Indonesia Conference Directory

Indonesia-s tourism industry never ceases to grow rapidly. In 2017, Indonesia was ranked as the 20th country in the world tourist Industry and ranked as the 9th fastest growing in Southeast Asia (The Jakarta Post, 2018). In early 2019, Bank of Indonesia declared that tourism is the most effective sector boosting the national foreign exchange. The government aims to achieve 20 million outbound visits from Indonesia in 2019. Most of the outbound visits from Indonesia occurred during peak season of holiday, such as the Eid holiday, school holiday, and Christmas (year-end) holiday. In this industry, Indonesian traveler becomes an important key player. They are the ones making this industry as it is now. Their behavior, especially their decision making process, is indeed crucial for the government and corporates. It is important to study what the meaning of traveling for them, how they plan their vacation, which channel they prefer (online or offline) as seller, and which aspects matter the most in deciding the destination as well as the flight operator, hotel, travel agent, etc. This exploratory study aims to investigate the behavior of Indonesian travelers using the framework of Consumer Decision Making process by Hawkins and Mothersbaugh (2014). Through quantitative approach by survey, this study successfully gathered data from 1000 Indonesian travellers as respondents in Christmas holiday. The survey was deployed during 4 days at the airport. It aimed to gather the insights from local traveller who aged between 21 – above 50 years old. Purposive sampling technique was used when disseminating the questionnaire. There are five steps in consumer decision making process. Therefore, there are five major results in this study. Majority of Indonesian travellers in peak season travel for holiday once or twice in a year. Three crucial objects for travellers are flight operator, hotel, and travel agent. Online channel is the most preferred channel for buying flight operator and hotel, while offline channel is the most preferred channel for travel agent. For alternative evaluation, price competitiveness remains the most important factor in buying flight operator, hotel, and travel agent. For post-purchase behaviour, Indonesian travellers love to recommend their travel experience to their family and friends and spreading Word of Mouth; a proven way of promotion in the country. The findings of this research are expected to provide a thorough understanding towards the Indonesian travellers behaviour in peak season; the most important time for tourism industry based on Consumer Decision Making framework. It has strong practical implications for this industry, especially for the government and private sector.