PENGEMBANGAN BAURAN PRODUK WISATA BELANJA DALAM UPAYA MENINGKATKAN JUMLAH KUNJUNGAN WISATAWAN MALAYSIA DI KOTA BANDUNG

Abstract

This research explains about “The Development of Shopping Tourism Product Mix in Improving the Malaysian Tourists’ Arrival in Bandung. The research uses a descrtptive method to describe the actual condition of all components of shopping tourism product mix. They are the attraction of shopping tourism, accesibilities, supporting facilities in shopping tourism activity, and the product of shopping itself. All of the components should be related to the market profile, Malaysian tourist. The market profile is segmented into demographic, geographic, psychographic, and behaviour. Hoped through this research the shopping tourism product mix can be analyzed deeply, in order it can be developed and can improve the number of foreign tourists particularly Malaysian tourists’ arrival in Bandung. The rulst of this research is that all the components of shopping tourism product mix are not sufficient appraised by the Malaysian tourists, meanwhile they are the main market of shopping tourism in Bandung. Based on the fact, fully attention and cooperation are very important to everypart of the stakeholders in tourism to develop all the components of shopping tourism product mix, includes attraction of shoppping tourism, accessibilities, supporting facilities, and the shopping product itself.