Abstract
To optimise the benefits to be derived from its existing tourism market, a combination of elements of the marketing mix should be applied based on the needs and wants of the target market. This will lead to the creation of brand positioning and competitive advantage. The tourism marketing mix has its own unique characteristics compared to the conventional marketing mix. In this chapter, ten elements of the tourism marketing mix, namely product, price, place, promotion, combined with people, process, physical evidence, partnership, packaging and programming, will be explored. Also, the chapter assesses how these concepts have been applied in Indonesia as one of the emerging tourist destinations.
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Gaffar, V. (2022). Marketing Mix Strategies of Emerging Tourist Destinations: The Case of Indonesia. In: Mensah, I., Balasubramanian, K., Jamaluddin, M.R., Alcoriza, G., Gaffar, V., Rasoolimanesh, S.M. (eds) Marketing Tourist Destinations in Emerging Economies. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-83711-2_2
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