Taylor's FSLM Journals
Analysis of International Tourists’ Perceptions of Indonesia and Effectiveness of the ‘Visit Indonesia 2008’ Marketing Campaign

@ Asia-Pacific Journal of Innovation in Hospitality and Tourism

Online ISSN: 2710-6519

Scott Richardson & Fanggy Theresia Sumaco


This paper investigates tourist perceptions of Indonesia as a tourist destination
and examines the impact of the ‘Visit Indonesia 2008’ marketing campaign on their purchase intentions. A quantitative survey was developed and 400 questionnaires were distributed to foreign passengers who were departing Indonesia from the three major international airports: Soekarno-Hatta International Airport, Jakarta, Juanda International Airport, Surabaya, and Ngurah Rai International Airport, Bali. Based on the findings of this study, the level of awareness of the current tourism campaign was low, with only 13.7% of the respondents claiming to have seen the campaign and of these very few claimed it had a significant impact on their decision to actually visit Indonesia.

Keywords: Branding, Indonesia, tourism, tourist perceptions