AGROTOURISM DEVELOPMENT OF MAPPING BRAND POSITIONING AND COMPETITVE LANDSCAPE: UGC (USER GENERATED CONTENT) APPROACH
DOI:
https://doi.org/10.21776/ub.agrise.2021.021.1.9Keywords:
Agrotourism, Brand Positioning, Competitive Landscape, PCA, Resort Hotel, RGA, UGCAbstract
Starting from 2009-2018 there has been an increase in the number of hotel resorts in Indonesia, so that the level of competition is higher and building a brand positioning agrotourism-based resort hotels can not only by creating regular marketing campaigns. The study used review data from online platforms tripadvisor.com. This study reveals the brand positioning of resort hotels and mapping the competitive landscape with the UGC approach to identifying the competing attributes of resort hotels in Bali. This study detects brand attributes using customer preferences as well as perceptual performance. Therefore, this study combines content analysis (UGC) and repertory grid (RGA) to answer research objectives. 13,784 customer reviews of the six best beach resort hotels in Bali are used to explore and visualize the competitive landscape. Sample determination techniques in this study using non-probability sampling approach. The findings of this study, identified the dominant agrotourism attributes in Bali are view and garden. This study detected that 66.67% of hotel resorts in Bali have asymmetric competitive model competition. Hotel resorts in Bali is mostly competing on PC1 which is a basic hotel offer. This research not only recommends competing for attributes to strengthen brand positioning in customers' minds but also competes with optimal allocation of hotel resort resources.References
Abdi, H., & Williams, L. J. (2010). Principal Component Analysis. WIREs Computational Statistics, 2(4). https://doi.org/https://doi.org/10.1002/wics.101
Albayrak, T., & Caber, M. (2015). Prioritisation of the hotel attributes according to their in fl uence on satisfaction : A comparison of two techniques. Tourism Management, 46, 43–50. https://doi.org/10.1016/j.tourman.2014.06.009
Anderson, R. I., Fish, M., Xia, Y., & Michello, F. (1999). Measuring efficiency in the hotel industry: A stochastic frontier approach. International Journal of Hospitality Management, 18(1), 45–57. https://doi.org/https://doi.org/10.1016/S0278-4319(98)00046-2
Arianti, D. (2014). Pengaruh Sektor Pariwisata Terhadap Perekonomian dan Keruangan Kota Bukittinggi ( Pendekatan Analisis Input Output ). Jurnal Wilayah Dan Lingkungan, 2(3), 183–196.
Avenzora, R. (2008). Ekoturisme : Evaluasi Tentang Konsep. Nias: BRR NAD.
Bender, A., Jenkins, J. L., Scheiber, J., Sukuru, S. C. K., Glick, M., & Davies, J. W. (2009). How Similar Are Similarity Searching Methods? A Principal Component Analysis of Molecular Descriptor Space. Journal of Chemical Information and Modeling, 49(1), 108–119. https://doi.org/10.1021/ci800249s
BPS. (2019a). Jumlah Akomodasi, Rata-rata Pekerja dan Jumlah Tamu per Hari Menurut Provinsi, Tahun 2009-2018 (Hotel Bintang). Retrieved from https://www.bps.go.id/statictable/2009/04/06/1373/jumlah-akomodasi-rata-rata-pekerja-dan-jumlah-tamu-per-hari-menurut-provinsi-2009-2018-hotel-bintang-.html
BPS. (2019b). Jumlah Kunjungan Wisatawan Mancanegara per Bulan ke Indonesia Menurut Pintu Masuk, 2017-2020.
BPS Provinsi Bali. (2019). Jumlah Hotel Bintang di Bali Menurut Kabupaten/Kota dan Kelas, 2000-2019.
Chang, R. C. Y., & Mak, A. H. N. (2018). Understanding gastronomic image from tourists ’ perspective : A repertory grid approach. Tourism Management, 68, 89–100. https://doi.org/10.1016/j.tourman.2018.03.004
Chiu, C., Chiu, N.-H., Sung, R.-J., & Hsieh, P.-Y. (2015). Opinion mining of hotel customer-generated contents in Chinese weblogs. Current Issues in Tourism, 18(5), 477–495. https://doi.org/10.1080/13683500.2013.841656
Desarbo, W. S., Grewal, R., & Wind, J. (2006). Who competes with whom? A Demand-based Perspective for Identifying and Representating Asymmetric Competition. Strategy Management, 27, 101–129. https://doi.org/https://doi.org/10.1002/smj.505
Gretzel, U., & Yoo, K.-H. (2008). Use and Impact of Online Travel Reviews. Information and Communication Technologies in Tourism 2008, 35–46. https://doi.org/10.1007/978-3-211-77280-5_4
Higuchi, K. (2016). KH Coder 3 Reference Manual. Jepang: Ritsumeikan University.
Hill, C. W. ., & Jones, G. R. (2010). Strategic Management Theory an Integrated Approach (9th editio). Canada: Western Cengange Learning.
Holik, A. (2018). Relationship of Economic Growth with Tourism Sector. Journal of Economic and Policy, 9(June 2016). https://doi.org/10.15294/jejak.v9i1.6652
Hu, F., & Trivedi, R. H. (2020). Mapping hotel brand positioning and competitive landscapes by text-mining user-generated content. International Journal of Hospitality Management, 84(June 2019), 102317. https://doi.org/10.1016/j.ijhm.2019.102317
Hunt, C. A., & Stronza, A. (2009). Bringing ecotourism into focus : Applying a hierarchical perspective to ecotourism research, (March). https://doi.org/10.1080/14724040802283202
IAB. (2015). Defining User Generated Content in Today’s Digital Landscape. Retrieved from https://www.iab.com/wp-content/uploads/2015/07/IAB_Digital_Simplified_UGC_Final.pdf
Juwita, R. (2017). Potensi Pulau Serangan Sebagai Atraksi Wisata Di Kota Denpasar. Jurnal Ilmiah Dinamika Sosial, 1(1), 100–107.
Kelly, G. (1955). Personal Construct Psychology. Norton: Nueva York.
Laverack, G. (2009). Building Community Capacity for Locally Managed Ecotourism in Northern Thailand. Community Development Journal, (April 2009). https://doi.org/10.1093/cdj/bsm058
López, E. P., Javier, F., & GarcÃa, C. (2006). Agrotourism , sustainable tourism and Ultraperipheral areas : The Case of Canary Islands. Revista de Turismo y Patrimonio Cultural, 4(1), 85–97.
Mahaliyanaarachchi, R. P. (2015). Agri Tourism Farm and Farm Stay (1st ed.). Sri Lanka: Sabaragamuwa University of Sri Lanka.
Muktaf, Z. M., & Zulfiana, E. R. (2017). Persepsi wisatawan asing terhadap wisata indonesia. Jurnal Cakrawala, 83–106.
Okech, R. (2012). Rural Tourism As A Sustainable Development Alternative : An Analysis with Special Reference to Luanda , Kenya. Journal of Sustainability, Tourism and Environment in the Shift of A Millennium, 6(3).
Oliver, R. (1980). A congitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, XVII, 460–469.
Plano Clark, V. L., & Creswell, J. W. (2015). Understanding Research (Second). United States of America: Pearson Education. https://doi.org/13-978-0-13-158389-4
Plumeyer, A., Kottemann, P., Böger, D., & Decker, R. (2017). Measuring brand image: a systematic review, practical guidance, and future research directions. Review of Managerial Science. https://doi.org/10.1007/s11846-017-0251-2
Putra, Y. P. (2017). Lesson Learned : Nature and Waterfront Architecture ( Case Study : Resort ), 273–284.
Raharjo, A. (2002). Menaksir Nilai Ekonomi Taman Hutan Wisata Tawangmangu: Aplikasi Individual Travel Cost Method. Jurnal Manusia Dan Lingkungan, 9(2).
Sastrayuda, G. S. (2010). Konsep pengembangan kawasan agro wisata. Semarang.
Schilling, B. J., Attavanich, W., & Jin, Y. (2014). Does Agritourism Enhance Farm Profitability ? Journal of Agricultural and Resource Economics, 39(1), 69–87. https://doi.org/10.22004/ag.econ.168260
Slater, P. . (1976). The Measurement of Intrapersonal Space by Grid Technique. Explorations of Intrapersonal Space, 1(Willey, London).
Tim, L. (2005). Understanding the dynamics of the hotel accommodation purchase decision. International Journal of Contemporary Hospitality Management, 17(6), 481–492. https://doi.org/10.1108/09596110510612121
Tirtawinata, Reza, M., & Fachruddin, L. (1996). Daya Tarik dan Pengelolaan Agrowisata. Jakarta: Penebar Swadaya.
Tunjungsari, K. R. (2018). Karakteristik dan Persepsi Wisatawan Mancanegara di Kawasan Sanur dan Canggu Bali. Jurnal Pariwisata Terapan, 2(2).
Varkaris, E., & Neuhofer, B. (2017). The influence of social media on the consumers ’ hotel decision journey. Journal of Hospitality and Tourism Technology, 8(1), 101–118. https://doi.org/10.1108/JHTT-09-2016-0058
Wiranatha, A. A. . A. S., Pujaastawa, I. B. G., Antara, M., Suryawardhani, I. G. A. O., Ariana, N., & Kencana, I. P. E. N. (2018). Analisa Pasar Wisatawan Mancanegara di Kota Denpasar. Denpasar: Dinas Pariwisata Kota Denpasar.
Xiang, Z., & Gretzel, U. (2010). Role of Social Media in Online Travel Information Search. Tourism Management, 31, 179–188. https://doi.org/10.1016/j.tourman.2009.02.016
Zimmerman, A., & Blythe, J. (2013). Business to Business Marketing (Second Edi). New York: Routledge.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
