Title Page
Contents
Glossary 8
Chapter 1. Introduction 9
1.1. Background 9
1.2. Issues raised by a phenomenon of tourism promotion 11
1.3. Aims and objectives 13
1.4. Thesis Proposal Structure 13
Chapter 2. Literature Review 15
2.1. Ecotourism 15
2.1.1. Ecotourism in Indonesia 19
2.2. Marketing Strategy 20
2.2.1. Segmenting 21
2.2.2. Targeting 22
2.2.3. Positioning 22
2.3. Promotion Mix 23
2.3.1. Advertising 24
2.3.2. Personal Selling 25
2.3.3. Publicity or Public Relation 26
2.3.4. Sales Promotion 26
2.3.5. Direct Marketing 27
Chapter 3. Methodology 28
3.1. Secondary Data 28
3.2. Primary Data 28
3.3. Sample Frame and Instrument 28
3.4. Design of Research 29
3.5. Pilot Study 29
3.6. Data Analysis Method 30
3.6.1. Analytical Hierarchy Process (AHP) Method 30
Chapter 4. Findings and Discussion 35
4.1. Ecotourism Potential in Labuan Bajo 35
4.2. Marketing Strategy 39
4.2.1. Existing Marketing Strategy in Labuan Bajo 39
4.2.2. Analysis of Segmenting, Targeting, Positioning (STP) 41
4.3. Promotion Strategy 50
4.3.1. Existing Promotion Strategy in Labuan Bajo 50
4.3.2. Analysis of Promotion Mix 53
4.3.3. Analytical Hierarchy Process (AHP) 59
Chapter 5. Conclusion, Limitation, and Recommendation 65
5.1. Conclusion 65
5.2. Limitation 65
5.3. Recommendations 66
5.3.1. Academic/Future Research Direction 66
5.3.2. Government 66
5.3.3. Industrial 67
REFERENCES 68
ABSTRACT 73
초록 76
ANNEXES 79
Table 1-1. Number of Tourist Visitors to Labuan Bajo 2018-2019 12
Table 2-1. Indonesia's Tourism Portfolio Product 19
Table 3-1. Pairwise comparison rating scale 31
Table 3-2. Pairwise comparison matrix for criteria 32
Table 3-3. Pairwise comparison matrix for alternative on criteria 1 32
Table 3-4. Random Index (RI) Value 33
Table 4-1. Summary of STP Analysis 50
Table 4-2. TOWMG's List of Promotional Activity 52
Table 4-3. Pairwise comparison matrix of CRITERIA 60
Table 4-4. Comparison matrix of alternatives on PERSUADING criteria 61
Table 4-5. Comparison matrix of alternatives on INFORMING criteria 62
Table 4-6. Comparison matrix of alternatives on REMIND criteria 62
Table 4-7. Ranking Table 64
Figure 2-1. The Triple Bottom Lines 16
Figure 2-2. Ecotourism as a Sustainable Development Concept 17
Figure 2-3. Tourism Market Segmentation 17
Figure 2-4. STP Marketing Model 23
Figure 3-1. AHP Work Principle 30
Figure 3-2. Hierarchy Tree 31
Figure 4-1. Top 10 Countries Arrival in 2019 43
Figure 4-2. Hierarchy Tree 60