Strengthening Marketing Mix Performance to Enhance the Competitiveness of Tourism MSMEs Using Importance Performance Analysis Approach

Abstract

—In terms of globalization, turbulent and highly complex environment, competition is stronger and more ruthless. MSMEs are faced with the need to find new ways, paths, and methods for achieving sustainable competitive advantage. Tourism market is determined primarily by tourism demand and tourism offers. Marketing mix in tourism has its own characteristics that derive from the fact that the product in tourism is a service. Besides, the invisibility of a product gives even more important to marketing. This paper shows the importance of the marketing mix to enhance the competitiveness of tourism MSEMs using Importance-Performance Analysis Approach. This study result that to enhance the competitiveness of tourism MSEMs is operationalized through the improvement of a large and comprehensive set of attributes, including tourism services, accessibility, physical components, Information, and quality of services. In particular, the study identifies as a prior area of intervention is the improvement of information, pricing policy, tourism destination especially parking lots, the variability of services offering, accessibility, and communication.