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Abstrak :
[ABSTRAK
Pemasaran adalah tentang menawarkan proposisi nilai yang superior. Fenomena akhir akhir ini megindikasikan bahwa produk ataupun service sebagai proposisi nilai tidak lagi mencukupi untuk berperan sebagai nilai ataupun alat diferensiasi dan nilai tersebut telah berpindah ke penciptaan pengalaman pelanggan. Mengadaptasi teori merek pengalaman dari ranah pemasaran dan teori pengalaman dari ranah pariwisata, disertasi ini berusaha menyusun sebuah model komprehensif pengalaman merek destinasi. Penelitian mengambil kasus Bali sebagai destinasi wisata dan dilakukan melalui tiga tahap, wawancara pendek dengan metode SPACE matrix, Focus Group Discussion dan survey kuisioner. Hasil penelitian berhasil mengidentifikasi anteseden dan konsekuensi dari model pengalaman merek destinasi dan membuktikan bahwa pengalaman merek destinasi dan keaslian merek destinasi mempunyai pengaruh penting dalam kesetiaan merek pelanggan dalam konteks destinasi pariwisata;

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ABSTRACT
This dissertation is driven from the notion that marketing is all about offering superior value. It is suggested that the traditional product and service value proposition is no longer adequate and the meaning of value is rapidly shifting to experiences. Adapting branding theory from marketing and experience from tourism, this dissertation developed a comprehensive and holistic model of destination brand experience. This includes investigating its antecedents, consequences and relationships within the model with loyalty. The research consisted of three phases with combination of methodologies: Strategic Position and Competitive Evaluation (SPACE), Focus Group Discussion and a questionnaire survey, and took Bali as the destination case. The result has provided a context background, identified and validated antecedent and consequences of destination brand experience. Moreover, it proved that destination brand experience has significant relationship to destination brand loyalty. It also showed that destination brand authenticity has a mediation role in the relationship between destination brand experience and destination brand loyalty;This dissertation is driven from the notion that marketing is all about offering superior value. It is suggested that the traditional product and service value proposition is no longer adequate and the meaning of value is rapidly shifting to experiences. Adapting branding theory from marketing and experience from tourism, this dissertation developed a comprehensive and holistic model of destination brand experience. This includes investigating its antecedents, consequences and relationships within the model with loyalty. The research consisted of three phases with combination of methodologies: Strategic Position and Competitive Evaluation (SPACE), Focus Group Discussion and a questionnaire survey, and took Bali as the destination case. The result has provided a context background, identified and validated antecedent and consequences of destination brand experience. Moreover, it proved that destination brand experience has significant relationship to destination brand loyalty. It also showed that destination brand authenticity has a mediation role in the relationship between destination brand experience and destination brand loyalty, This dissertation is driven from the notion that marketing is all about offering superior value. It is suggested that the traditional product and service value proposition is no longer adequate and the meaning of value is rapidly shifting to experiences. Adapting branding theory from marketing and experience from tourism, this dissertation developed a comprehensive and holistic model of destination brand experience. This includes investigating its antecedents, consequences and relationships within the model with loyalty. The research consisted of three phases with combination of methodologies: Strategic Position and Competitive Evaluation (SPACE), Focus Group Discussion and a questionnaire survey, and took Bali as the destination case. The result has provided a context background, identified and validated antecedent and consequences of destination brand experience. Moreover, it proved that destination brand experience has significant relationship to destination brand loyalty. It also showed that destination brand authenticity has a mediation role in the relationship between destination brand experience and destination brand loyalty]

Abstrak :
Terpilihnya kota Tokyo menjadi salah satu tuan rumah piala dunia Rugby 2019 dan tuan rumah Olimpiade dan Paralimpiade 2020 merupakan momentum bagi Tokyo untuk menarik wisatawan asing ke Tokyo dengan membuat strategi pemasaran pariwisata PRIME Tourist Destination City Tokyo dibawah program New Tokyo, New Tomorrow, The Action Plan for 2020. Penelitian ini bertujuan untuk menjelaskan peran strategi-strategi tersebut dalam meningkatkan jumlah wisatawan asing ke Tokyo. Metode penelitian yang digunakan dalam penelitian ini adalah metode kualitatif dan studi kepustakaan dengan memaparkan data dan menganalisis keterkaitan data tersebut dengan strategi pada program pemasaran pariwisata PRIME Tourist Destination City Tokyo. Hasil penelitian ini menunjukan bahwa strategi-strategi yang terdapat pada program PRIME Tourist Destination City Tokyo telah berhasil mempertahankan peningkatan jumlah wisatawan asing ke Tokyo. ...... With the city of Tokyo chosen as one of the 2019 Rugby World Cup host and 2020 Olympics and Paralympics host, it is a momentum for Tokyo to attract foreign tourists by creating a new tourism marketing strategy called PRIME Tourist Destination City Tokyo under the New Tokyo, New Tomorrow, The Action Plan for 2020 program. This study aims to explain the role of these strategies in increasing the number of foreign tourists to Tokyo. The research method used in this study is a qualitative method and literature study by presenting data and analyzing the data linkages with the strategy on the PRIME Tourist Destination City Tokyo as a tourism marketing program. The results of this study indicate that the strategies contained in the PRIME Tourist Destination City Tokyo program have managed to maintain an increasing number of foreign tourists to Tokyo.

Abstrak :
Virtual Reality saat ini banyak digunakan oleh perusahaan untuk berkomunikasi dengan konsumen dan memasarkan produknya. Mahalnya tools yang dibutuhkan ketika membuat iklan dalam bentuk VR tentunya menjadi pertimbangan para pemasar. Oleh karena itu, studi ini bertujuan untuk menguji efektivitas penggunaan VR sebagai media pemasaran dalam bidang pariwisata. Dari sisi konsumen, VR merupakan teknologi baru yang membutuhkan adaptasi untuk menggunakannya. Bagaimana konsumen dapat menerima teknologi baru berupa VR sebagai media yang dapat menghubungkan mereka dengan suatu perusahaan dapat dijelaskan menggunakan model Technology Acceptance Model. Melalui desain eksperimen, studi yang menggunakan video 360 sebagai stimulus untuk menguji efektifitas penggunaan VR dalam memasarkan produk pariwisata. Hasil studi memperlihatkan bagaimana VR dapat mempengaruhi keputusan konsumen dalam menentukan tujuan destinasi wisatanya melalui variabel TAM yaitu perceived usefulness, perceived ease of use, perceived enjoyment, dan perceived immersion. Dalam studi ini juga membahas tentang implikasi pemasaran dalam bidang pariwisata yang dapat dijadikan sebagai bahan pertimbangan perusahaan ketika ingin menggunakan VR sebagai media promosi. ......Virtual Reality is now widely used by companies as a tool for advertising and to communicate with customers. This technology is also believed that may affect consumer behavior in their purchasing decisions. However, the effectiveness of the VR technology yet to be explored because the production for VR ads is quite costly. Therefore, this study aims to test the effectiveness of the use of VR as a marketing medium in tourism. From the consumer side, VR is a new technology that requires adaptation to use it. How consumers can accept new technologies in the form of VR as a medium that can connect them with a company can be explained using the Technology Acceptance Model, that how consumers may use the technology based on perceived usefulness, perceived ease of use, perceived enjoyment, and perceived immersion. In order to estimate the potential of VR, the TAM framework has been conducted in this study. With the experimental design, this study used 360 video as a stimuly to test the effectiveness of VR use in tourism marketing. Result indicate how VR technology can influence consumer decisions in determining the destinations through on perceived usefulness, perceived ease of use, perceived enjoyment, and perceived immersion. The finding of this study provide several important theoretical and practical implications for marketing and tourism.

Abstrak :
Wisata kebugaran merupakan jenis wisata minat khusus yang bertujuan untuk menjaga kebugaran tubuh wisatawan. Wisata kebugaran berkaitan dengan fasilitas atau aktivitas yang melibatkan diri para wisatawan, seperti yoga, spa, dan pergelaran seni. Salah satu destinasi wisata kebugaran di Indonesia yang saat ini sedang masuk tahap pengembangan adalah Daerah Istimewa Yogyakarta. Destinasi tersebut memiliki berbagai macam kearifan lokal yang menarik untuk menjadi daya tarik dalam kaitan aktivitas wisata kebugaran. Penelitian ini dilakukan untuk menganalisis pengaruh travel motivation (motivasi wisatawan) terhadap destination loyalty (loyalitas terhadap destinasi) melalui tourist engagement (keterlibatan wisatawan) pada wisata kebugaran (wellness tourism) di Daerah Istimewa Yogyakarta. Penelitian ini menggunakan pendekatan kuantitatif, jenis penelitian eksplanatif, dengan menyebarkan kuesioner kepada 120 wisatawan domestik yang mengunjungi destinasi wisata kebugaran di Daerah Istimewa Yogyakarta menggunakan teknik non-probability sampling dengan jenis penarikan sampel purposive sampling. Teknik analisis data yang digunakan adalah dengan analisis regresi dan Sobel Test yang digunakan untuk melihat pengaruh antar variabel baik secara langsung maupun tidak langsung. Hasil dari penelitian ini menyatakan bahwa terdapat pengaruh antara travel motivation terhadap destination loyalty melalui tourist engagement pada wisata kebugaran (wellness tourism) di Daerah Istimewa Yogyakarta. Selain itu, variabel tourist engagement memiliki peran mediasi untuk variabel travel motivation dengan destination loyalty. ......Wellness tourism is a type of special interest tourism that aims to maintain the body's wellness of tourists. Wellness tourism is related to facilities or activities that tourists engage in, such as yoga, spas, and art performances. Special Region of Yogyakarta have a variety of interesting local wisdom to be an attraction in terms of wellness tourism activities. This study was conducted to analyze the effect of travel motivation on destination loyalty through tourist engagement on wellness tourism in the Special Region of Yogyakarta. This study uses a quantitative approach, the type of explanatory research, by distributing questionnaires to 120 domestic tourists who visit wellness tourism destinations in the Special Region of Yogyakarta using a non-probability sampling technique with purposive sampling. The data analysis technique used is regression analysis and Sobel Test which is used to see the influence between variables, either directly or indirectly. The results of this study state that there is an influence between travel motivation on destination loyalty through tourist engagement on wellness tourism in the Special Region of Yogyakarta. In addition, the tourist engagement variable has a mediating role for the travel motivation variable with destination loyalty.

Abstrak :
Studi Mandiri ini bertujuan untuk menganalisis efektivitas strategi Komunikasi Pemasaran Pariwisata Mancanegara Melalui Website Oleh Kementerian Pariwisata. Data diperoleh menggunakan data kualitatif dengan mewawancarai beberapa karyawan yang terlibat dalam kegiatan yang dilakukan oleh Asisten Deputi Bidang Pengembangan Pemasaran Pariwisata Mancanegara dalam pencapaian target tahun 2016. Asisten Deputi berperan besar dalam pencapaian target tersebut dimana Asisten Deputi melakukan kegiatan teknis promosi dan periklanan secara online. Pasar dari Asisten Deputi Pengembangan Pemasaran Pariwisata Mancanegara adalah warga asing maupun warga Indonesia yang berada di luar Indonesia. Pelanggan tersebut disebut oleh Kementerian Pariwisata dengan wisatawan mancanegara. ...... The objective of this independent study is to analyze the tourism communication marketing strategies using online media by deputy assistant of Marketing Communication Development of Tourism Ministry. Data was collected using qualitative techniques along with interviewing employees whom are involved in the activities of the Deputy Assistant of Marketing Communication Development which are undertaken in order to achieve their targets in 2016. The Deputy assistant team has a big role in achieving those targets, which is assistant deputy doing promotion technical and advertising online. Market of the deputy assistant marketing communication development are foreigner and Indonesian who lives outside Indonesia called foreign tourist.

Abstrak :
Aktivitas pemasaran diperlukan dalam industri pariwisata. Salah satu pemasaran yang dilakukan adalah melalui aktvitas E-Wom. Penelitian kuantitatif ini bertujuan untuk melihat pengaruh antara E-Wom, Destination Image, Attitude Toward Destination, dan Travel Intention. Penelitian ini melibatkan 140 responden yang peneliti dapatkan melalui penyebaran kuesioner secara online dan langsung di Singapura melalui teknik convenience sampling dan snowball sampling. Hasil penelitian ini menunjukan bahwa attitude toward destination wisatawan berpengaruh secara signifikan terhadap travel intention wisatawan dan destination image berpengaruh secara signifikan terhadap attitude toward destination wisatawan pada studi kasus Provinsi DKI Jakarta. ......Marketing activities are needed in tourism industry. One of which is through the use of E-Wom. The purpose of this quantitative study is to analyze the effect among E-Wom, Destination Image, Attitude Toward Destination, dan Travel Intention. The study consists of 140 respondents administered through the distribution of online and direct questionaires in Singapore with the use of convenience sampling and snowball sampling methods. The empirical results from the structural model suggest that tourist's attitude toward destination significantly effects tourist's travel intention and destination image significantly effects tourist's attitude toward destination, especially in the case of DKI Jakarta.

Abstrak :
Terpilihnya kota Tokyo menjadi salah satu tuan rumah piala dunia Rugby 2019 dan tuan rumah Olimpiade dan Paralimpiade 2020 merupakan momentum bagi Tokyo untuk menarik wisatawan asing ke Tokyo dengan membuat strategi pemasaran pariwisata PRIME Tourist Destination City Tokyo dibawah program New Tokyo, New Tomorrow, The Action Plan for 2020. Penelitian ini bertujuan untuk menjelaskan peran strategi-strategi tersebut dalam meningkatkan jumlah wisatawan asing ke Tokyo. Metode penelitian yang digunakan dalam penelitian ini adalah metode kualitatif dan studi kepustakaan dengan memaparkan data dan menganalisis keterkaitan data tersebut dengan strategi pada program pemasaran pariwisata PRIME Tourist Destination City Tokyo. Hasil penelitian ini menunjukan bahwa strategi-strategi yang terdapat pada program PRIME Tourist Destination City Tokyo telah berhasil mempertahankan peningkatan jumlah wisatawan asing ke Tokyo. ...... With the city of Tokyo chosen as one of the 2019 Rugby World Cup host and 2020 Olympics and Paralympics host, it is a momentum for Tokyo to attract foreign tourists by creating a new tourism marketing strategy called PRIME Tourist Destination City Tokyo under the New Tokyo, New Tomorrow, The Action Plan for 2020 program. This study aims to explain the role of these strategies in increasing the number of foreign tourists to Tokyo. The research method used in this study is a qualitative method and literature study by presenting data and analyzing the data linkages with the strategy on the PRIME Tourist Destination City Tokyo as a tourism marketing program. The results of this study indicate that the strategies contained in the PRIME Tourist Destination City Tokyo program have managed to maintain an increasing number of foreign tourists to Tokyo.