Implementation of Value Proposition Design in Indonesian Tourism Industry

Abstract

In tourism industry, competitiveness of tourism products which cover tourism attraction, accessibility, and tourism facility have potentials to increase business and industrial competitiveness. But today, those three components are still considered lacking, therefore it needs strategy or business model also innovation in the implementation. Value proposition design as a business model tool which can help a company or organization to know more about a product or service that will be designed or developed and relate it to market interest, so it can create product or service value in order to fulfill consumer need and request. The concept of value proposition design is regarded to be able to be applied in Indonesian Tourism Industry. This value proposition design in tourism industry of Indonesia is expected to create tourism products according to market interest. This study is aimed to figure out the condition or phenomenon relating to the implementation of value proposition design in Indonesian Tourism Industry. Based on the research result, it is known that customer profile of Indonesian Tourism Industry is on customer job which is then divided into four segments, such as segments that focus on cultural experience, natural experience, natural and cultural experience, and personal challenge. The risks of safety, epidemic, and political condition are parts of customer pain. Meanwhile, tourist attraction, facility, and tourist accessibility are tourist perception, while affordable price means customer gains. In addition, the value map of Indonesian Tourism Industry is consisted of product and service which this industry offers natural and cultural resource wealth, on pain relievers, it is consisted of policies that are offered as solutions to minimize safety risk and epidemic risk. On the other hand, gain creator contains of how the natural and cultural resource wealth of Indonesia can make customer gains for tourists.