Developing a marketing strategy for Aceh tourism (the Malaysia and Singapore market)

Abstract

The purpose of this study is to investigate the behaviour of Malaysian and Singaporean tourists towards Acehtourism especially in the effort to segment the market. The results of the study would be used as a basis to design a marketing strategy for the chosen segments. The survey used a questionnaire where 583 respondents were selected in Malaysia and Singapore. The data was analyzed by using SPSS Program. Malaysia and Singapore markets can be divided into five benefit segments: culture, history, environment, recreation and business. From those five segments, two were selected as the most attractive which are history and culture, based on the following criteria: size of market, ethnicity and number of tourist attractions. The marketing mix decision suggested that improved product offering and satisfaction rate should be implemented, besides creating packages which cost RM 1000-RM 2000 with a length of stay of 3-4 days and provide more shopping options.Most tourists prefer to fly with MAS to Aceh, otherwise Garuda should be able to provide services which are similar to or better than MAS. Packages should also be lower priced to attract more tourists from Malaysia and Singapore to come to Aceh