Strengthening destination competitiveness: A case of Yogyakarta, Indonesia Dewi Eka Murniati Abstract The paper attempts to investigate tourism policy implementation in Yogyakarta, Indonesia and examine the effort to promote and strengthen the destination competitiveness. As the second most visited destination after Bali, Yogyakarta still suffered low performance in terms of tourists length of stay. In the other words, Yogyakarta is a prospective tourist destination, however, travelers do not explore and experience the city resources completely. Some vital works are proposed to be taken into consideration to improve and support the destination image and competitiveness, which are strengthen tourism destination identity, strong support on destination branding, and empower the destination stakeholders. All parties in the destination include government, DMO, and other destination practitioners need to cooperate in planning strategies to deliver excellent destination experience. Background East Asia and Pacific has been the fastest growing destination region over the past 30 years, as a result of the well-developed tourism product, improved international access and cost (World Trade Organization, n.d.). In 1980 1998, the regions have achieved 8.1% – growth rate of tourist arrival. Recently, Asia becomes the second most visited region in the world after Middle East (World Tourism Organization, 2010). In Indonesia, foreign tourits motivation towards tourism in this country is relatively high. In 2010, 7 million foreign tourists arrived, an increase of 8.5% from the year before (Mediaindonesia, 2011). Moreover, tourism sector is included as the second biggest sector to Indonesia GDP after industry sector. Tourism government of Indonesia has promoted some cities that have unique and strong potential as the most top destination throughout Indonesia. On this matter, Yogyakarta, Indonesia has been awarded as the second most destination after Bali (Indonesiatravel, 2010). Ruled by a king until nowadays and its rich in traditions and heritages, Yogyakarta, Indonesia has been known as cultural city, and marked as the Special Region of Yogyakarta, Indonesia. Its important role in political history of Indonesia in the war independence era and
Strengthening destination competitiveness: A case of Yogyakarta, Indonesia Dewi Eka Murniati Abstract The paper attempts to investigate tourism policy implementation in Yogyakarta, Indonesia and examine the effort to promote and strengthen the destination competitiveness. As the second most visited destination after Bali, Yogyakarta still suffered low performance in terms of tourists length of stay. In the other words, Yogyakarta is a prospective tourist destination, however, travelers do not explore and experience the city resources completely. Some vital works are proposed to be taken into consideration to improve and support the destination image and competitiveness, which are strengthen tourism destination identity, strong support on destination branding, and empower the destination stakeholders. All parties in the destination include government, DMO, and other destination practitioners need to cooperate in planning strategies to deliver excellent destination experience. Background East Asia and Pacific has been the fastest growing destination region over the past 30 years, as a result of the well-developed tourism product, improved international access and cost (World Trade Organization, n.d.). In 1980 – 1998, the regions have achieved 8.1% growth rate of tourist arrival. Recently, Asia becomes the second most visited region in the world after Middle East (World Tourism Organization, 2010). In Indonesia, foreign tourits motivation towards tourism in this country is relatively high. In 2010, 7 million foreign tourists arrived, an increase of 8.5% from the year before (Mediaindonesia, 2011). Moreover, tourism sector is included as the second biggest sector to Indonesia GDP after industry sector. Tourism government of Indonesia has promoted some cities that have unique and strong potential as the most top destination throughout Indonesia. On this matter, Yogyakarta, Indonesia has been awarded as the second most destination after Bali (Indonesiatravel, 2010). Ruled by a king until nowadays and its rich in traditions and heritages, Yogyakarta, Indonesia has been known as cultural city, and marked as the Special Region of Yogyakarta, Indonesia. Its important role in political history of Indonesia in the war independence era and
5-makalah-destinations-marketing.docx