Improve marketing mix policy

Oct 13, 2025 by sorusgentrification.com 59 views

Introduction

Tourism plays a vital role in the economic development of a country, and Indonesia is no exception. With its rich cultural heritage and diverse ethnic groups, Indonesia has become a magnet for tourists seeking alternative destinations. The city of Medan, the capital of North Sumatra Province, is a key gateway to the region and has immense tourism potential. However, despite its advantages, the number of foreign tourist visits to Medan City has not reached the expected target in the past three years. This study aims to investigate the reasons behind the suboptimal foreign tourist visits to Medan City.

Background

Medan City is a metropolitan city with a rich history and cultural diversity, making it an attractive destination for tourists. The city has a lot to offer, from its historical landmarks to its vibrant cultural festivals. However, despite its potential, the city has not been able to attract the desired number of foreign tourists. The Medan City Culture and Tourism Office (Disbudpar) has the responsibility of marketing tourism and improving the welfare of the local community. To achieve this goal, Disbudpar applies various marketing policies that are in line with their vision of making Medan City a superior tourist destination.

Methodology

This study employed a survey method to collect data through questionnaires. The questionnaire was designed based on relevant marketing mix variables, and the data obtained were analyzed descriptively. The target population was all foreign tourists visiting Medan City during the study period. A sampling method by chance was used, and as many as 95 tourists were successfully taken as samples.

Results

The results of the analysis show that the implementation of the marketing mix policy has not been carried out optimally. As a result, the target of tourist visits cannot be achieved. The study revealed that the marketing mix policy that had been implemented was not fully effective. Therefore, it is recommended to make improvements to each of the marketing mix variables in order to increase foreign tourist visits to the city of Medan.

Additional Analysis and Explanation

Medan City has a lot of potential that can be harnessed to attract more tourists. Some aspects that need to be considered in an effort to increase foreign tourist visits are promotion, accessibility, and experience of tourists.

Promotion

Effective promotions need to be done to introduce the uniqueness of culture and attractions in Medan. The use of social media and cooperation with international travel agents can be an effective strategy. Social media platforms can be used to create engaging content that showcases the city's attractions and cultural events. Additionally, cooperation with international travel agents can help to promote Medan City as a tourist destination to a wider audience.

Accessibility

Accessibility is very important for tourists. The development of transportation infrastructure, including airport connectivity and public transportation, will make it easier for tourists to explore the city of Medan. A well-connected airport and efficient public transportation system will make it easier for tourists to get around the city and access its attractions.

Experience

Tourist experience is also a key factor. Medan City must provide a unique and quality experience so that tourists feel satisfied and interested in returning or recommending to others. This can be achieved through training for tour guides and service providers in the field of tourism. Tour guides and service providers need to be trained to provide excellent customer service and to showcase the city's attractions in a way that is engaging and informative.

Conclusion

By optimizing these three aspects, it is hoped that Medan City can attract more foreign tourists and achieve the expected target of visits. Local people will also feel the benefits of increasing the visit through increasing employment and income. Therefore, collaboration between the government, the community, and tourism industry players is very necessary to realize the vision of the city of Medan as a superior tourist destination.

Recommendations

Based on the findings of this study, the following recommendations are made:

Improve marketing mix policy: The marketing mix policy that has been implemented needs to be improved to make it more effective in attracting foreign tourists.
Promote Medan City: Effective promotions need to be done to introduce the uniqueness of culture and attractions in Medan.
Improve accessibility: The development of transportation infrastructure, including airport connectivity and public transportation, needs to be improved to make it easier for tourists to explore the city of Medan.
Provide quality experience: Medan City must provide a unique and quality experience so that tourists feel satisfied and interested in returning or recommending to others.
Collaborate with stakeholders: Collaboration between the government, the community, and tourism industry players is very necessary to realize the vision of the city of Medan as a superior tourist destination.

Limitations of the Study

This study has some limitations that need to be acknowledged. The study only focused on foreign tourists visiting Medan City, and the sample size was relatively small. Additionally, the study only analyzed the marketing mix policy and did not consider other factors that may influence tourist visits.

Future Research Directions

Future research can build on the findings of this study by exploring other factors that may influence tourist visits to Medan City. Additionally, future research can investigate the effectiveness of different marketing strategies in attracting foreign tourists to Medan City.

References

[1] Medan City Culture and Tourism Office. (2022). Medan City Tourism Development Plan.
[2] Indonesian Ministry of Tourism and Creative Economy. (2022). Indonesia Tourism Development Plan.
[3] World Tourism Organization. (2022). World Tourism Barometer.

Note: The references provided are fictional and for demonstration purposes only.

Introduction

In our previous article, we discussed the efforts to increase foreign tourist visits in Medan City, a metropolitan city in North Sumatra Province, Indonesia. The city has immense tourism potential, but despite its advantages, the number of foreign tourist visits has not reached the expected target in the past three years. In this Q&A article, we will answer some of the most frequently asked questions about the efforts to increase foreign tourist visits in Medan City.

Q: What are the main challenges facing Medan City in attracting foreign tourists?

A: The main challenges facing Medan City in attracting foreign tourists are the lack of effective marketing strategies, limited accessibility, and poor tourist experience. The city needs to improve its marketing mix policy, develop its transportation infrastructure, and provide a unique and quality experience for tourists.

Q: What are the key factors that influence tourist visits to Medan City?

A: The key factors that influence tourist visits to Medan City are promotion, accessibility, and experience. Effective promotions, improved accessibility, and a unique and quality experience are essential to attract foreign tourists to the city.

Q: How can Medan City improve its marketing mix policy?

A: Medan City can improve its marketing mix policy by conducting market research to identify the target audience, developing a clear and concise marketing message, and using various marketing channels such as social media, print media, and online advertising.

Q: What role can social media play in promoting Medan City as a tourist destination?

A: Social media can play a significant role in promoting Medan City as a tourist destination by creating engaging content, using hashtags to increase visibility, and collaborating with influencers and travel bloggers.

Q: How can Medan City improve its accessibility for tourists?

A: Medan City can improve its accessibility for tourists by developing its transportation infrastructure, including airport connectivity and public transportation, and providing information and assistance to tourists.

Q: What kind of experience can Medan City provide to tourists to make them feel satisfied and interested in returning or recommending to others?

A: Medan City can provide a unique and quality experience to tourists by offering cultural and historical attractions, providing excellent customer service, and offering a range of activities and experiences that cater to different interests and preferences.

Q: What is the role of the government, the community, and tourism industry players in promoting Medan City as a tourist destination?

A: The government, the community, and tourism industry players all have a role to play in promoting Medan City as a tourist destination. The government can provide support and resources, the community can provide local knowledge and expertise, and tourism industry players can provide services and products that cater to tourists' needs.

Q: What are the benefits of increasing foreign tourist visits to Medan City?

A: The benefits of increasing foreign tourist visits to Medan City include increased revenue, job creation, and economic growth. Local people will also feel the benefits of increasing the visit through increasing employment and income.

Q: What are the next steps for Medan City to increase foreign tourist visits?

A: The next steps for Medan City to increase foreign tourist visits are to improve its marketing mix policy, develop its transportation infrastructure, and provide a unique and quality experience for tourists. Collaboration between the government, the community, and tourism industry players is also essential to realize the vision of the city of Medan as a superior tourist destination.

Conclusion

In conclusion, increasing foreign tourist visits to Medan City requires a multi-faceted approach that involves improving marketing mix policy, developing transportation infrastructure, and providing a unique and quality experience for tourists. Collaboration between the government, the community, and tourism industry players is essential to realize the vision of the city of Medan as a superior tourist destination.