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All Journal Quantitative Economics and Management Studies INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE
Mercy Reinette Handayani Mantur
STIE Eben Haezar Manado
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics

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City Branding Performance Analysis of 'Flower City' to Increase the Tourist Visit Interest in Tomohon City Mercy Reinette Handayani Mantur; Pricilia Anastasia Chuanda
Quantitative Economics and Management Studies Vol. 4 No. 6 (2023)
Publisher : PT Mattawang Mediatama Solution

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35877/454RI.qems2051

Abstract

Tomohon City is a city known as "Kota Bunga" or Flower City as a tourist city located in North Sulawesi Province, Indonesia. Based on data from the Central Statistics Agency (BPS) of Tomohon City in 2021, as many as 75% of tourists stated that they were interested in visiting this city because of the city branding as "Flower City". However, only around 60% of tourists are satisfied with the quality of its tourism services and facilities. This research aims to analyze the performance of city branding of Tomohon City whether it is in line with expectations according to tourists' assessments so that indicator results are able to be improved and maintained. This research was conducted in Tomohon City, North Sulawesi Province, consisted of two hundred respondents from among tourists to fill out the questionnaire and five respondents from the government and stakeholders for interviews through the sampling technique, namely purposive sampling. The method in this research used Importance Performance analysis, which was then analyzed in the Importance Performance Matrix based on the Cartesian quadrant. The results of this research are based on the importance of performance matrix. Tourism potential indicators are the indicators in quadrant 1, which are considered the most important but have not shown performance that satisfies visitors, causing them to be a priority for improvement. Meanwhile, the attractiveness indicator is in quadrant 2, which means that this indicator is considered important and able to satisfy visitors. The city atmosphere and accommodation indicators are included in quadrant 3 where the performance level of both indicators is low and is considered very unimportant. City physical indicators and community openness are included in quadrant 4 where these indicators are considered unimportant enough and are not expected but have high performance.
COMMUNITY-BASED MARKETING STRATEGIES IN DEVELOPING MARKETS Moh. Yamin Darsyah; Mercy Reinette Handayani Mantur; Melyana R Pugu; Al-Amin; Eyad Saleh Bani-Domi
INTERNATIONAL JOURNAL OF ECONOMIC LITERATURE Vol. 2 No. 8 (2024): August
Publisher : Adisam Publisher

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Abstract

Community-based marketing strategy is a marketing approach that emphasises building and managing an active community of consumers, users, or fans of a brand, with the aim of creating stronger bonds, increasing loyalty, and driving organic growth through positive social interactions. This approach relies on the creation of shared value between the brand and its members, where two-way communication and active customer participation in various activities are key. This strategy focuses on shared experiences, trust, and values shared within the community to drive engagement, positive word-of-mouth, and ultimately, sustainable market development over time. The research method conducted in this study uses the literature research method. The results show that community-based marketing strategies offer various benefits, including increased customer engagement, positive responses through word-of-mouth, and the ability to obtain real-time feedback that provides opportunities for innovation and fulfilment of customer needs more effectively. However, challenges such as the need for a large investment of resources and the difficulty in measuring short-term ROI mean that this strategy requires a patient and consistent approach. Community-based marketing strategies, with the right approach, can be the key for companies to develop markets in a more sustainable way and increase long-term profits.
Co-Authors Al-Amin Eyad Saleh Bani-Domi Melyana R. Pugu Moh. Yamin Darsyah Pricilia Anastasia Chuanda