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The Impact of Promoting Tourist Destinations after Earthquake in Lombok
Farid Said, Hamsu Hanafi, Surayyal Hizmi, Zulkifli Harahap
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DOI:10.17265/2328-2169/2019.04.003
Lombok Tourism Polytechnic, Lombok Tengah, Nusa Tenggara Barat, Indonesia; Palembang Polytechnic of Tourism, Kota Palembang, South Sumatra, Indonesia
Lombok Island has been rocked by multiple powerful earthquakes since July 2018 and it remained hundreds of aftershocks. Statistically by August 2018 more than 400 people have lost their lives. This tremendous disaster not only affected to damage infrastructures and trauma, but also affected tourism market of Lombok as one of the priority areas for the development of tourism market in Indonesia. It is reported that tourism market in Lombok has decreased dramatically after the earthquake from 1.3 million to 250 thousands tourists. The reduction of tourists visiting Lombok was not only in the affected destinations but also in unaffected destinations. To improve the number of tourists visiting Lombok, promoting several unaffected tourist destinations was carried out after 4 months of earthquake through sales missions and fam trip. Sales missions were conducted in Philippine, Singapore, UK, Thailand, and several main cities in Indonesia, while fam trips were conducted in several affected destinations in Lombok. The results showed that the buyer from sales missions reached 475 pax and potential transaction for fam trip reached up to 108 billion rupiah within a month after the program. Promotion of tourist destinations in Lombok after disaster is then continued with promoting affected destination in 2019, such as Gili islands and Senggigi and Mataram. This resulted in improvement of numbers of hotel occupation for around 10% within six months. Promotion of tourist destinations was not only proposed to improve the number of tourists visiting Lombok but also to improve and promote safety procedures during visiting affected destinations. It was proved by existence of resemble points, safety briefing during event in all hotels and convention halls in Lombok, as well as insurance cover in several tour package on the travel agencies. However, in order to optimize tourism market, government should also contribute to providing better infrastructures and workshop for appropriate safety procedures to people involving in tourism industries.
earthquake, Lombok, destinations, promotion, safety
Journal of Tourism and Hospitality Management, July-Aug. 2019, Vol. 7, No. 4, 180-187 doi: 10.17265/2328-2169/2019.04.003
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