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Strategy Development of Tourism Sector Based

on Small and Micro Enterprises


(Case Studi in Bangka Belitung)
Reniati
Management Department
Economic Faculty-Bangka Belitung University
Pangkalpinang-Indonesia
Email : r3ni4ti@yahoo.com

Abstract The objective of this study is create a map


small and micro enterprises that supported tourism
sector in Bangka Belitung Province, arrange that
priority development of tourism asset and decide of
marketing strategic small and micro enterprise that
supported tourism sector in Bangka Belitung Province.
The sample consists of 200 entrepreneur from small and
micro enterprises. The result show that, the map of
small and micro enterprises that supported tourism
sector in Bangka Belitung consist of skill labor (low
education level), materials (difficult), capital (difficult
and expensive), technology (difficult and expensive),
cultural (strong characteristic), management (easy
management), market (limited market), price (not
stable/fluctuative), employment (high level of labor
absorption), contribute for tourism sector (high
contribution for tourism sector), financial perspective
(low sales, high production cost), customer perspective
(customer are not loyal and new customer a little),
process of internal business perspective (good enough),
growth and learning perspective (rarely frequently).
Priority of development of tourism asset are
development of tourism infrastructure (0.300), increase
of quality human resource in tourism (0.229),
diversification tourism object (0.198), increase budget
of tourism (0.143), and development efforts supported
tourism (0.130). Marketing stretegic and small micro
enterprises are (0.213), people (0.176), price (0.148),
positioning (0.120), power (0.096), physical (0.077),
promotion (0.059), publicity (0.043), place (0.031),
purchasing power (0.025), public relation (0.012).
Keywords : Strategy development of tourism sectors,
the map of small and micro enterprises, tourism
assets.
I.
INTRODUCTION
Must be acknowledged considerable effort has
been coaching and development of micro and small
businesses who do today, only these efforts are still
overlapping and done individually, by each department.

So what happens is (1) ineffectiveness of the coaching


(2) the absence of a uniform indicator of success, as
each agency seeks to pursue goals and objectives in
accordance with the criteria they set them selves.
In Bangka Belitung Archipelagos Province,
small and micro enterprises (SME) that support tourism
development is needed, this is because the Province of
Bangka Belitung Archipelagos have three leading
sectors of fisheries, fish processing industy, and
plantation. The third characteristic of the growth of the
sector a Province Archipelagos towards progress.
Potential Tourism service it self large enough was seen
of 21 objects owned tourism Bangka Belitung Province,
but judging from the number of tourism coming from
abroad and the archipelago is still less than expected,
which is only 241 person/year. (BPS Bangka Belitung
Province, 2006). So that its contribution to revenue is
still far from expected.

1.

2.

3.

II.
OBJECTIVE
The Purpose of the study is to :
Mapping of micro and small businesses
supporting the tourism sector in the Province of
Bangka Belitung Archipelago.
Inventory and arrange priority scale asset
development of tourism in the Province of
Bangka Belitung Archipelago.
Determining strategy of supporting the tourism
sector based on micro and small businesses in
The Province of Bangka Belitung Archipelago.

III.
CONTRIBUTE RESEARCH
The output from this study of strategies that
local goverment should do with regard to activity-based
tourism small and micro enterprises. Blue print this
strategy will be essential steps for the goverment to be
more mature in the determining tourism programs are
now a trend setter in the Province of Bangka Belitung.

IV.

Map of
Tourism
Sector
Based on
SME

PARADIGM OF RESEARCH

Strategy of
Development
Tourism
Sector Based
on SME

Strategy of
Marketing
Tourism
Sector
Based on
SME

Figure 1. Paradigm of Research


In an effort to increase the competitiveness of
the tourism industry in each region, significant efforts
formulated to obtain low-cost conditions in the
development of tourism business. This is because the
price of tourism services is a form of communication,
where we was the result of a dialogue that reflects how
high the benefits or value that will be paid tourists. In
addition to overcoming the complexity of the tourism
industry, every region needs to establish an institution
(agency) is solely responsible for the development and
improvement of the competitiveness of tourism in which
independen its budget supported by the goverment.
Definition of small and micro enterprise
according to Law No. 20 of 2008 on SME is as follows :
micro criteria : 1) has a net worth of Rp. 50,000,000 not
including land and buildings where the business; or 2)
has annual sales of Rp. 300,000,000. Small business
criteria are as follows : 1) has a net worth of more than
Rp. 50,000,000 up to a maximum of Rp. 500,000,000
not including land and building where the maximum of
Rp. 2,500,000,000.
Each company is always trying to survive, grow
and compete. Whithin this framework, each company is
always set and implemet strategies and how the
implementation of marketing activities. One element in
the integrated marketing strategy is the marketing mix
strategy (Marketing Mix). The fourth element or the
marketing variables are : product strategy, pricing
strategy, distribution strategy and promotion strategies.
(Tjiptono, 2008). The fourth strategy above affect each
other (independent), so it is important as an integral
strategy of marketing mix strategy. This strategy is a
guide to using the element/variable that can be
controlled marketing of the company, to achieve
corporate objectives in marketing. (Assauri, 2007).
Another marketing mix that is includes 7P : people,
positioning, public relations, power, physical, publicity,
and purchasing power.
V.
RESEARCH METHODOLOGY
Research method used was case study and field
research. Necessary data described in this study 14
variables to map the small and micro enterprises criteria
supporting the tourism sector : skilled labor, raw a
materials,
capital,
production
facilities/business
technology, social culture, business management,
market availability, price, employment, contribution to

the tourism sector, the finansial perspective, customer


perspective, internal business process perspective and
learning and growth perspective. AHP variable assets
for tourism are : the object of tourism, tourism
infrastructure, which supports the development of
tourism businesses, improving the quality of tourism
human resources and budget for the tourism sector.
While AHP variable for the marketing strategy consist
of 11P namely : price, place, product, promotion,
people, positioning, public relations, power physical,
publicity and purchasing power.
Sample taken after divided into groups/clusters
of business : specialty shops, restaurant, fish processing
industries, hotels, and souvenir shops. There clusters
were taken purposively sample (intentionally). Each
cluster is selected 20 people from micro entrepreneurs
and 20 people from the small enterprises. So the number
of samples taken was 200 people. Analysis for the
determination of priority assets development of tourism
and the determination of tourism policy strategy
conducted by micro-small business-based Expert Choise
2000 through the method of Analytical Hierarchy
Process/AHP (Saaty, 2000).
VI.

RESULTS

A. Map of Micro and Small Enterprises to Support


the Tourism Sector in the Province of Bangka
Belitung Archipelago.
The result show that the map small and micro
enterprises supporting the tourism sector, that of silled
labor side was good enough level of education, but if
viewed from the experience and the number of workers
must be improved. Criteria for raw materials from the
average quality good and easy to get. And capital
investment is also relatively affordable used except for
hotels needs huge funds. While from the side of
accessibility is difficult to obtain financing. Production
fasilities, business/technology is difficult to get and the
price is also quite expensive. But if social criteria sawn
of culture almost all businesses have a characteristic
strong regional and supported by the surrounding
community. Business management is also quite easy to
do and new markets enered the inter-district and inter
provincial means no exported, and the distribution is
fairly easy to do. For criteria fairly stable price and all
have the absorptive capacity of labor, although still
small, and the contribution of large tourism sector.
In the financial perspective has the best
performance is the greatest advantage is small restaurant
profit most souvenir shops. From the perspective of the
customer the best in maintaining customers are also
travel/ticketing, but the worst is the souvenir shop. In
the internal business process perspective, micro and
small enterprises supporting the tourism sector in the
Province Bangka Belitung Archipelago for 50% product
quality is good business and 50% business well enough.
The best product quality is the typical food store, which
is ugly souvenir shop. Meanwhile, if viewed from the
service everything was good except a good souvenir

shop. In the perspective of learning and growth


performance of SME was less than satisfactory,
especially when seen from the increase in staff expertise
where almost all businesses rarely do activities to
increase employee skills. Only fishery processing
industry and souvenir shops sometimes do the activity.
On improving employee attitudes somewhat better
because the restaurant and hotel already established
activities to increase employee attitudes.
B. Priority Scale Assets Development of Tourism in
The Province of Bangka Belitung Archipelago.
Priority scale assets development of tourism in
the Province of Bangka Belitung Archipelago is tourism
infrastructure development (0300), improving the
quality of human resources tourism (0229),
diversification of tourism objects (0198), increased
budget for tourism (0413) and business development
supporting tourism (0130).
C. Marketing Strategy for Tourism Support Sector
Based on SME in the Province of Bangka
Belitung Archipelago
Marketing strategy for tourism support sector
based SME in the Province of Bangka Belitung
Archipelago is a marketing mix (4P) + (7P) = (11P)
where the priority strategy is as follows :
Product/services (0213), people (0176), price (0148),
positioning (0120), power (0096), physical (0077),
promotion (0059), publicity (0043), place (0031),
purchasing power (0025), public relation (0012).
VII.
CONCLUSIONS
The map of small and micro enterprises that
supported tourism sector in Bangka Belitung consist of
skill labor (low education level), materials (difficult),
capital (difficult and expensive), technology (difficult
and expensive), cultural (strong characteristic),
management (easy management), market (limited
market), price (not stable/fluctuative), employment
(high level of labor absorption), contribute for tourism
sector (high contribution for tourism sector), financial
perspective (low sales, high production cost), customer
perspective (customer are not loyal and new customer a
little), process of internal business perspective (good
enough), growth and learning perspective (Rarely
frequently).
Priority of development of tourism asset are (1)
development of tourism infrastructure, (2) increase of
quality human resource in tourism, (3) diversification
tourism object, (4) increase budget of tourism, and (5)
development efforts supported tourism.
Marketing strategic small and micro enterprises
are : (1) product/service, (2) people, (3) price, (4)
positioning, (5) power, (6) physical, (7) promotion, (8)
publicity, (9) place, (10) purchasing power, (11) public
relation.
The advice given from this research are :
1. The need for the goverment improve access to
finance for SME supporting the tourism sector
in the Province Bangka Belitung Archipelago.

2.

3.

Improving public infrastructure so easy to obtain


the means of production/technology and ensure
its cheap.
Improving business management training,
especially related to marketing strategies to that
they will be able to improve marketing to the
region/province and other countries.
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