Lavenia Hariono, Elwin Graciano Lay, Sarah Maulida Primaputri


The globalization era and the next decades are a crucial time for the relationship between tour and travel and sustainable development. The need to preserve the world’s inherent assets for future generations is becoming an imperative goal not only for tour and travel, but also for all other industries that use the earth’s natural resources. The scale of tour and travel’s contribution to the global economy and its potential for enabling sustainable development are becoming more real for governments, entrepreneurs, and others who involved in tour and travel industry.
Nowadays, Tour and travel’s are tourism industries that become one of the largest industries in the world. Economically, it creates jobs and contributes to increase Gross Domestic Product (GDP), as well as brings in capital investment and exports. Socially and culturally, tour and traveloffers the opportunity of providing jobs for minority and disadvantaged groups, creating adequate training in management skills, education and technology to local people and increasing incomes in rural and local economies, thereby contributing to the alleviation of poverty in developing countries. Environmentally, it is essential for tour and travel to maintain an optimal balance of its natural resources to ensure the ongoing arrival of tourists to destinations.
In Kirana Tour and Travels, marketing strategy will be based mainly on make sure customers know about the existence of Kirana and the services that Kirana’s give. Because the purpose is to make the right information available to the right target customers. This will be done through implementing a market penetration strategy that will make sure that Kirana’s tour and travel is well known and respected in the tourism industry. Kirana make sure that the prices take into consideration customers budgets, know that it exists, and how to contact Kirana. The marketing always communicate the sense of quality in every picture, every promotion, and every publication. Kirana’s promotional strategy will involve integrating advertising, events, personal selling, public relations, direct marketing and the Internet (specially in media social), details of which are provided in the marketing section of this plan.


tourism, Kirana tour and travels, digital marketing, media social, malang batu tourism, nusantara project.

Full Text:



Budiawati, AD 2017, 5 Warga Negara Paling Banyak Berlibur di Indonesia, Muslim Lifestyle, viewed 19 October 2017, .

STB 2012, ‘Developing a Social Media Strategy for Tourism Destinations’, viewed 6 December 2017

McLeod, S 2017, Maslow's Hierarchy of Need, SimplyPsychology, viewed 6 December 2017, .

WTTC, 2012, ‘The Tohoku Pacific Earthquake and Tsunami’.viewed 6 December 2017

Ruan, WQ, etc 2017, ‘Measuring tourism risk impacts on destination image’, Sustainability, viewed 6 December 2017, .

Dolnicar, S 2008, ‘Market segmentation in tourism’, University of Wollongong Research Online, viewed 6 December 2017, .

School Kelly of Business 2014,’Digital marketing Budget spending Social metrics Digital media trends’, Indiana University,viewed 7 December 2017,.

Kahreh, MS 2013, ‘Procedia – Social and Behavioral Scienes Analyzing the Applications of Customer Lifetim Value (CLV) based on Benefit Segementation for the Banking’, viewed 7 December 2017, .

James, CC 2014, ‘How Marketing Managers Use Market Segmentation; An Exploratory Study//Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)’, viewed 7 December 2017.

Pena, AIP 2014, ‘Online Marketing Strategy and Market Segmentation in the Spanish Rural Accommodation Sector’, viewed 7 December 2017, .

Steven 2013, ‘Destination Markeing Organizations and Destination Marketing; A Narrative Analysis of The Literature’, viewed 7 December 2017, .

Afandy,S 2009, ‘Buku Panduan “Visit To Malang” Sebagai Media Komunikasi Para Turis Domestik Dan Mancanegara (Backpacker)’, viewed 8 December 2017, .

BPIR n.d., ‘Customer Market Segmentation’, viewed 14 December 2017, .

Kirana Tour and Travel n.d., viewed 20 October 2017, .

Armstrong, G. and Kotler, P. 2017. ‘Principles of Marketing’, 17th red. New York:

Pearson Education.

Abd Ghani, M., Othman, A., Ibrahim, NA., and Ismail, WZW 2016. ‘Relationship Marketing Practices and Effects on Marketing Effectiveness: An Empirical Insight from the Hotel Industry’, International Review of Management and Marketing Volume 6, Number 4.

The Economic Times n.d., ‘Definition of Target Market', viewed 14 December 2017, .

Management Study Guide n.d., ‘Brand Positioning - Definition and Concept’, viewed on 14 December 2017, .

Terrero, R 2013, ‘Top 10 Digital Marketing Strategy Tips for Travel Agents’, viewed 14 december 2017, .

Passport Service Guide (n.d.), ‘Indonesia Entry Requirements - Required Travel Documents for Travel to Indonesia’, viewed on 14 December 2017, .

DOI: https://doi.org/10.32535/ijabim.v2i2.18


  • There are currently no refbacks.

Copyright (c) 2018 Lavenia Hariono, Elwin Graciano Lay, Sarah Maulida Primaputri

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Flag Counter

Published by : Association of International Business & Professional Management
Editorial Office:
Association of International Business and Professional Management (AIBPM) JL. Kahuripan No. 9 Hotel Sahid Montana, Malang, Indonesia
+62 341 366222

ISSN 2614-7432 (Print)
ISSN 2621-2862 (Online)

DOI: Prefix 10.32535 by CrossREF

International Journal of Applied Business and International Management INDEXED: