ANALYSIS OF MARKETING TOURISM FACTORS IN BANDUNG CITY’S LEADING TOURISM OBJECTS

Abstract

Based on measurements made by Frontier Consulting Group and Tempo Media Group, the tourism index of Bandung City is one of the highest in Indonesia, reaching 95.30 or higher than Denpasar City with Tourism Index 87.65 and City of Yogyakarta with Tourism Index 85.68. Bandung has many excellent tourist objects that have their attraction. Bandung, as a creative city, always tries to create a different tourism concept. It is done as a marketing tourism strategy to increase the number of tourists who come to visit the city of Bandung. This research examines how much these factors influence marketing tourism, and which factors are the most dominant in affecting marketing tourism. Based on the result of the six tourism marketing factors, namely economic factors, social factors, cultural factors, tourist attraction factors, perceptions of information technology, and environmental perception factors, which were previously formed by 31 manifest variables. The dominant new factor found in representing the factors of tourism marketing, namely the environmental attractiveness factor.