DESTINATION MARKETING AND TECHNOLOGY :

THE CASE OF WEB-DATA MINING

Oleh :

1. Iin Desy Retno Wiarsi (1641121055)

2. Dewa Ayu Mahadewi (1641121069)

Dosen :

Dr. I Made Suniasta Amerta, S.S., M.Par

FACULTY OF LETTER

WARMADEWA UNIVERSITY

2018 / 2019
 PREFACE

Thank God we pray to the presence of God Almighty because we can finish this
paper. The preparation of this paper aims to know what is the complements and
adjustments. We would also like to thank Mr Suniasta a lecturer of pariwisata budaya.
Finally we realize that this paper is very far from perfection. Therefore, with all humility,
we receive criticism and suggestions for the further preparation of the paper. For that we
say many thanks and hopefully this paper is useful for us and for readers.

Denpasar, 15 December 2018

Author
 CHAPTER I

INTRODUCTION

1.1 Issue Background

Destination Marketing
That destination marketing has exercised the minds of both practioners and academics e evident
from the published academic literature and consultancy reports that litter desks of national, regional
and local tourist organizations. In 202,Pike was able to 142 academic papers that had been published
about 973 to 2000 (Pike 2002a). The reasons of the popularity of the topic are not difficult fathom.
Simply put, destinations require tourists so the that their commercial attractions and accommodation
suppliers are financially viable thereby delivering the employment and income impacts promised by
tourism destination marketing organizations, which not uncommonly, are financed by governmental
bodies as well as commercial operators.
From a conceptual perspective, the perhaps simplistic AIDA marketing model also explains the
popularity of the subject. The AIDA model that purchases are the outcome of a sequential process of
gaining attention, creating interest and the desire to buy, and taking the final action of making the
commercial transactions While noting that the operationalization of destination image may be overly
dependent attribute lists (e g, is a destination safe? Does it contain aesthetically pleasing beaches?
etc). Pike 002a 542) comments that, thus far, there is not yet an accepted theory lace the multi
attribute models Two other equally clear conclusions also merge.
First perceptions of place may be favorable or unfavorable. Secondly, any destinations lacking
marketplace. In his own research and modeling of the decision making process with reference to short
break holidays, Pike (202b) reinforces the notion of ToMA. Top of the Mind Awareness Arguably,
this can be differentiated from the evoked set of Howard and I set of impressions that lead to
predisposition to action ToMA is also contextualized within an experiential actionable context
consciousness inherent in holiday destination selection.

Drawing on the same research project, Pike and Ryan (t) note the importance of positioning
theory, arguing that in an increasingly competitive tourism industry, a key challenge for destination
marketers is to succinctly position their multi-attributed product range in a manner that cuts through a
dynamic and heterogeneous market place. The explosion in destination choice and destination
publicity material has only served to increase conclusion among potential travellers (Gonn, 1985)
Positioning theory is based on three propositions (Ries and Trout 1986) First, we live in a society
bombarded with information on a daily basis Secondly, the human mind has developed a defence
system against the clutter Thirdly the only through the clutter is through simplified and focused
messages :
 Marketing battles are not ought in the customer's officer in ormarkets o stores of America Those are
only distribution is decided e dark whose brand selection battles are fought inn and why place A
place that's battles are fought inside the mind (Ries and Trout, 1986:169)

Image is the key construct in destination positioning Kotler, Haider and Rein (1993 141) highlighted
the way in which minds simplify the process of destination images formation a simplification of large
number of associations and pieces of with the place. They are the product of the mind trying to
process essentialize huge amounts of data about a place In the three decades since the destination
image studies appeared (see Andesem and Colberg, 1973, Matejka, Mayo, 1973), the topic has
become one of the most prevalent in the tourism li Chon's (1990) review of 23 frequently cited
destination image studies, found the popular themes were the role and influence of destination image
in traveller behaviour and satisfaction. It has been suggested that images held by potential traveller
important in the destination selection process and they can affect the very viability of the destination
(Hunt, 1975). Many tourism products are reinforce positive images create a new image already held
by the target markets, connect negative image or create a new image.

1.2 Problem Identification

What is marketing destination and the relation?

1.3 Purpose of the paper

To know marketing destination and the relation of.

 CHAPTER II

DISCUSSION

Destination marketing is a type of marketing that promotes a destination (town, city, region,
country) with a purpose to increase the number of visitors. In other words, destination marketing is
tourism advertising for a specific location. Unlike product marketing, where the products are delivered to
customers through distribution channels, in destination marketing consumers travel to the destinations.
Which bring some peculiarities to the ways of promotion.

Technology is the collection of techniques, skills, methods, and processes used in the production
of goods or services or in the accomplishment of objectives, such as scientific investigation. Technology
can be the knowledge of techniques, processes, and the like, or it can be embedded in machines to allow
for operation without detailed knowledge of their workings.

The simplest form of technology is the development and use of basic tools.

E-marketing is the concentration of all efforts in terms of adapting and developing marketing
strategies into the virtual spaces: web, social media. In an e-commerce site, e-marketing must help
consumers in their purchase. This requires precise knowledge of the customer's preferences. For this
reason, holders of e-shops must find out to whom, to what, how and when to refer to the customer, ergo,
to know the “consumer decision journey” and strengthen their engagement. This analysis is obtained
when the customer is visiting an e-shop because (s)he leaves a digital footprint that can be used to
understand his/her needs, desires and demands as well as to improve web presence. These data can be
used for data mining to understand the e-marketing and selling processes in a better way. In this paper a
survey of 86 e-shops in Spain is presented. In the conclusions, some ideas for good e-marketing practices
related to the buying behaviour analysis of customers are shown. Hence, new trends in e-marketing are
suggested from a strategic, tactical and operational level in which different data mining techniques ease
the purchase and the engagement.

2.1 Use of websites in destination marketing

To this perpetual marketing dilemma of attracting and holding the attention of potential tourists,
can be added the technologies of the twenty-first century. It is a commonplace experiential service, cannot
be sampled prior to the act of purchase le in the case of repeat and consumption. While caveats exist to
this statement, for example visitation to a specific place, or in the repetition of a given type of holiday
activity (e.g. an adventure holiday based on a specific activities.) nevertheless every touristic experience
arguably retains the potential for difference when compared to past actions. Indeed Dann (2000a, 2000,
2001) has argued that the quintessential appeal of holidaying behaviour lies precisely in the comparison
arising from difference, that is the differences our lies precisely in the comparison between holiday and
non-holiday life, and between one holiday and another.
2.2 Identifying visitors

By 2002 new opportunities for web-based destination marketing began to present then selves as a
result of improvements in both software and hardware. From the perspective of software development,
significant advances were made and continue to be made, in the field of web based data mining
techniques, while the advent of new Internet access services in cellular telephones have also presented
opportunities to destination marketers. In some ways, web-based data mining techniques simply represent
an extension of database marketing. In the retail industry, organisations learnt long ago that till receipts
represented a wealth of data about customers and purchasing habits, if it were possible to access them.
The advent of more powerful computing technologies made that possible and from the 1980s onwards
retailers began to take advantage through the establishment of various credit card and loyalty schemes For
example, an analysis of till receipts can indicate any temporal patterns in the purchase of various products
Regional analyses an also possible. While such in analyses are also achievable through stock control
cording, the capture of customer id knowledge about consumers. Frequent shoppers and their purchasing
habits become readily identifiable, and with this knowledge comes the creation of various promotional
packages designed to appeal to the shopper Relationship marketing became the catchword of the late
1980s and early 1990s. Shoppers were made aware of new products, were offered privileged shopping
hours and much else. In the tourism industry, the loyalty schemes offered by airlines, car rental and
accommodation supplies worked on the same principle. By the end of the twentieth century networks of
such suppliers, as well as banking and insurance interests among others, had been established.

Destination marketing organisations, however, face difficult in seeking replicate such

promotional practice. Among the reasons that inhibit the develops of any form of relational marketing are,
first, that tourists are not, in many instant contractual customers of the destination marketing organisation.
Even where tour information centre (often part of a destination marketing organisation's operations) make
bookings for activities, attractions and accommodation, they do so as an gency on behalf of a principal. In
short, the tourist is the client of the hotel or attraction operator, not that of the destination marketing
organisation. Secondly, for many visitor particularly. International tourists the likelihood of frequent
repeat travel to a destination is comparatively low. This is especially true in the case of long-haul
destinations from the originating country (e.g. from the UK to either New Zealand Australia).
Consequently, any attempt to establish a longer-term relationship with the visitor is invariably
unproductive, especially if such relationships are dependent upon relatively expensive modes of
communication such as brochures and postage. Thirdly, even if a destination marketing organisation
seeks such relationships, for the most part such investments are impossible because many of the
marketing organisations operate with constrained financial resources.

2.3 Forms of web-based data mining

The advent of the Web, as noted above, means that relationship marketing is not possible but
potentially profitable. First, the initial counts of establishing a website can be budgeted, and are not open-
ended. Secondly, any requests for information from potenttial customers, via email, allow a cost-effective
relationship marketing to occur. Thirdly, the Web offers a means by which destination marketing
organisations can take advantage of what has consistently been shown to be one of the major components
in any tourism marketing, namely the word-of-mouth syndrome.

There are three forms of web-based data mining These are:

- Web usage. This loks at the sequential patterns of pags and URLs that users log on to.

- Web structure mining. This refers to the structure of pages.

- Web content mining. This is a kind to the establishment of relational databases, whene lal ages
between user types, user patterns and web pages, and information.

In other areas of commerce, such data mining techniques have commercial organizations to put
together packages designed to appeal to the purchaser when he/she accesses that operation's web page.
Perhaps one of the better known examples is that of Amazon com. There, a registered user will be greeted
by name, and the web page will display offers constructed for that user based on the users past searches of
the various catalogues maintained by Amuzon.com.

However, at the beginning of the twenty first century, a number of factors still exist to inhibit the
use of such techniques by destination marketing organizations. Although over time they will become less
important, Olmeda and Sheldon (2001) note the following inhibiting factors:

- The current techiniques are hungrs for computing poscer because of a need to monitor and make sense
of literally million of website hits.

- Comples algoritime, requiring skilled technicals, are required to solve computing problems.

- As techniques and systems become more successtul, the costs of support systems, such as off-the-shelf
data mining packages, increase.

- IIsues of privacy can occur.

- Any messages sent by the destination marketing organisation may be treated as spam.

- High volums of email may be roquind to sccure "hits"

Given that the USA does not estend the same legislative prolection as the EU, the situation arises
whereby in a world of global business and purchasing patterns, a significant gap in business practice
betwein two of the leoding trade bloss exists a gap which inhibits information exchanges of this nature.
From the point of view of a destination promotion and marketing this may not be a major restraint where

(a) the enquirer has freely given nal information and

(b) where records are not transferred across national boundaries, but the delegation of a task to a website
developer or Internet Protocol server might create some problems where the second condition does not
apply.

The growing use of the mobile telephone is ushering in an era of m(obile)-commerce, albeit with
possibly more restraint than the promotional promises that accompanied the introduction of e-commerce
and the trading in dot.com shares. M-commerce represented a dynamic pre-trip and in-trip means of
communicatio by destination marketing organizations as is indicated in.

Also reveals a constraint upon the use of the celular telephone, namely that it is but one means of
comnunication among many. Howeve the World Tourism Onganization Business Council 2001 is
identification one group of users for whom m-commerce might possess real advantages, and that is the
"last minute and busy traveller" the Council notes :

Type tourism information media

Static Dynamic

Pre-trip Brochures Phone, Fax, Email

Guidebook Travel Agent access to GDS
CD=ROM Internet
In-trip Kiosks Phone, Fax, Email
Guidebook Destination Information System
TV Channel in Hotels Internet

Premium opportunities they offer should not be over locked According to a recent study by Cap
Gemini America Ernst and Young, it is projected the number of US Internet use using cell phones for
wireless data applications will increased 33% in 2001 to 7es by the end of 2002.
 CHAPTER III

CLOSING

3.1 Conclusion
To conclude this chapter, three further observations can be made, the last of which relates to the
introduction. First, if destination marketing organisations are fully to exploit data mining from a growing
number of users who will increasingly be freed from the need to access a computes, some fundamental
truths still apply. The destination marketing organisation needs to be able to offer a full service to any
user, and its web pages need to act as a portal for those operators, attractions and accommodation
providers that exist within its region. The traditional need for relationships with key tourism industry
stakeholders remains and the strength of those relationships will often depend upon personal
relationships. But before one becomes too excited by the technological opportunities opening up one has
to be realistic. Many marketing organisations have scarce resources.They are also driven by a range of
competing motives Ryan (2002) describes the political framework within which destination marketing
organisations operate (Figure 172). In short, in scribe of calls for strategic and rational planning regimes,
the nature of both the funding and the stakeholders often means that destination marketing organisations
are flexible and inconsistent in marketing In part, this also reflects the nature of the product- tew
destinations remain static as to their attractions. Hotels attractions, restaurants and other facilities
represent a changing portfolio of activities and resorts can reinvent theme selves in surprisingly short
periods of time.

Secondly, image and technology are related in the sense that a destination marketing
organizations that fully utilises current technologies is creating an image of being contemporary, efficient
and dynamic. It is up with the times, even if promising quiet escapes. Research undertaken by A C.
Nieben for Tourism New Zealand in 2002, based on 3,000 interviews with tourists, indicated that a
destination product consisted of the components. These were the iconic attractions (i.e the trigger for
Pike's ToMA (Pike, 2002b), the core product (i.e, the commissionable products sold through the channels
of distribution) and the activities Le the expressional aspects of tourism).

The utilization of techniques like web data mining also permits a destination marketing
organization to develop products for the tour operators and travel agents, by better understanding the
nature of packaging that might appeal to some aspects of the market This can reinforced by statistical
analyses of tourist flows Finally, one can return to the concept of Top of the Mind Awareness' From the
late 1970s there have been a number of studies that have reconfirmed the findings that destination choice
is made from a small set of alternatives Woodside and Sherrell (1977) found it to be 57, Thompson and
Cooper (1979) 62, Bronner and de Hoog (1985) 4 plus or minus two destinations in an evoked set, and
Ryan (1994). Hence, to be competitive, Destinations must use whatever means possible, first, to be within
the considered at and, second, to take advantage of that positioning in convert interest to purchase. It is
suggested here that while web-based data mining might not sucessed in the first f these two tasks it
certainly helps in achieving the second pool by asking custommerisation. It further helps a destination in
word-of-mouth recommendation.
 Many studies reconfirm the importance of word-of mouth recommendation (e.g. for restaurants,
Su Wen'Yu and Bowen, 2000, for senior citizens, Prideaux, Wei and Ruys, 2001, for bed and breakfast
and small hotel accommodation, Lubetkin, 1999, and for hotels, Callan, 199s, to mention but a few recent
examples).

3.4 Suggest

We are as the writer want to apology for the shortage of this paper. We know that this paper is
still far from perfect. So that we need the suggest from the reader for the perfection of this paper. Thank
you very much for the reader
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https://en.m.wikipedia.org/wiki/Technology

https://www.sciencedirect.com/science/article/pii/S1877042815012367