IMPLEMENTATION OF COLLABORATIVE MARKETING ACTIVITIES FOR INTERNATIONAL TOURISM MARKET

Abstract

The COVID-19 Pandemic gave the biggest challenge to the tourism industries and actors in the world during 2020 – 2021. In early 2022, several countries opened their borders, and in 2023 all countries opened their borders indicating international tourists can and have choices to visit other countries. In 2023 or post-pandemic, every country also carried out again their international tourism marketing to reach the number of international tourists visiting their countries, especially destination marketing which has impact on package sales. International tourism events were being held again and filled with NTO (National Tourism Organization) booths as well as tourism industries, tourism actors also held B2B meetings to do business contact and contracts, and destination introduction also resumed. Indonesia tourism, without exception, also resumed its marketing strategy in the target market countries to promote tourism packages. However, the financial resources for tourism marketing, which falls as the scope of work of Deputy of Marketing, Ministry of Tourism and Creative Economy, have not returned to pre-pandemic level. In 2023, the government of Indonesia was still focusing on infrastructure and education. One of the strategies that can be applied in tourism marketing is Collaborative Governance (CG). This concept prioritizes multi-stakeholders’ collaboration which can be viewed as governance in tourism as well as in public policy. Its implementation also discusses domain in it. This research will discuss the implementation of collaboration between the government and tourism stakeholders and the effectiveness of international tourism marketing collaboration in increasing international tourists visit. The result of this study shows that Deputy of Marketing can implement collaborative governance model through multi-stakeholder’s role approach. However, this concept has several challenges which come from the willingness of the leader and the technical unit implementing the model, partner who has the will and resources to collaborate, the trust of the stakeholder as collaboration partner, stakeholders who have the resources, destinations which is in accordance with the form of marketing collaboration that can be implemented.