THE MICE MARKETING SYSTEM A STUDY OF THE 9 TH JOGJA INTERNATIONAL TRAVEL MART (JITM) 2018 IN YOGYAKARTA

Putrisari, Mialana Baby (2018) THE MICE MARKETING SYSTEM A STUDY OF THE 9 TH JOGJA INTERNATIONAL TRAVEL MART (JITM) 2018 IN YOGYAKARTA. Masters thesis, Sekolah Tinggi Pariwisata Ambarrukmo (STIPRAM) Yogyakarta.

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Abstract

MICE (Meeting, Incentive, Conference and Exhibition) has been a part of the tourism industry in Indonesia, specially in Yogyakarta. Jogja Travel Mart (JTM) or now rebranding to international brand identity as Jogja International Travel Mart (JITM) confirmed itself as the one and only B2B (Business to Business), networking meeting of the international travel industry in Yogyakarta region. The purpose of this event to bring together seller and buyer in table top meeting. The purpose of this research are : a. to examine what kind of marketing system is used in developing Jogja International Travel Mart event in Yogyakarta; b. to learn more about the event marketing strategy that has lasted for 9 years; c. to determine the concepts and strategic issues that are useful in influencing the marketing of MICE sector, especially in travel mart events; d. To analyze all documents related to MICE event, especially table top style meeting; e. To identify all the strategy needs by the marketing team to promote the travel mart events; and f. To improve the author performance, both increase the knowledge and experience in the field of marketing, especially in the sector of MICE. This research uses qualitative research with descriptive approach. Data collection is done by in-depth interviews, field observation, and documentation. The informant research is Representative of the Yogyakarta Tourism Office, Representative of Indonesian Travel Company Association (ASITA) Yogyakarta, Representative of Indonesian Hotels & Restaurants Association (PHRI)and Buyers. Once the data is obtained, then the data will be analyzed by interpreting the data, the next step is checking the validity of the data using triangulation data. In this research, there are some main findings related to this event. Researcher described the findings in this chapter into three parts, they are : (1) Findings about the special needs for marketing system in JITM, (2) Findings about buyer and seller needs, (3) Findings about special marketing systems used in travel mart event in Indonesia. Meanwhile, there are some research results obtained by the author, the first is the Organizing Committee of JITM using special marketing system to promote this event. The committee promoting the event by spreading invitations to the preferred buyers. Second, The reason of organizing committee using this invitation distribution system, because Jogja International Travel Mart is not an open event that can be attended by the outside community like a food or electronic exhibitions. Travel mart event is a business meeting between sellers and buyers, it has special handling and unusual promotional system. And the last, the way the committee distributes invitations is to select the buyers from their respective countries which are included in the database of Ministry of Tourism, in the form of ASITA member database or PHRI database proposal, and some are coming from ASITA database when traveling mart activities in abroad. So the committee must give invitations to potential buyers to get the best buyers who already have a name in the world of travel trade and have official permission.

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