Indrianawati Usman and AFIFAH RAHMANIA, 091624253010 (2014) Meeting, Incentive, Convention, Exhibition (MICE) as a Potential Market Challenges to Enhance The City Branding of Surabaya in Facing Global Tourism. In: The 11th UBAYA International Annual Symposium on Managemen, 15-16 Maret 2014, Batu, East Java, Indonesia.

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Abstract

Tourism is one sector that has helped support the Indonesian economy. Effort have been made to improve the quality of tourism in Indonesia, and to specific areas of the country. Practically all major Indonesian cities have their own branding strategies to increase the city’s appeal and attractiveness (Parkerson and Saunders, 2004). The growth of specific intend tourism object such as golf, rafting and also MICE (Meeting, Incentive, Conference and Exhibition) which show some proofs to get foreign and domestic tourists attention to come to East Java and Surabaya as well. Globalization led to a growing number of tourists worldwide, there are an increasing number of tourists coming to Indonesia, spesifically to the city of Surabaya. In the year of 2008 there are 48,417 tourists coming to Surabaya. And in the year of 2009 that number increased to 136,539 tourists, 116,829 tourists in 2010 and 83,247 in 2011. Of all those numbers, most of them coming to Surabaya for their MICE activities. In 2008, about 63% of them coming to Surabaya to do their MICE activities. That percentage increased to 82% in 2009, 84% in 2010 then in 2011 increased to 85%. Indonesian government has set up 10 MICE destination cities, which one of them is the city of Surabaya. Looking at this big potential growth of MICE industry, it is important to improve the element of hospitality in Surabaya in supporting the growth of MICE industry, both for domestic and international tourists. This research has a purpose to describe through analyzing the preparation of Surabaya which has “Sparkling Surabaya” as its city branding. In advance, as the conclusion, it will be discussed about the obstacles and the solutions of marketing strategy to enhance the city branding of Surabaya.

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