tourism agenda and coordinating the efforts of all stakeholders to achieve this agenda. 2. Partnership and team building: Fostering cooperation between government agencies and within the private sector and building partnership teams to achieve certain goals. 3. Community and stakeholder relationships and involvement: Involving local stakeholders and community leaders and residents in tourism and monitoring residents' attitudes towards tourism. 4. Visitor management: Managing the flow, impact, and behavior of visitors to protect resources and to improve visitor safety, experience, and satisfaction. 5. Planning and research: Carrying out important planning and research necessary to achieve the destination vision and tourism objectives. 6. Product development: Plan and ensure the development of physical products and services that are fit for purpose. 7. Marketing and Promotion: Creating destination positioning and branding, choosing the most appropriate market and promoting the destination. Based on the case in this question, namely the Greater Bandung Region which consists of Bandung City, Bandung Regency, Kab. West Bandung and Cimahi. This region is often considered one of the leading tourist destinations in Indonesia, but in the context of destination management, the four administrative regions rarely work together in destination management and marketing. If I were one of the managers of the West Java DMO (Destination Management Organization), which has big plans to manage and market the Greater Bandung area as a single tourist destination. What will I do to create an integrated Greater Bandung Tourism Destination from the perspective of: a. Government policy for Greater Bandung Tourist Destinations b. Development of tourism products for the Greater Bandung destination. This includes superior products (both tangible and intangible tourism products) that can represent each administrative region. c. Development of Greater Bandung tourist packages d. Promotion of Greater Bandung Tourist Destinations e. Tourism development in other areas. The city of Bandung is known as one of the leading tourist destinations in West Java Province, nationally and even internationally. The development of Bandung City tourism is supported by the availability and variety of urban tourism products in the form of various city features, both primary and secondary elements, such as: knowledge, history, culture, heritage, culinary, shopping, and so on. Apart from the city of Bandung, there are also several areas included in Greater Bandung and have many superior tourist destinations, especially natural tourist destinations. Bandung Regency, West Bandung Regency, Cimahi and Bandung City are the destinations Attracting many tourists, these four regions become one part, namely Greater Bandung. Even though it has long been a favorite tourist destination and visited by many tourists, in reality there are still many problems that can hamper tourism activities in Greater Bandung. To overcome this problem, of course good cooperation is needed in managing tourism in Greater Bandung. DMO as leadership and coordination has an important role in leading and coordinating tourism management in Greater Bandung. Greater Bandung, which consists of these four regions, in order to become one unit, of course requires a leader who can unite these four regions in achieving the vision and mission of Greater Bandung tourism. Apart from that, having clear policies and regulations regarding tourism to serve as a reference for tourism management in Greater Bandung is considered very important. These policies and laws and regulations are needed as a basis for developing and controlling tourism. This includes DMO policies and programs to promote sustainable tourism development within the destination. Clear policies and regulations are one way to make Greater Bandung integrated in its tourism management. When the policies and regulations issued by the government are unclear and have many branches, this can cause misunderstandings between the four regions. These clear policies and regulations can take the form of making regulations that truly explain the vision and mission of tourism in Greater Bandung and the stages to achieve that vision and mission. If you look at Bandung City Regional Regulation No. 14 of 2019 concerning Tourism, this regional regulation still contains tourism development in Bandung City only and there are no special regulations in it that involve other areas included in Greater Bandung. Based on Bandung City Regional Regulation No. 14 of 2019, it is stated that tourism products are various types of tourist attraction components, tourism facilities and accessibility provided for and/or sold to tourists, which support each other synergistically in a unified system for the realization of tourism. Based on Prof.'s explanation. Alastair M. Morrison, Ph.D. regarding the definition of a tourism/destination product is "The destination product is an independent mixture of tangible and intangible components consisting of physical products, people, packages and programs. The interaction of the hosts and guests within the destination is an important dimension of the destination product" based on this understanding it can be concluded that the tourism product is an interdependent mixture of tangible products and intangibles which consist of physical products, people, packages and tourism programs. In the tourism product development stage, the thing that needs to be considered is that we must determine the destination product and identify the components in it. To identify components in a tourism product, there are two perspectives, namely how tourists view and perceive the product in the destination and the product itself which consists of tangible and intangible components. Previously, we had to determine the destination product first. In order for tourism in Greater Bandung to be integrated, product development needs to be carried out fairly. In the sense that if product development in the city of Bandung is carried out then product development in other regions must also be carried out. The development of this product can be carried out by the DMO in each region. In order to create fair product development, tourist destinations that have similar components must first be grouped together. For example, in Bandung City, the tourism product that needs to be developed is heritage tourism because it is in demand by many tourists, so in Bandung Regency there must also be development of natural tourism products which are a favorite attraction for tourists. The DMO's involvement in tourism product development is as follows: 1. Bystander : DMO supervises when other tourism stakeholders carry out product development. DMOs do not need to be involved when private companies in the tourism sector can take care of product development. 2. Facilitator : The DMO provides basic level information and advice to tourism stakeholders involved in product development. 3. Instigator: DMO plays an active role in identifying opportunities in product development and finding strategies to realize these opportunities. 4. Partner: Not only as an instigator, the DMO also plays a role in managing finances, staff, or other resource investments in product development. The products that need to be developed include tangible and intangible products. Components in developing tangible (hard) products include Physical Products, People, Programs. Physical products can be tourist attractions, tourist facilities, transportation, infrastructure, information centers, instructions, and other components that we can find and have a physical form in a destination. People, the components include agencies operating in the tourism sector to train human resources who will work in the tourism sector in the future for example tourism schools. Programming includes buildings that support the implementation of tourism programs in a destination, for example performance centers, performance stages, pavilions, etc. In the city of Bandung itself, the development of tangible tourism products is quite good, but it is different from tangible products in other areas which still need further development. In order to be integrated, it is necessary to develop tangible products in other areas that really need development. Apart from tangible products, there is also a need to develop intangible or intangible products. The intangible products included are people, packaging and programming. Intangible products in the people component are programs produced by people who play a role in tourism management, for example workforce development strategies, national standards, training and so on which are in the form of ideas from humans in tourism activities. Intangible people products in tourism can also be interactions that occur in tourism activities. Apart from people, there is a package component in the form of a tour package which aims to sell tourism services in the form of packages grouped according to tourists' interests. This tour package is an intangible product because it offers travel services. And finally, programming includes programs carried out to develop tourism, for example tourism promotion programs. Packaging has several roles, namely: it plays a role in uniting tourism stakeholders with service offerings, can smooth business cycles, diversify market segments, consolidate destination products, and provide value. The role of DMO in encouraging the development of tour packages is: - Provide training for tourism operators on how to develop effective tour packages. - Encourage tourism stakeholders to develop new tourism packages with marketing or financial assistance. - Create your own tour packages and offer them for sale directly to the public or look for stakeholders to distribute and sell packages. Sales of tour packages in Greater Bandung itself are still considered inadequate because many tourists who come to Bandung do not use travel business services and buy the tour packages offered. The reason for the lack of sales of tour packages is due to: There is still a lack of sales promotions for the tour packages offered. Not only that, the relatively expensive price of the tour package is also one of the reasons why there are so few people interested in this tour package. If I were the DMO, what I would do is to intensify the promotion of tour packages in conjunction with the implementation of the Greater Bandung tourism promotion and the prices are relatively expensive, perhaps due to the difficulty of access to the destination, so the solution is to increase tourist satisfaction through matching the price paid with the service product. obtained. When selling tour packages, what needs to be considered is the travel experience and the design of the tourist experience. The travel experience, which involves tourists in a series of unforgettable journeys, involving all the senses and creating connections physically, emotionally, spiritually, socially and intellectually is a journey designed to involve visitors with local residents. Tourism promotion is one of the important programs that must be carried out by tourist destinations. The aim of this promotion is to market the product so that it is known and visited by many tourists. In short, this promotion is aimed at increasing the number of tourist visits to a destination. This promotion can be done by creating interesting programs such as holding events, festivals and other activities aimed at promoting the destination. The programs developed must be able to improve the tourist experience, increase the economic impact of tourism, increase tourist expenditure and length of stay, inform and educate tourists, involve tourists in the experience, satisfy special interests of tourists. The tourism promotions carried out in Greater Bandung are still of an individual nature. In other words, each region in Greater Bandung carries out promotions in its own way. Therefore, if I become DMO, I will create an event/festival program which aims to introduce all the destinations in Greater Bandung. This event is a large-scale event specifically to promote tourist destinations in Bandung which can be held in areas other than Bandung City.